We have all felt the frustration of knowing that our members only remember a fraction of the benefits they are entitled to. The benefits list is hard to remember but the experiences our members have are easy to remember. We, and they, remember how we feel. It is important that we know how we are making members feel. A great tool to do this is something I call imaginative empathy.
Learn about imaginative empathy and test it out in this 3-minute mini-course:
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I guest hosted a hour-long session on imaginative empathy on Association Chat. The questions are in this blog post. Scroll all the way to the bottom to see the entire Twitter chat captured by Storify.