Map your members’ journey to improve member experience.
Member journey mapping provides a structured, data-driven approach to uncover how different types of members interact with your association across the membership lifecycle. The goal is to identify opportunities to improve and personalise your approach to address differing member needs and, in doing so, improve member experience and the value proposition for membership.
Our approach to Member Journey Mapping
FineHaus has a rigorous, four step approach to helping associations map their member journey. To ensure your map is based on sound data (and not just opinions!), the first two steps are focused on gathering quantitative and qualitative data from across your association and directly from your members.
Step 1: Membership Engagement Review
We conduct a membership engagement review to develop a detailed understanding of your associations’ membership profile drawing on existing data. We work with you to review member engagement with your ‘touchpoints’ – how members interact with your association. This includes assessing data from your systems on member engagement with:
- Social media and digital marketing
- Email campaigns
- Join, on-boarding and renewal processes
- Services, events and resources
- Member queries/customer service.
FineHaus then conduct interviews members and internal stakeholders to collect their insights on what is important to members, member pain points, characteristics and needs, and how these vary across different member types and segments.
Stage 2: Quantitative Member Research
FineHaus then conducts online member research to gain quantitative data-driven insights on what members value about their membership, how this varies by segment and to capture insights to inform the member journey mapping process.
The online member research typically spans the following areas:
- Member demographic information (role, gender etc)
- Member organisation information (industry, employees, location etc)
- Key challenges and pain points
- Member type and length of membership
- Reasons for joining
- Expectations of membership
- Net promoter score
- Likelihood of renewal
- Service, program and resource utilisation and satisfaction
- Communications awareness and satisfaction
- Value of membership.
We document the findings of this research and present recommendations to your board or senior leadership team.
Stage 3: Member Persona Development
Informed by the data collected in step 1 and step 2, FineHaus will work collaboratively with you to develop a comprehensive set of member personas.
Member personas are personal descriptions of the common ‘characters’ at your association, including their demographic profile, needs and pain points, based on the information collected above.
Developing member persona’s helps you better understand the differing member perspectives, expectations and needs amongst your membership and consider how best to cater for them. The number of member persona developed varies widely, depending on your membership base.
Stage 4: Member Journey Mapping
Drawing on the data gathered in step 1 and 2, FineHaus will then work with you to identify the key stages of the member journey from the member’s perpective – from first becoming aware of your association right through to the becoming an committee or board member.
As part of this process, FineHaus conducts highly interactive workshops with key internal stakeholders to map the member journey for priority member personas.
Following the workshops, FineHaus documents the member journey map for each persona and recommends strategies for improving member experience.
Book an obligation-free consultation to discuss how we can help map your member journey and improve member experience.