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Utilize Journey Mapping to Understand Your Members on a Deeper Level

Associations must better identify member needs and relieve pain points

As expectations continue to evolve, providing an outstanding member experience has become more important than ever. According to PwC, 59 percent of people will walk away from an organization or product after several bad experiences; 17 percent of people will do the same after one bad experience.

To ensure that doesn’t happen to your association, consider journey mapping, an end-to-end visualization of the member experience across all touchpoints in which the member interacts with your association. These touchpoints can include advertisements, onboarding, events, website visits, social media channels, email, live chat, newsletters and surveys, among pathways and experiences.

As you map out each detail of the member journey, you’ll likely see gaps between what you presume your association is offering and what members actually experience.

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