No email, no call, no member orientation automated campaign.
All I received was a transaction confirmation for my dues.
I belong to multiple industry and interest groups to which I pay dues. The associations I appreciate the most are those who celebrate when I join (or renew), following up my online experience with a welcome packet that reminds me of benefits and what to expect as a member.
These organizations immediately remind me why I joined and began to build a stronger sense of community. One common denominator is that these organizations are national or international — with a widely distributed membership.
When a local organization accepts my membership dues and neglects to welcome me, I begin to wonder why members continue to renew when the initial experience is so… empty. It doesn’t have to be an association; it could be an alumni group or a local charity.
When the first impression I form is that all an organization wants is my money, I begin to regret my decision.
While I don’t expect a call from the president (although that would be wonderful), I joined this local organization to renew relationships and form new ones. It’s a business organization, with a mission of helping local businesses network and grow.
It’s up to you to create a frictionless experience for people who want to join your association, purchase your products, or donate to your cause.
Is your team listening and observing what customers experience? Are you paying attention to:
It doesn't take long for customers to see through your carefully constructed brand experience into your company culture. Every experience (positive or negative) with customer service or an online transaction forms a new perception in your customer’s mind.
No matter what words you use in your marketing, if your organization’s actions and behavior don’t align with the experience you deliver or promise you make, over time your organization won’t come across as believable.
Your customer’s best perception of your organization is only as good as the last experience a customer has with any touch point. Think of every last experience as a potential first experience.
It doesn’t matter what type of organization you lead, consider everyone you serve as a customer, and treat them with dignity and respect:
There’s a reason why companies like Zappos and Tom’s that operate with a strong culture of communication that supports customer service and experience are so successful.
Customers are first in word and action, and the companies demonstrate it at every touchpoint.
You can do likewise.
If you struggle to grow your business, you’re not alone. Aespire can help you create a clear message and brand that helps you grow your business. Contact us today for a consultation with a StoryBrand Certified Marketing Guide.
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