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Getting more roi from engagement through stronger relationships here abroad the engagement index.webinar 11.21.17
The American Engagement Index 2017 provides insights into member engagement and relationship strength across various associations, emphasizing the importance of tailored communication and product offerings to enhance loyalty. It identifies the challenges of stagnating membership and competition while suggesting that the overall performance of associations impacts members' willingness to renew. The index serves as a key performance indicator, assessing member satisfaction through rating dimensions such as preference, performance, and benefits offered.
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Getting more roi from engagement through stronger relationships here abroad the engagement index.webinar 11.21.17
- 1. Getting More ROIfrom Engagement through Stronger Relationships Here & Abroad - The Engagement Index Marc Beebe, CAE, IEEE Michael Gips, ASIS International Jakov Cavar, FairControl Peter Turner, MCI Group
- 2. 2American Engagement Index2017 Overview of Leading Insights (AEI with references to GEI) – Relationship strength and performance – Product usage, membership and engagement – Targeting to customize offering & communication Q&A Second Edition – GEI coming in Q12018 AGENDA
- 3. 3American Engagement Index2017 Marc Beebe, Director - Strategic Research, IEEE Michael Gips, Chief Global Knowledge & Learning Officer, ASIS International AMERICAN ENGAGEMENT INDEX – PANEL & PARTICIPANTS
- 4. 4American Engagement Index2017 JAKOV CAVAR – INDEX RESEARCH PARTNER Managing Director, FairControl Jakov Cavar studied Business Management with focus on Marketing, Financing and Statistics in Regensburg, Germany. After working as consultant in a French market research company, he joined TNS Infratest, one of the world’s largest market research agencies, and worked there for many years, his last position being Head of department. In 2015 he became Managing Director of FairControl and is since responsible for Strategy, Operations and Marketing.
- 5. 5American Engagement Index2017 MARKET PLACE 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
- 6. 6American Engagement Index2017 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
- 7. 7American Engagement Index2017 INDEX PARTICIPANTS Global Engagement Index 2016 (GEI) 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 American Engagement Index 2017 (AEI) 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
- 8. 8American Engagement Index2017 THE FRAMEWORK ADDRESSES TODAY’S COMPLEX WORLD Member / customer experiences across… Engagement & Relationship Strength Customer/memberbehavior Association’sorganizational performance&communication Advocacy Increase Share of spend Repurchase / Renew Membership Product / Service / Membership Trial Products (Association journals, training programs, conferences & events, standards, practices, certifications, magazines, etc.) Channels / touch points (Website, digital communication, personal communication, customer service, meetings, etc.) Member benefits (current knowledge, industry best practices, networking, competitive advantage, reputation, etc.) Membership fees / Prices ENGAGEMENT INDEX AS ONE SINGLE KPI REFLECTING ENGAGEMENT STATUS AND RELATIONSHIP STRENGTH
- 9. 9American Engagement Index2017 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
- 10. 10American Engagement Index2017 OVERVIEW OF EVALUATED QUALITY ITEMS & CATEGORIES 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
- 11. 11American Engagement Index2017 RELATIONSHIP STRENGTH AND PERFORMANCE
- 12. 12American Engagement Index2017 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 IEEE 66
- 13. 13American Engagement Index2017 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 DON‘T USE PRODUCTS ARE SIGNFICANT TROUBLE SPOTS WHILE COMPANY MEMBERS ARE 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:
- 14. 14American Engagement Index2017 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 ASIS 81 IEEE 70 ASIS 41 IEEE 40
- 15. 15American Engagement Index2017 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
- 16. 16American Engagement Index2017 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
- 17. 17American Engagement Index2017 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 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 Relationship to association Likeliness to renew membership MEMBERS
- 18. 18American Engagement Index2017 …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 Tendency to participate in ASSOCIATION activities* MEMBERS
- 19. 19American Engagement Index2017 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. 20American Engagement Index2017 DRIVER ANALYSIS - OVERALL PERCEPTION Performance Impact AEI - Total ASIS Intnl IEEE Good High - - - Good Med 2 2,3 2 Good Low 3 - 3 Average High 1,4,8 1,4,8 1 Average Med 6 6,7 4,6,8 Average Low 5,7 5 5,7 Below High – Med - - - Below Low - - - 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
- 21. 21American Engagement Index2017 DRIVER ANALYSIS - BENEFITS / VALUE TOTAL SAMPLE 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 Watch Impact- + Consider Focus Leverage B1 B2 B3 B4 B5 B6 B7 B8 B9 B10 B11 B12 Performance - + HighMediumLow goodaveragesubstandard
- 22. 22American Engagement Index2017 DRIVER ANALYSIS - BENEFITS / VALUE Performance Impact AEI - Total ASIS Intnl IEEE Good High - - - Good Med - - - Good Low - - Average High 1,2,3,4 2,3,4 - Average Med 8,9,11,12 8,9,11,12 8,11,12 Average Low 5,7 5,7 5,7 Below High – Med - 1,10 1-4,9,10 Below Low 6,10 6 6 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
- 23. 23American Engagement Index2017 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
- 24. 24American Engagement Index2017 DRIVER ANALYSIS - OFFERING & CUSTOMER SERVICE Performance Impact AEI - Total ASIS Intnl IEEE Good High - - - Good Med - - - Good Low - - - Average High 3,5,6 3,5,6 3,5 Average Med 1,2,4 1,2,4 1,2,4,6 Average Low - - - Below High – Med 7 7 7 Below Low - - - 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
- 25. 25American Engagement Index2017 DRIVER ANALYSIS – PRODUCTS & SERVICES Performance Impact AEI - Total ASIS Intnl IEEE Good High - - - Good Med 13 1,6,12,13 - Good Low 6,12,16 - 5,6,12 Average High 15 2,11 - Average Med 1-3,9,10,14 3-5,7-10 4,14 Average Low 4,5,7,8,11,17 - 3,7-10 Below High – Med - - - Below Low - - - 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
- 26. 26American Engagement Index2017 PRODUCT USAGE, MEMBERSHIP AND ENGAGEMENT
- 27. 27American Engagement Index2017 PRODUCT USAGE IN USA SLIGHTLY HIGHER COMPARED TO GLOBAL WITH DIFFERENT PRODUCT PREFERENCES 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
- 28. 28American Engagement Index2017 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 IEEE 2.6 ASIS 3.6
- 29. 29American Engagement Index2017 YET, ENGAGEMENT DECREASES WITH MEMBERSHIP TENURE 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
- 30. 30American Engagement Index2017 … AND PRODUCT USAGE PATTERNS CHANGE 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
- 31. 31American Engagement Index2017 MOTIVES FOR MEMBERSHIP CHANGE 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 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
- 32. 32American Engagement Index2017 ...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
- 33. 33American Engagement Index2017 83% 29% 17% 14% 8% 7% 7% 5% 2% 66% 11% 56% 36% 13% 12% 11% 10% 7% 6% 5% 4% 3% 3% 39% 22% 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 Preferred communication channel to receive information CHANNEL PREFERENCES - MEMBERS Top 3 choices accumulated First choice Reading example: Overall 56% of members mention the association website among their top 3 channels. 39% of them select this first (being more important) Top 3 choices accumulated First choice
- 34. 34American Engagement Index2017 TAKEAWAYS FROM AEI? CONTRASTS WITH GEI?
- 35. 35American Engagement Index2017 SECOND EDITION OF GEI - COMING IN Q1/2018 The GLOBAL ENGAGEMENT INDEX has established itself as a key benchmark for international associations to measure their member and customer relationship strength and engagement…
- 36. 36American Engagement Index2017 SECOND EDITION OF GEI – LESSONS LEARNED Engagement Typology ... indicates that relationships must improve to increase engagement & ROI…
- 37. 37American Engagement Index2017 SECOND EDITION OF GEI – ACTIONABLE INSIGHTS ... and provides insights that go far beyond benchmarking, in order for stakeholders to make the right decisions based on facts.
- 38. 38American Engagement Index2017 Association Partner Feedback from GEI2016 “The GEI recommended a more individualized focus on marketing our certification. In the future, we will be pushing more of a communications campaign especially in target markets. GEI served as a prompt to think about localizing delivery—an essential step in building loyalty among members and customers. GEI findings revealed a strong interest among customers in journals and newsletters rather than in education, which has prompted rethinking how those products are highlighted.” “I think our conversations to date have been really, ‘We need to be making sure we’re pushing our online content, because that’s already there and available. We might have done better seeing what we could do, getting our journals in their hands instead. We really need to do a better job of teaching our volunteers how to communicate our value proposition, and, of course, localizing our value proposition in turn, which is something we really haven’t done. I think that the data from the Index is going to help us do that a little bit better in terms of our messaging.” Jennifer R. Young Director, International Operations American Society for Clinical Pathology “The GEI was a reminder that engagement is a critical part of a product. Though ASQ performed very well in the Index, with a Relationship Index of 93, we still see an opportunity to deepen relationships. There is really so much that we can do in terms of strategizing, having more focused interactions and more focus on the user experience, rather than so much on the product than we do right now. I think there’s really a lot to do.” Renata L. Lerch Deputy Managing Director ASQ Global
- 39. 39American Engagement Index2017 “The GEI provided an opportunity to steer our global efforts more strategically, rather than responding to member concerns on a case-by-case basis. NACE International is looking at ways to improve its customer service, for instance. We need to work on stronger customer service in those regions, more local presence in the time zone. Most of our call centers are based out of the US, but we want to make sure that we address that and make sure that as we grow those customers there we can meet their needs and serve them accordingly.” Nate Lavigne Senior Manager, Information Technology NACE International Participants in the GEI are now looking at ways to intensify that deep customer focus. CHEST is considering international gatherings that are more intimate 200-300-person events, rather than larger, 2,000-person ones. We think there’s an opportunity to show greater member/customer focus through a more intimate regional approach to those conferences and have them travel so we can do several in a given year, versus putting all our effort into one big thing in one location. Sue Reimbold Senior VP, Marketing and Communications American College of Chest Physicians Association Partner Feedback from GEI2016
- 40. 40American Engagement Index2017 Global Engagement Index – Public Findings Report 2016 – Infographic American Engagement Index – Public Findings Report 2017 (to be released in early December) Peter Turner +1.571.275.1516 peter.turner@mci-group.com FOR MORE INFORMATION