There is endless feedback to collect from members. The feedback can guide your strategy and decision making. You undoubtedly want answers to both specific and general questions about the solutions you offer.
In work with association research over 15 years, we believe there are two questions that, if you track over time, will help you measure how well you are making and keeping strong member connections:
- How likely are you to recommend our association to a friend?
- How satisfied are you with the value you get in return for the dues you pay for membership in our association?
Here’s a little background on each, and why we believe they are so important:
As a refresher, Net Promoter Score (NPS) captures customer perception based on your full range of solutions. It answers how likely a customer (member) is to recommend you to other people.
Net Promoter Score was designed to measure your customer’s overall loyalty to your brand.* It’s designed to ask every year to measure your progress over time.
If you’ve received a survey after ordering from your favorite pizza place, or shopping at a retail store, you’ve probably been asked this question. It’s common in the corporate world.
At nSight Marketing, our formative years in marketing were in corporate America, so we look to the for-profit world for benchmarks that we can apply to the association world.
If you want to get to your members’ bottom line impression about your services, offerings and solutions, ask them: When you think about <Your Association> how likely would you be to recommend it to a friend or colleague? When you begin to trend the answer year to year, it can feed into both your loyalty and your listening strategy.
While there isn’t a great deal of research in the association industry, nSight measures NPS scores in our association research. The average NPS score from our research is 54 – significantly higher than Bain & Company reported in 2019.
The score varies by association size as shown in the chart below.
What’s in it for you to measure NPS over time? Why do promoters matter anyway? First, you might agree that it pays to earn your members’ loyalty. The answer from a 2021 Bain & Co. Study, for the retail segment (all of us included), promoters spend more – at least four times more than detractors.**
The second question we would ask:
How satisfied are you with the value you get for your
If value is the exchange for what a member pays and what a member gets, this is a fair question to find out your members’ (at large) perception of the ROI of their membership. This rating can say a lot.
- It can tell you if your communications are accomplishing what you want (need) them to.
- It can tell you if you have a strategy that offers real solutions to answer your members’ most common needs.
- It can tell you if you are setting the right expectation with a new member.
- It can tell you how well you are doing relaying a relevant value proposition.
A 40% “very satisfied” rating is above average. When you have a value proposition that you use across all your interactions, you should expect to see this percentage improve steadily over time.
If you’re ready to make a commitment to listening to your members, and could use help conducting an efficient and meaningful member survey on these questions, and a variety of other criteria, click here to learn more about nSight Marketing’s Surveys On-demand. You can sign up through November 2022.
Additional Resources and Attribution:
* Net Promoter Score, developed in 1993 by Fred Reichheld