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Benchmarking member & customer relationship strength.cesse2017

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In 2016, fifteen associations participated in the first benchmark indices to better understand how relationship strength affects the ability to improve engagement withnon-US members and customers through empirical data. Over 8,000 members and customers responded. In 2017, many of those same associations plus others will add thousands of US members and customers to this database which will focus solely on US aspects of engagement.

This Engagement Index community is a collaboration between MCI and its research partner FairControl and many of these US associations as we seek answers to the most critical questions impacting reinvention:
• How strong is the current relationship with members and customers?
• What is impacting for good or bad the quality of these relationships?
• What resources deliver the most value and impact engagement the most?
• How relevant is the value proposition to the needs of members and customers?
• What levels of engagement are there and how do members and customers fit into this model?

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Benchmarking member & customer relationship strength.cesse2017

  1. 1. Benchmarking Member & Customer Relationship Strength - Keys to Sustaining Engagement ROI Panelists Michael Gips, ASIS International Patrick Gouhin, CAE, International Society of Automation; Moderator Peter Turner, MCI Group QCC 203
  2. 2. Marketplace Needs Stagnating/decreasing membership Increasing competition Member expectations & needs - high and constantly changing Increasing number of communication channels No data suggesting what is a good engagement strategy that impacts relationship strength
  3. 3. What the Index Does Suggests relevant product / services to retain or increase loyalty Contrasts relevant similarities of differences in customer experience Identifies drivers of value Uncovers relative relationship strength Rates association performance
  4. 4. 4American Engagement Index 2017 CATEGORIES & DRIVERS OF ENGAGEMENT/RELATIONSHIPS Overall Perception P1 Member / customer focus P2 Reputation P3 Subject matter expertise P4 Reliability P5 Internationality P6 Contribution to society P7 Influence on policy P8 Thought leadership Benefits / Value B1 Provides me / my organization with competitive advantage B7 Provides me the opportunity to attend a major meeting or conference B2 Helps me achieve my personal / professional goals B8 Provides me the opportunity to publish a paper in the association’s journal or conference B3 Value for money B9 Enables me to reach out to members throughout world B4 Membership benefits / Products and services correspond to my needs B10 Conducts or produces humanitarian or social good activities or resources B5 Opportunities to become a volunteer leader B11 Provides me opportunities for networking B6 Membership benefits / Products and services are locally relevant B12 Provides access to industry experts Offering & Customer Service O1 Quality of customer service O2 Availability and responsiveness of customer service O3 Quality of products and services O4 Availability and accessibility of products and services O5 Variety of member benefits / products and services O6 Relevant content and case studies O7 Reasonable prices for (membership,) products and services Communication & Information C1 Effectiveness of digital communication (e.g. email, newsletters) C2 Effectiveness of personal communication (e.g. phone) C3 Availability and accessibility of online information (website) C4 Usability of website C5 Quality of content provided on website C6 Quality of marketing information C7 Availability and accessibility of social media content Products & Services PS1 Instructor led (face to face) training PS8 Online library / information databases PS15 Workforce Development and Recruiting PS2 Home-study programs (print / DVDs / books) PS9 Research & Benchmark Statistics PS16 Industry Tours PS3 Online education programs PS10 Annual meetings & (regional / local) conferences PS17 Scholarships PS4 Online Webinar (LIVE or on demand) presentations PS11 Online networking (social media / online communities) PS5 Editorial Magazines / Newsletters (Print or Digital) PS12 Standards, codes or professional guidance and good practices PS6 Association Journal(s) or other publications that are peer-reviewed (Print or Digital) PS13 Certifications or accreditations PS7 Other publications, whitepapers, etc. PS14 Career Services and Information
  5. 5. 5American Engagement Index 2017 ENGAGEMENT INDEX – DEFINITION THE INDEX IS BASED ON MEMBER AND CUSTOMER RATINGS ON 3 DIMENSIONS PREFERENCE PERFORMANCE BENEFIT Strength of the relationship ENGAGEMENT INDEX Based on your experiences, could you please rate ASSOCIATION’s overall performance? 5 – excellent 4 – very good 3 – good 2 – fair 1 – poor How would you rate the benefit/value provided to you as a member / customer of ASSOCIATION? 5 – excellent 4 – very good 3 – good 2 – fair 1 – poor Please indicate the degree to which you prefer ASSOCIATION versus any other provider of comparable (benefits), products and services available for your profession? 5 – very strongly 4 – strongly 3 – slightly 2 – not preference at all 1 – preference other providers
  6. 6. Engagement Index Participants USA 2017 American Counseling Association American Institute of Chemical Engineers ASIS International APICS American Society of Mechanical Engineers American Welding Society Fabricators & Manufacturers Association IEEE International Society of Automation NACE International Global 2016 American Concrete Institute American Institute of CPAs APICS American Society of Civil Engineers American Society for Clinical Pathology ASIS International American Society for Quality American College of Chest Physicians (CHEST) IEEE International Facility Management Association International Society of Automation Information Systems Audit and Control Association Material Research Society NACE International Society of Critical Care Medicine
  7. 7. Engagement Index Panel Michael Gips, ASIS International Pat Gouhin, CAE, ISA
  8. 8. Agenda • Overview of Leading Insights (AEI and GEI) – Relationship strength and performance – Product usage, membership and engagement – Targeting to customize a response (customer typology) • Table Discussions – Findings and takeaways – Questions
  9. 9. GEI HIGHLIGHTS FROM 2016
  10. 10. Relationships Can Improve Mature markets score poorly Relationship strength Impacts everything MARCOM localization improvements desired Certification #1 Product People want more relevant, accessible content
  11. 11. Relationship Strength Varies Less relevant products or membership experiences hurts engagement & relationship strength Better the relationship the more products used & higher expectation of renewal
  12. 12. KEY INSIGHTS AMERICAN ENGAGEMENT INDEX 2017 OVERALL REPORT
  13. 13. RELATIONSHIP STRENGTH & PERFORMANCE
  14. 14. 14American Engagement Index 2017 75 89 78 67 63 86 78 25 50 75 100 125 AEI Total Sample - all associations Top association Top 30% of associations Bottom 30% of associations Bottom association GEI Total Sample GEI Mature Markets AEI OVERALL SCORE IS 11 POINTS LOWER THAN GEI BUT CONSISTENT WITH OTHER MATURE MARKETS Base: n= 3881 // 8580 / 3341 Index ranges from -50 to +150 Very strong Relationship (Index: 125 – 150) Weak Relationship (Index: 25 – 74) Moderate Relationship (Index: 75 – 99) Strong Relationship (Index: 100 – 124) Very weak Relationship (Index: -50 – 24) AEI GEI Comparison with Benchmarks ASIS 77 ISA 78
  15. 15. 15American Engagement Index 2017 75 78 44 74 74 85 70 78 25 50 75 100 125 Total Sample AEI Members with product usage Members without product usage Customers Individual members Corporate members Costs for membership paid on one's own Costs paid by employer MEMBERS WHO DONT USE PRODUCTS ARE SIGNFICANT TROUBLE SPOTS WHILE CORPORATES MOST ENGAGED Base: n= 3881 // 3355 / 394 / 132 // 3450 / 299 // 1866 / 1660 Index ranges from -50 to +150 Relationship to association Very strong Relationship (Index: 125 – 150) Weak Relationship (Index: 25 – 74) Moderate Relationship (Index: 75 – 99) Strong Relationship (Index: 100 – 124) Very weak Relationship (Index: -50 – 24) 79 78 51 82 76 69 78 78 Benchmark GEI mature markets:
  16. 16. 16American Engagement Index 2017 78 89 72 78 97 72 44 67 44 52 51 25 50 75 100 125 Total Sample AEI Overall perception Benefits / Value Offering & Customer Service Products & Services Communication & Information MEMBERS WHO DON’T BUY PRODUCTS SCORE SIGNIFICANTLY LOWER IN ALL PERFORMANCE AREAS Base: n= 3355 / 394 // 3164 / 341 // 3052 / 323 // 3010 / 317 // 2966 // 2930 / 301 Index ranges from -50 to +150 Very high Low Moderate High Very low Performance areas Members with product usage (Members without product usage not measured) Members without product usage ISA 83 ASIS 81 ISA 63 ASIS 41
  17. 17. 17American Engagement Index 2017 75 76 73 61 74 75 82 78 71 25 50 75 100 125 State Region Municipality No ICT / Business Services Engineering Associate degree or less Bachelor degree Graduate degree ENGAGEMENT DECREASES WITH HIGHER EDUCATION LEVELS Base: n= 1095 / 1831 / 626 / 130 // 1373 / 2509 // 680 / 1007 / 1452 Index ranges from -50 to +150 Demographics Local component Educational levelIndustry sector (HC not included in 2017) Very strong Relationship (Index: 125 – 150) Weak Relationship (Index: 25 – 74) Moderate Relationship (Index: 75 – 99) Strong Relationship (Index: 100 – 124) Very weak Relationship (Index: -50 – 24) Benchmark GEI mature markets: 77 80 77 78 Not measured
  18. 18. 18American Engagement Index 2017 15% 14% 35% 13% 17% 19% 13% 8% 10% 31% 30% 39% 33% 31% 33% 31% 32% 29% 34% 10% 11% 11% 10% 13% 9% 11% 13% 13% 28% 29% 14% 30% 27% 32% 27% 29% 33% 31% 15% 17% 7% 13% 15% 17% 14% 16% 18% 13% Total sample AEI Members with product usage Members without product usage Customers Individual members Corporate members Costs for membership paid on one's own Costs paid by employer GEI total sample GEI mature markets Very strong relationship (Index: 125 -150) Strong relationship (Index: 100 - 124) Moderate relationship (Index: 75 - 99) Weak relationship (Index: 25 - 74) Very weak relationship (Index: -50 - 24) RELATIONSHIP STRENGTH IS TOO WEAK TO SUSTAIN GROWTH; CONSISTENT WITH OTHER MATURE MARKETS Relationship Benchmarks Base: n= 3881 // 3355 / 394 / 132 // 3450 / 299 // 1866 / 1660 // 8580 / 3293
  19. 19. 19American Engagement Index 2017 DRIVER ANALYSIS - OVERALL PERCEPTION TOTAL SAMPLE P1 Member / customer focus P2 Reputation P3 Subject matter expertise P4 Reliability P5 Internationality P6 Contribution to society P7 Influence on policy P8 Thought leadershipWatch Impact- + Consider Focus Leverage P1 P2 P3 P4 P5 P6 P7 P8 Performance - + goodaveragesubstandard HighMediumLow
  20. 20. Driver Analysis – Overall Perception Score Perform/Impact ASIS Intnl ISA Good/High - - Good/Med 2,3 2,3 Good/Low - - Average/High 1,4,8 1,4,6 Average/Med 6,7 7 Average/Low 5 5 Below/High- Med - -
  21. 21. Driver Analysis – Benefits/Value Score Perform/Impact ASIS Intnl ISA Good/High - - Good/Med - - Good/Low - - Average/High 2,3,4 1-4 Average/Med 8,9,11,12 7-9,11,12 Average/Low 5,7 5 Below/High- Med 1,10 10 Below/Low 6 6
  22. 22. 22American Engagement Index 2017 PRODUCTS USAGE, MEMBERSHIP & ENGAGEMENT
  23. 23. 23American Engagement Index 2017 PRODUCT USAGE IN USA DIFFERENT THAN GLOBAL – WHAT & HOW MUCH Number of used productsProduct usage 36% 33% 28% 25% 25% 24% 19% 19% 12% 12% 11% 8% 7% 6% 6% 2% 2% 5% 9% Question: B.3 And which products or services from ASSOCIATION have you used within the last 18 months? (Multiple responses possible) Base: n= 3880 / 3881 / 3293 Editorial Magazines / Newsletters (Print or Digital) Standards, codes or professional guidance and good practices Annual meetings & (regional / local) conferences Association Journal(s) or other publications (peer-reviewed) (Print or Digital) Certifications or accreditations Online library / information databases Online Webinar (LIVE or on demand) presentations Other publications, whitepapers, etc. Online networking (social media / online communities) Online education programs Instructor led (face to face) training Career Services and Information Research & Benchmark Statistics Home-study programs (print / DVDs / books) Industry Tours Workforce Development and Recruiting Scholarships Other product / service No product or service used/purchased 9% 4% 23% 21% 20% 23% 18% 32% 13% 9% 18% 12% AEI total sample all associations Benchmark GEI (mature markets) 5+ products 4 products 3 products 2 products 1 product 0 products Average: 3.1 Average: 2.7 Magazines, Newsletters #1
  24. 24. 24American Engagement Index 2017 RELEVANT PRODUCT EXPERIENCE STRONGLY DETERMINES RELATIONSHIP QUALITY Base: n= 3881 // 395 / 756 / 780 / 689 / 496 / 765 // 131 / 708 / 755 / 1068 / 283 / 396 Index ranges from -50 to +150 Very strong Relationship (Index: 125 – 150) Weak Relationship (Index: 25 – 74) Moderate Relationship (Index: 75 – 99) Strong Relationship (Index: 100 – 124) Very weak Relationship (Index: -50 – 24) Number of products / services used in past 18 months 75 44 64 73 80 83 96 25 50 75 100 125 Total Sample AEI 0 products 1 product 2 products 3 products 4 products 5+ products 51 81 63 Benchmark GEI mature markets: 83 85 93 ASIS 3.6 ISA 2.6
  25. 25. 25American Engagement Index 2017 YET, ENGAGEMENT DECREASES AS MEMBERSHIP AGES Base: n= 3881 // 445 / 426 / 487 / 1408 // 8580 / 3341 Index ranges from -50 to +150 Very strong Relationship (Index: 125 – 150) Weak Relationship (Index: 25 – 74) Moderate Relationship (Index: 75 – 99) Strong Relationship (Index: 100 – 124) Very weak Relationship (Index: -50 – 24) GEI Comparison with Benchmarks 75 82 78 77 73 86 78 25 50 75 100 125 Total Sample AEI Up to 2 years 3-5 years 6-10 years 11 years and more GEI Total Sample GEI Mature Markets Duration of membership AEI
  26. 26. 26American Engagement Index 2017 5%4% 20%20% 49% 32% 12% 3% 24% 15% 35% 32% 24% 9% 51% 11% 30% 56% 72% 90% AEI member total very weak relationship weak relationship moderate relationship strong relationship very strong relationship 5 Definitely 4 Most likely 3 Likely 2 Rather not 1 Definitely not RENEWAL STRONGLY DEPENDS ON THE STRENGTH OF THE RELATIONSHIP Question: C.11 Given your membership experiences with ASSOCIATION, how likely is it that you will renew your membership at ASSOCIATION? Base: n= 3624 / 571 / 1001 / 367 / 1095 / 590 Relationship to association Likeliness to renew membership MEMBERS
  27. 27. 27American Engagement Index 2017 …SAME WITH LIKELIHOOD TO FUTURE PARTICIPATION Question: G.27 In the next 12 months, what will be your tendency to participate in following activities of the ASSOCIATION compared to last year? Base: n= 3055 // 489 / 854 / 311 / 900 / 501 | * Aggregated Indicator of Items in Question G.27. 6% 15% 5% 4% 5% 4% 19% 26% 21% 24% 15% 11% 13% 11% 12% 15% 14% 13% 30% 29% 33% 23% 31% 32% 32% 20% 29% 34% 36% 40% AEI member total very weak relationship weak relationship moderate relationship strong relationship very strong relationship increasing participation planned stable participation planned no clear tendency decreasing participation planned no participation intended at all Relationship to association Likelihood to participate in ASSOCIATION activities next 12 months* MEMBERS 49% 62% 57% 67% 72%
  28. 28. 28American Engagement Index 2017 … AND PRODUCT USAGE PATTERNS CHANGE TOO IN LAST 18 MONTHS Question: B.3 And which products or services from ASSOCIATION have you used within the last 18 months? (Multiple responses possible) Base: n = 445 / 426 / 487 / 1407 // 445 / 426 / 487 / 1408 5% 22% 33% 26% 36% 38% 20% 19% 32% 0% 10% 20% 30% 40% 50% Up to 2 years 3-5 years 6-10 years 11 years and more Instructor led (face to face) training Annual meetings & (regional / local) conferences Standards, codes or professional guidance and good practices Certifications or accreditations Association Journal(s) or other publications that are peer- reviewed (Print or Digital) Product usage and duration of membership MEMBERS Average Number of Products: 2.8 3.2 3.4 3.0 Certifications or accreditations Standards, codes or professional guidance and good practices Annual meetings & (regional / local) conferences Instructor led (face to face) training Association Journal(s) or other publications that are peer-reviewed (Print or Digital) Customers consume products like new members
  29. 29. 29American Engagement Index 2017 MOTIVES FOR MEMBERSHIP CHANGE OVER TIME Question: E17 Which of the following qualities are most relevant to you when thinking about your membership in ASSOCIATION? (Multiple responses possible) Question: E18 What are the leading motivational factors that convinced you to join ASSOCIATION? (Multiple responses possible) Base: n = 220 / 210 / 237 / 705 // 221 / 213 / 249 / 700 9% 4% 31% 20% 23% 13% 0% 10% 20% 30% 40% 50% Up to 2 years 3-5 years 6-10 years 11 years and more Possibility to improve bottom line results in my business Opportunities for education and innovation among industry professionals Opportunities to develop leadership skills or contribute to my profession or industry Requirement to hold association certification / credentials 42% 18% 37% 25% 0% 10% 20% 30% 40% 50% Up to 2 years 3-5 years 6-10 years 11 years and more To obtain a certification To make me more valuable to my employer Most relevant qualities for membership Leading motivational factors to join MEMBERS Opportunities for education and innovation among industry professionals Opportunities to develop leadership skills or contribute to my profession or industry Requirement to hold association certification / credentials Possibility to improve bottom line results in my business To obtain a certification To make me more valuable to my employer
  30. 30. 30American Engagement Index 2017 ...WHEREAS THE IMPORTANCE OF BELONGING TO COMMUNITY SIGNIFICANTLY INCREASES OVER TIME Question: E.17 Which of the following qualities are most relevant to you when thinking about your membership in ASSOCIATION? (Multiple responses possible) Question: E.18 What are the leading motivational factors that convinced you to join ASSOCIATION? (Multiple responses possible) Base: n = 220 / 210 / 237 / 705 // 221 / 213 / 249 / 700 21% 36% 14% 24% 0% 10% 20% 30% 40% 50% Up to 2 years 3-5 years 6-10 years 11 years and more A relevant source for standards and codes Represents my profession to the world at large 7% 14%16% 21% 21% 26% 20% 37% 0% 10% 20% 30% 40% 50% Up to 2 years 3-5 years 6-10 years 11 years and more To support the association’s mission or reason for being To contribute knowledge or content in my field Networking opportunities Be part of a community of like-minded professionals/organizations Most relevant qualities for membership Leading motivational factors to join MEMBERS Networking opportunities Be part of a community of like-minded professionals/organizations To contribute knowledge or content in my field To support the association’s mission or reason for being A relevant source for standards and codes Represents my profession to the world at large
  31. 31. 31American Engagement Index 2017 30% 23% 23% 37% 41% 21% 28% 30% 26% 31% 27% 28% 34% 37% 40% 51% 46% 37% 31% 45% 35% AEI Total Sample all associations Top association Top 30% of associations Bottom 30% of associations Bottom association GEI Total Sample GEI Mature Markets Promoters Neutrals Detractors MEMBERS OR CUSTOMERS WITH WEAK RELATIONSHIP STRENGTH ARE “AT RISK” Net Promoter Score (scale range +100 to – 100) Benchmarks GEI Question: C.10 How likely is it that you would recommend ASSOCIATION to a friend, business partner or colleague? | Scale: (10) extremely likely – (0) not at all likely. Members/Customers with a Score of 9 to 10 are defined as Promoters, with 7 to 8 as Neutrals and with 0 to 6 as Detractors. The NPS is calculated by subtracting the share of Detractors from the share of Promoters. Base: n=3776 // 8538 / 3288 10 28 22 0 -10 24 7 AEI NPS
  32. 32. 32American Engagement Index 2017 DRIVER ANALYSIS - OFFERING & CUSTOMER SERVICE TOTAL SAMPLE O1 Quality of customer service O2 Availability and responsiveness of customer service O3 Quality of products and services O4 Availability and accessibility of products and services O5 Variety of member benefits / products and services O6 Relevant content and case studies O7 Reasonable prices for (membership,) products and services Watch Impact- + Consider Focus Leverage O1 O2 O3 O4 O5 O6 O7 Performance - + HighMediumLow goodaveragesubstandard
  33. 33. Driver Analysis – Offering/Customer Service Score Perform/Impact ASIS Intnl ISA Good/High - - Good/Med - - Good/Low - - Average/High 3,5,6 1-5,7 Average/Med 1,2,4 6 Average/Low - - Below/High- Med 7 - Below/Low - -
  34. 34. Driver Analysis – Products & Services Score Perform/Impact ASIS Intnl ISA Good/High - - Good/Med 1,6,12,13 12,13 Good/Low - 6 Average/High 2,11 4,10 Average/Med 3-5,7-10 5,7,8,11 Average/Low - - Below/High- Med - - Below/Low - - * Not all associations offer the entire product portfolio
  35. 35. 35American Engagement Index 2017 TARGETING TO CUSTOMIZE A RESPONSE
  36. 36. 36American Engagement Index 2017 THE HIGH SHARE OF PASSIVES WITHIN THE US MEMBER BASE IS A CHALLENGE TO ASSOCIATIONS. OPEN ACTIVE LOYAL MULTIPLIERPASSIVE Base: n= 3776 // 8537 / 3288 19% 22% 24% 22% 14%AEI Total sample
  37. 37. 37American Engagement Index 2017 Up to 2 years 16% 19% 23% 25% 16% 3-5 years 14% 22% 23% 27% 15% 6-10 years 16% 20% 23% 23% 19% 11 years and more 19% 21% 25% 17% 18% Customers 20% 25% 24% 26% 5% GEI Total sample 10% 22% 29% 31% 8% GEI mature markets 13% 25% 30% 23% 8% IN USA, LONG-TERM MEMBERS (11 YEARS+) ARE AMONG HIGHEST PASSIVES & MULTIPLERS; GLOBALLY MORE STABLE OPEN ACTIVE LOYAL MULTIPLIERPASSIVE Base: n= 3776 // 442/ 426 / 486 / 1407 // 126 // 8537 / 3288 19% 22% 24% 22% 14%AEI Total sample Duration of membership: 29% of the 11+ year multipliers want to contribute knowledge or content in their field. And 35% want to be part of a community of like-minded professionals.
  38. 38. 38American Engagement Index 2017 DRIVER ANALYSIS - OVERALL PERCEPTION TOTAL SAMPLE Consider Leverage P1 P2 P3 P4 P5 P6 P7 P8 HighMediumLow averagesubstandard Watch Impact- + Focus Performance - Open + P1 Member / customer focus P2 Reputation P3 Subject matter expertise P4 Reliability P5 Internationality P6 Contribution to society P7 Influence on policy P8 Thought leadership Consider Leverage P1 P2 P3 P4 P5 P6 P7 P8 HighMediumLow Watch Impact- + Focus Performance - Multiplier + goodaverage Consider Leverage P1 P2 P3 P4 P5 P6 P7 P8 HighMediumLow Watch Impact- + Focus Performance - Loyal + goodaverage Consider Leverage P1 P2 P3 P4 P5 P6 P7 P8 HighMediumLow Watch Impact- + Focus Performance - Active + goodaverage + Consider Leverage P1 P2 P3 P4 P5 P6 P7 P8 HighMediumLow Watch Impact- + Focus Performance - Passive averagesubstandard
  39. 39. 39American Engagement Index 2017 DRIVER ANALYSIS - BENEFITS / VALUE TOTAL SAMPLE Watch Focus Consider Leverage B1 B2 B3 B4 B5 B6 B7 B8 B9 B10 B11 B12 HighMediumLow averagesubstandard Impact- + Performance - Open + B1 Provides me / my organization with competitive advantage B2 Helps me achieve my personal / professional goals B3 Value for money B4 Membership benefits / Products & services correspond to my needs B5 Provides me the opportunity to be a volunteer on boards, committees and councils B6 Provides me the opportunity to take part in community volunteer programs B7 Provides me the opportunity to attend a major meeting or conference B8 Enables me to reach out to other members in the US B9 Enables me to reach out to members throughout the world B10 Conducts or produces humanitarian or social good activities or resources B11 Provides me opportunities for networking B12 Provides access to industry experts Consider Leverage B1 B2 B3 B4 B5 B6 B7 B8 B9 B10 B11 B12 HighMediumLow Watch Impact- + Focus Performance - Multiplier + goodaverage Consider Leverage B1 B2 B3 B4 B5 B6 B7 B8 B9 B10 B11 B12 HighMediumLow Watch Impact- + Focus Performance - Loyal + goodaverage Consider Leverage B1 B2 B3 B4 B5 B6 B7 B8 B9 B10 B11 B12 HighMediumLow Watch Impact- + Focus Performance - Active + goodaverage Focus + Consider Leverage B1 B2 B3 B4 B5 B6 B7 B8 B9 B10 B11 B12 HighMediumLow Watch Impact- + Performance - Passive averagesubstandard
  40. 40. 40American Engagement Index 2017 DRIVER ANALYSIS - PRODUCTS & SERVICES TOTAL SAMPLE Consider Leverage PS1 PS2 PS3 PS4 PS5 PS6 PS7 PS8 PS9 PS10 PS11 PS12 PS13 PS14 PS16 HighMediumLow averagesubstandard Watch Impact- + Focus Performance - Open + PS1 Instructor led (face to face) training PS2 Home-study programs (print / DVDs / books) PS3 Online education programs PS4 Online Webinar (LIVE or on demand) presentations PS5 Editorial Magazines / Newsletters (Print or Digital) PS6 Association Journal(s) or other publications that are peer-reviewed (Print or Digital) PS7 Other publications, whitepapers, etc. PS8 Online library / information databases PS9 Research & Benchmark Statistics PS10 Annual meetings & (regional / local) conferences PS11 Online networking (social media / online communities) PS12 Standards, codes or professional guidance and good practices PS13 Certifications or accreditations PS14 Career Services and Information PS15 Workforce Development and Recruiting PS16 Industry Tours PS17 Scholarships Consider Leverage PS1 PS2 PS3 PS4 PS5 PS6 PS7 PS8 PS9 PS10 PS11 PS12 PS13 PS14 PS16 HighMediumLow Watch Impact- + Focus Performance - Multiplier + goodaverage Consider LeveragePS1 PS2 PS3 PS4 PS5 PS6 PS7 PS8 PS9 PS10 PS11 PS12 PS13 PS14 PS16 HighMediumLow Watch Impact- + Focus Performance - Loyal + goodaverage Consider LeveragePS1 PS2 PS3 PS4 PS5 PS6 PS7 PS8 PS9 PS10 PS11 PS12 PS13 PS14 PS16 HighMediumLow Watch Impact- + Focus Performance - Active + goodaverage + Consider Leverage PS5 PS6 PS8 PS10 PS12 PS13 HighMediumLow Watch Impact- + Focus Performance - Passive averagesubstandard
  41. 41. 41American Engagement Index 2017 STAYING CURRENT ON TRENDS & GAINING KNOWLEDGE ARE THE MOST RELEVANT MOTIVES FOR ALL TYPES Question: E.17 Which of the following qualities are most relevant to you when thinking about your membership in ASSOCIATION / when thinking about purchasing products & services from ASSOCIATION? Please select the top three. Question: E.18a What are the leading motivational factors that convinced you to join ASSOCIATION? Please select the top three. Base: n= 307 / 340 / 421 / 359 / 260 // 282 / 348 / 356 / 353 / 263 TYPOLOGY Top 4 most relevant qualities for membership / for purchasing products & services OPEN ACTIVE LOYAL MULTIPLIERPASSIVE 19% 22% 24% 22% 14% Staying current with regards to professional / technical trends 39% 41% 43% 40% 43% A relevant source for standards and codes 27% 35% 34% 30% 30% Possibility to attend conferences, meetings or special events 22% 24% 27% 31% 26% Opportunities for education and innovation among industry professionals 19% 24% 27% 24% 28% Gain knowledge of industry practices throughout the world 24% 30% 34% 37% 40% Be part of a community of like-minded professionals/organizations 24% 32% 33% 31% 34% To make me more valuable to my employer 23% 20% 31% 31% 30% Networking opportunities 24% 28% 29% 22% 27% Top 4 leading motivational factors to join
  42. 42. 42American Engagement Index 2017 CHEAPER MEMBERSHIP IS LESS IMPORTANT THE STRONGER THE ENGAGEMENT WHILE RELEVANT DEMAND INCREASES Question E.20 Below you will find a list of possible benefits that could be provided by ASSOCIATION. Which of those would encourage you to renew your membership with ASSOCIATION for another 3 years? (member) / Which of those would encourage you to become a member of ASSOCIATION within the next 12 months? (customer) Base: n= 569 / 670 / 765 / 696 / 516 TYPOLOGY Benefits encouraging members to renew membership OPEN ACTIVE LOYAL MULTIPLIERPASSIVE Reduction in member fees 49% 44% 41% 36% 36% More activities / events near me 27% 28% 29% 34% 33% More member benefits applicable for my specific profession / interest 27% 27% 27% 30% 32% More timely and relevant content in my areas of interest 28% 26% 28% 24% 28% Access to job boards and career resources 17% 20% 25% 29% 20% 19% 22% 24% 22% 14%
  43. 43. 43American Engagement Index 2017 29% 27% 17% 15% 2% 2% 2% 2% 2% SCHOOL OR WORK CHANNELS STRONGER IN USA VS GLOBALLY; WOM REMAINS #1 From university Through my job in general From a manager and/or trusted advisor (mentor) From a colleague / friend From a conference Through publications Through the internet Other Don’t remember Question: F.21 How did you originally become aware of ASSOCIATION? Base: n= 3261 | *category not included in GEI survey GEI mature markets 13% * 21% 25% 9% 9% 12% 3% 2% Becoming aware of ASSOCIATION Word of mouth: 32% 46%
  44. 44. 44American Engagement Index 2017 83% 29% 17% 14% 8% 7% 7% 5% 2% 66% 11% 56% 36% 13% 12% 11% 10% 7% 6% 5% 4% 3% 3% USA MEMBERS PREFER WEBSITE & EMAIL Question: Question G.23 What is the most useful source for you to get an understanding of the membership benefits / product and services of ...? What is the most useful source for you to get an understanding of the product and services portfolio of ...? | Question G.26 Which of the following communication channels would you prefer to receive information from ...? | Base: n= 3129 / 3111 Most useful source to get an understanding of the membership benefits Email Website of Association Newsletter Direct Mail Tablet / smartphone App Social Media Personal exchange with association / chapter or section representatives Online community (Mobile) Phone (Call, SMS,) Association website Email Internet in general Conferences Direct Mail Membership brochure Article(s) in a newspaper / publication Colleagues / friends Other member(s) Customer service representative(s) of ... Social media Video 39% 22% 8% Preferred communication channel to receive information CHANNEL PREFERENCES - MEMBERS Top 3 choices accumulated First choice Top 3 choices accumulated First choice
  45. 45. For More Information • Global Engagement Index – Public Findings Report – Infographic • American Engagement Index – Public Findings Report – peter.turner@mci-group.com

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