03/16/2022

How Customer Experience Trends Can Improve the Member Experience

Ensure the customer service you offer is stellar

here has been an evolution from customer service to customer experience in recent years. It makes sense because, if you think about it, service is a pretty one-sided proposition. You are providing something to someone based on what you think they want. But what if you had a really good idea of what members want because you actually figured it out—and applied it?

“Everybody thinks about the member experience,” said Kurt Heikkinen, CEO of Forj, a member experience and virtual events platform. “And there are parallels to customer experience with member experience.”

A More Personal Experience

By adapting lessons from customer experience to member experience, association professionals have an opportunity to improve the member experience by establishing relationships that are more meaningful and less transactional. Doing that will help boost member growth, retention and engagement, Heikkinen said.

Please select this link to read the complete article from Associations Now.