Tara’s membership lapsed three years ago and now she wants to renew. She finds the membership application online, types in her email address, and the system populates her name. But it is the wrong name. The system knows her maiden name. Now she uses a new married name. Tara tries to make the change, but the form is locked down. After submitting her application, she calls the association, leaves a message, and does not get a return call. A few days later, Tara receives a welcome letter with the wrong last name listed. She sighs and thinks, “another hoop to jump through.”
Members want each association transaction to be as seamless as ordering from Amazon is. They want to be able to edit their address, employer, and even their name by themselves, instantly.
Offering seamless transactions is not what differentiates us anymore; it is a barrier to entry. Members expect this.
If your systems are clunky for members, it is time for a modern, easily updateable system. While you are looking for a new system, find one that you can run without too much time and effort so you can focus beyond what members expect. You need time to create experiences that surprise and delight them.
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