The quest to understanding the hearts and minds of members never stops. Getting to know your members is an ongoing process because:
Member’s opinions change
Their challenges change as they get promoted or their business grows. Environmental changes cause new challenges. Your association’s member benefits may change producing a shift in member perceptions.
You get a more robust view overtime
The more you talk with members and ask questions the more questions you need to ask. You’ll find interesting responses that make you want to dive deeper. Sometimes responses are contradictory and further investigation reveals why. An important idea emerges and you need to know how best to develop it.
Member groups need different things
Within your membership there are diverse groups who have similar beliefs and needs as one another but different needs compared to other groups. Segementing and talking to each important group can uncover niche opportunities that thrill your members.
The more you engage the more ideas you have
Even if you have a pretty good command of what your members want and need, keep having in-depth conversations. Many times a conversation with a member will inspire a idea or reignite a old thought clinking around in the back of your brain.
Have you recently conducted a member survey or focus-group or one-on-one conversation? Don’t stop now.