Comments on: What Do Your Members Really DO? http://www.associationinc.com/328 The business of associations Mon, 08 Feb 2010 16:16:53 -0700 http://wordpress.org/?v=2.8.6 hourly 1 By: Kevin Holland http://www.associationinc.com/328/comment-page-1#comment-345 Kevin Holland Tue, 29 Apr 2008 01:30:50 +0000 http://www.associationinc.com/328#comment-345 Virgil, AMEN. I would love to know more about how your VOC process goes and what you learn and think a lot of associations could learn from it. We do a very similar thing in a much more informal way -- bring a member in and ask them to describe their typical day, then after they're gone, discuss how we might make their life easier. (Just as you suggest, I think we should never ask, "How can our association help you?" because it skews their responses.) I would be very interested to learn how your organization is integrating such a process into everyday decision-making in a more systematic way, and its results. Virgil, AMEN. I would love to know more about how your VOC process goes and what you learn and think a lot of associations could learn from it. We do a very similar thing in a much more informal way — bring a member in and ask them to describe their typical day, then after they’re gone, discuss how we might make their life easier. (Just as you suggest, I think we should never ask, “How can our association help you?” because it skews their responses.) I would be very interested to learn how your organization is integrating such a process into everyday decision-making in a more systematic way, and its results.

]]> By: Virgil Carter http://www.associationinc.com/328/comment-page-1#comment-344 Virgil Carter Mon, 28 Apr 2008 18:35:07 +0000 http://www.associationinc.com/328#comment-344 Kevin, your and Tony's comments are very good advice. Everyone needs to know who are their members and customers, and what they need and want (now and down the road). Building on these comments, I recommend that associations serious about being "market focused", and forward-looking, conduct an organized "voice of the customer" (VOC) process, in which key segments of existing member and customer segments (or, perish the thought, desired new member and customer segments) are interviewed and asked "what's a day in your life like", and "what would be a valuable contribution that would make your day more successful, productive, enjoyable? Forget asking "what could our association do for you" questions. Focus on what they need and want in their day's life and work. That's what's important to them. And that's what associations should know and execute on. We are completing a global VOC process and gaining a tremendous insight as to what our key member and customer segments would like in their personal and work lives. We expect that it will provide a knowledge-based foundation for our innovation efforts in future years. Renewed periodically, it should enable us to be much better aware of what are market segments have on their minds. Stay tuned. Kevin, your and Tony’s comments are very good advice. Everyone needs to know who are their members and customers, and what they need and want (now and down the road).

Building on these comments, I recommend that associations serious about being “market focused”, and forward-looking, conduct an organized “voice of the customer” (VOC) process, in which key segments of existing member and customer segments (or, perish the thought, desired new member and customer segments) are interviewed and asked “what’s a day in your life like”, and “what would be a valuable contribution that would make your day more successful, productive, enjoyable?

Forget asking “what could our association do for you” questions. Focus on what they need and want in their day’s life and work. That’s what’s important to them. And that’s what associations should know and execute on.

We are completing a global VOC process and gaining a tremendous insight as to what our key member and customer segments would like in their personal and work lives. We expect that it will provide a knowledge-based foundation for our innovation efforts in future years. Renewed periodically, it should enable us to be much better aware of what are market segments have on their minds. Stay tuned.

]]> By: Tony Rossell http://www.associationinc.com/328/comment-page-1#comment-343 Tony Rossell Mon, 28 Apr 2008 16:27:43 +0000 http://www.associationinc.com/328#comment-343 I have benefited by all of your comments on focusing on your market over the months. It is so important. Thanks for the clarification. And remember that not only the product application will change, like buggies to cars, but also the scope. The car business use to be much more US focused, but now if you do not inlcude Japan, Korea, Germany, Sweden, etc. you are missing the market. Tony I have benefited by all of your comments on focusing on your market over the months. It is so important. Thanks for the clarification. And remember that not only the product application will change, like buggies to cars, but also the scope. The car business use to be much more US focused, but now if you do not inlcude Japan, Korea, Germany, Sweden, etc. you are missing the market. Tony

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