Market Need Data on Improving Engagement. Wouldn t it be great to develop new engagement strategy based on real data?

Transcription

1 Key Results

2 Market Need Data on Improving Engagement Wouldn t it be great to develop new engagement strategy based on real data?

3 Relationship Strength is Key to Engagement The stronger the relationship the more likely members re-new membership customers purchase products and services or join as members members and customers understand and value the benefits of the offer members and customers recommend the association Engagement is key to sales activation and retention!

4 Global Engagement Index Crowdfunded Benchmark Index for Measuring Member & Customer Relationship Strength Global Engagement Index

5 GEI Answers Key Questions

6 For First Time An Engagement Measure THE INDEX IS BASED ON MEMBER AND CUSTOMER RATINGS ON 3 DIMENSIONS BENEFIT How would you rate the benefit/value provided to you by being member of / using the products and services of ASSOCIATION? 5 excellent 4 very good 3 good 2 fair 1 poor PERFORMANCE PREFERENCE Based on your experiences, could you please rate ASSOCIATION s overall performance? 5 excellent 4 very good 3 good 2 fair 1 poor GLOBAL ENGAGEMENT INDEX Please indicate the degree to which you prefer ASSOCIATION versus any other provider of comparable (benefits), products and services available in your region? 5 very strongly 4 strongly 3 slightly 2 not preference at all 1 preference other providers

7 Sample Size & Responses 123,863 addresses of members and customers representative for participating associations Response Rate: 7% 8,584 Total Ress 5,334 Responses of Engineering Societies

8 GEI Calculation and Scale Range RANGING FROM -50 TO +150 WITH ALL INDEX QUESTIONS RATED EQUALLY The table exemplary shows the scores for the different scale points of the performance question. Scale point Score 5 - Excellent / very strongly Very good / strongly Good / slightly Fair / no preference at all Poor / prefer other providers Very strong Relationship Strong Relationship Moderate Relationship Weak Relationship Very weak Relationship Don t know / no answer Missing -50

9 Benchmark Members vs Customers Very strong Relationship ( ) 125 Strong Relationship ( ) 100 Moderate Relationship (Index: 75 99) Weak Relationship (Index: 25 74) Benchmark Very weak Relationship (Index: ) not displayed 50 Total sample Engineering Members with product usage Members without product usage Customers Base: n= 5333 / 4643 / 413 / 277 // 7495 / 610 / 475 Index ranges from -50 to +150

10 Benchmark by Region Very strong Relationship ( ) 125 Strong Relationship ( ) Moderate Relationship (Index: 75 99) Weak Relationship (Index: 25 74) Benchmark Very weak Relationship (Index: ) not displayed 50 Total sample Engineering Developing Emerging Mature Base: n= 5333 / 217 / 2322 / 1890 // 323 / 3514 / 3341 Index ranges from -50 to +150

11 Benchmark Aggregate Very strong Relationship (Index: ) Benchmark Engineering 17% 18% Members vs Customer 11% 23% Regional Markets 19% 21% 12% Benchmark All 15 18% Strong Relationship (Index: ) Moderate Relationship (Index: 75-99) Weak Relationship (Index: 25-74) Very weak Relationship (Index: ) 32% 34% 14% 14% 30% 28% 7% 7% Total sample Engineering Members with product usage 26% 12% 36% 16% Members without product usage 35% 46% 11% 27% 9% 21% 34% 14% 25% 4% 5% 5% 30% 14% 35% 33% 13% 29% 9% 8% Customers Developing Emerging Mature Total sample - all industries Base: n= 5333 / 4643 / 413 / 277 / 217 / 2322 / 1890 // 8580

12 Net Promoter Score Net Promoter Score (Engineering) Engineering Sector Member vs Customer Regional Market Net Promoter Score Benchmark (total sample) % 22% 20% 20% 16% 33% 28% 35% 33% 35% 34% 34% 31% 38% 43% 46% 36% 46% 58% 51% 34% Total sample Engineering Member with product usage Member without product usage Customer Developing Emerging Mature Promoters Neutrals Detractors NPS Question: C.11 How likely is it that you would recommend ASSOCIATION to a friend, business partner or colleague? Base: n=5308 / 4626 / 406 / 276 / 215 / 2313 / 1886

13 Driver Analysis - Evaluated Quality Overall Perception Benefits / Value Offering & Customer Service P1 P2 P3 P4 Member / Customer Focus Reputation Relevance Subject Matter Expertise B1 B2 B3 B4 B5 B6 Provides me / my organization with competitive advantage Helps me achieve my personal / professional goals Value for money Membership benefits / Products and services correspond to my needs Opportunities to become a volunteer leader Membership benefits / Products and services are locally relevant O1 O2 O3 O4 O5 Quality of customer service in my time zone / region of the world Availability and responsiveness of customer service in my time zone / region of the world Quality of products and services in my time zone/ region of the world Availability and accessibility of products and services in my time zone / region of the world Variety of member benefits / products and services in my time zone / region of the world P5 P6 Reliability Local Presence B7 B8 B9 Provides me the opportunity to attend a major meeting or conference Provides me the opportunity to publish a paper in the association s journal or conference Enables me to reach out to members throughout world O6 O7 O8 Serving local needs Locally relevant content and case studies Reasonable prices for products and services Communication & Information C1 Effectiveness of digital communication C2 Effectiveness of personal communication C3 Availability and accessibility of local language communication C4 Availability and accessibility of online information C5 Usability of website C6 Quality of content provided on website C7 Quality of marketing information C8 Availability and accessibility of social media content Products & Services PS1 Instructor led (face to face) training PS8 Online library PS2 Home-study courses (print / DVDs) PS9 Research PS3 Online education programs PS10 Annual meetings & (regional / local) conferences PS4 Online Webinar (LIVE or on demand) presentations PS11 Online networking (social media / online communities) PS5 Magazines / Newsletters (Print and Digital) PS12 Standards, codes or professional guidance and good practices PS6 Association Journal or member publication PS13 Certifications or accreditations PS7 Other publications, whitepapers, etc. PS14 Career Services and Information

14 substandard Performance average good TOTAL SAMPLE Driver Analysis - Overall Perception + Consider P2 Leverage P1 Member / Customer Focus P4 P2 Reputation P3 P5 P3 Relevance P4 Subject Matter Expertise P1 P5 Reliability P6 Local Presence - P6 Watch Focus Low Medium High - Impact +

15 substandard Performance average good Driver Analysis Value of Benefits TOTAL SAMPLE B1 Provides me / my organization with competitive advantage + Consider Leverage B2 Helps me achieve my personal / professional goals B3 Value for money B4 Membership benefits / Products and services correspond to my needs B2 B5 Opportunities to become a volunteer leader B7 B8 B9 B1 B4 B3 B6 B7 Membership benefits / Products and services are locally relevant Provides me the opportunity to attend a major meeting or conference - B6 Watch Focus Low Medium High - Impact + B8 B9 Provides me the opportunity to publish a paper in the association s journal or conference Enables me to reach out to members throughout world

16 substandard Performance average good Driver Analysis - Offering & Customer Service TOTAL SAMPLE + Consider Leverage O1 Quality of customer service in my time zone / region of the world O2 Availability and responsiveness of customer service in my time zone / region of the world O3 Quality of products and services in my time zone/ region of the world O4 Availability and accessibility of products and services in my time zone / region of the world O5 Variety of member benefits / products and services in my time zone / region of the world - Watch Low O4 O3 O1 O2 O5 O7 O6 Medium Focus - Impact + O8 High O6 O7 O8 Serving local needs Locally relevant content and case studies Reasonable prices for products and services

17 substandard Performance average good Driver Analysis - Communication & Information TOTAL SAMPLE + Consider Leverage C1 Effectiveness of digital communication C2 Effectiveness of personal communication C3 Availability and accessibility of local language communication C4 C5 C1 C7 C6 C4 C5 Availability and accessibility of online information Usability of website C8 C6 Quality of content provided on website C3 C2 C7 Quality of marketing information - Watch Focus Low Medium High - Impact + C8 Availability and accessibility of social media content

18 substandard Performance average good TOTAL SAMPLE Driver Analysis - Products & Services + - Consider PS4 PS11 Watch - Impact + Results missing due to too small sample! PS12 PS9 Leverage PS13 PS8 PS1 PS6 PS5 PS2 PS7 PS10 PS3 PS14 Focus Low Medium High PS1 PS2 PS3 PS4 PS5 PS6 PS7 PS8 PS9 PS10 PS11 PS12 PS13 PS14 Instructor led (face to face) training Home-study courses (print / DVDs) Online education programs Online Webinar (LIVE or on demand) presentations Magazines / Newsletters (Print and Digital) Association Journal or member publication Other publications, whitepapers, etc. Online library Research Annual meetings & (regional / local) conferences Online networking (social media / online communities) Standards, codes or professional guidance and good practices Certifications or accreditations Career Services and Information

19 Member / Customer Typology - 5 Stages of Engagement Categorization of members and customers into the following five stages of engagement with the association: PASSIVE OPEN ACTIVE LOYAL MULTIPLIER Categorization is based on: Engagement Index (Relationship Strength) NPS (Promoter / Neutral / Detractor) e.g. Member Only no interest in products Member - interested in products but haven t purchased Shown willingness to buy in past & future Regular repeat usage of products and interaction Same as Loyal but strong and active supporter and promoter Number of products / services used from the association within the past 18 months

20 Scoring by Segment PASSIVE OPEN ACTIVE LOYAL MULTIPLIER Engineering 11% 23% 29% 30% 7% Total sample all industries 10% 22% 29% 31% 8% Member with product usage 7% 21% 31% 32% 8% Member without product usage 44% 30% 26% 0% 0% Customer 9% 22% 28% 38% 4% Developing 3% 13% 39% 35% 10% Emerging 7% 20% 30% 36% 7% Mature 13% 26% 29% 24% 7% Base: n=5308 // 8537 / 4626 / 406 / 276 / 215 / 2313 / 1886

21 Eight Lessons from GEI Each association gained even more insights from custom private reports Association relationship strength isn t strong enough to sustain growth If you want more loyalty and familiarity with products and services associations must do more Brand, expertise, and value proposition do not alone build or sustain strong relationships Marketing/communication and customer service must be more locally relevant in markets one desires to serve Product portfolios that are not relevant to local audiences can detract from building strong and resilient relationships Must link value to improving member/customer competitive advantage, achieving personal/professional goals, or offering better value for money or convenience Improving engagement requires understanding how relationships move through distinct stages and need for custom approach Global Engagement Index 2016 FairControl GmbH All rights reserved. 21

22 Testimonials from Index Participants in 2016 The GEI recommended a more individualized focus on marketing our certification. In the future, we will be pushing more of a communications campaign especially in target markets. GEI served as a prompt to think about localizing delivery an essential step in building loyalty among members and customers. GEI findings revealed a strong interest among customers in journals and newsletters rather than in education, which has prompted rethinking how those products are highlighted. We need to be making sure we re pushing our online content, because that s already there and available. We might have done better seeing what we could do, getting our journals in their hands instead. We really need to do a better job of teaching our volunteers how to communicate our value proposition, and, of course, localizing our value proposition in turn, which is something we really haven t done. I think that the data from the Index is going to help us do that a little bit better in terms of our messaging. Jennifer R. Young Director, International Operations American Society for Clinical Pathology The GEI was a reminder that engagement is a critical part of a product. Though ASQ performed very well in the Index, with a Relationship Index of 93, we still see an opportunity to deepen relationships. There is really so much that we can do in terms of strategizing, having more focused interactions and more focus on the user experience, rather than so much on the product than we do right now. I think there s really a lot to do. Renata L. Lerch Deputy Managing Director ASQ Global Global Engagement Index 2016 FairControl GmbH All rights reserved. 22

23 Testimonials from Index Participants in 2016 Participants in the GEI are now looking at ways to intensify that deep customer focus. CHEST is considering international gatherings that are more intimate person events, rather than larger, 2,000-person ones. We think there s an opportunity to show greater member/customer focus through a more intimate regional approach to those conferences and have them travel so we can do several in a given year, versus putting all our effort into one big thing in one location. Sue Reimbold Senior VP, Marketing and Communications American College of Chest Physicians Global Engagement Index 2016 FairControl GmbH All rights reserved. 23

24 Thank you Launching American Engagement Index in 2017 A Crowdfunded Model for Actionable Member & Customer Intelligence to Improve Data-Driven Relationship Development