Readying Members for Digital Adoption
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The document discusses readying members for digital adoption and digital transformation. It emphasizes taking a member-focused lens to understand member needs and expectations. A successful digital strategy should drive maturity, have clear objectives, build skills, and view risk as normal. Technologies discussed that could enhance the member experience include wearables, augmented reality, location services, and augmented intelligence. Barriers to member adoption include high competition, ineffective onboarding, and lack of support. The document concludes that change is already happening and digital transformation should be grounded in serving members.
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Readying Members for Digital Adoption
- 1. the key to digital transformation Readying Members for Digital Adoption
- 3. the key to digital transformation What does it Mean? © Dannah Cahn, https://blog.walkme.com/everything-digital-adoption/
- 4. the key to digital transformation Importance of Digital Strategy • DRIVES DIGITAL MATURITY • SCOPE AND OBJECTIVES • BUILD SKILLS TO REALIZE STRATEGIES • RISK BECOMES THE NORM • AGENDA LED FROM THE TOP
- 5. the key to digital transformation YESTERDAY TODAY TOMORROW
- 6. the key to digital transformation Ready Player One
- 8. the key to digital transformation Why View through a Member Focused Lens? • WHAT THEY NEED, NOT WHAT WE THINK THEY NEED • THEIR EXPERIENCES WITH OTHER TECH BECOMES THE NEW EXPECTATION FOR US • NEED TO MEET THEIR EXPECTATIONS • HOW THEY VIEW IT
- 9. the key to digital transformation How to View Through at Member Focused Lense • START WITH GATHERING INFORMATION • BEST PRACTICES ARE IN THE SPACE • ANECDOTAL INFORMATION IS THERE • DEVELOP/OUTLINE THE PROCESS • WHAT IS THE PURPOSE/OUTCOMES? • WHAT DOES IT LOOK LIKE?
- 10. the key to digital transformation Make it About the Members • VET AND TEST THROUGH MEMBERS • IDENTIFY KEY GROUP • DIVERSITY OF PERSONA’S
- 11. Readying Members for Digital
- 12. the key to digital transformation Are you Struggling or Failing? © http://ziogeek.com/wp-content/uploads/2013/07/spaghetti.jpg© http://www.aplvblog.com/2009/11/movie-review-mon-oncle.html
- 13. the key to digital transformation Approach • LISTEN • ASK QUESTIONS • IDENTIFY NEED AND SCOPE • ENVISION THE FUTURE • SELECT, PLAN, AND IMPLEMENT
- 14. the key to digital transformation So what does it look like? • STRUCTURED PLAN FOR COMMUNICATION • PILOTING WITH VOLUNTEERS AND SUPPORTIVE INSTITUTIONS • OPEN AND TRANSPARENT FEEDBACK LOOPS • FULL ROLL-OUT WITH AUDIENCE SEGMENTATION
- 15. Member Adoption
- 16. the key to digital transformation Members Ahead on Technology Adoption
- 17. the key to digital transformation Technology Drives Member Loyalty
- 18. the key to digital transformation Barriers to Adoption • HIGH COMPETITION • INEFFECTIVE PRODUCT ONBOARDING • LACK OF SUPPORT DURING AND AFTER ADOPTION
- 20. the key to digital transformation Everyday Impact 2010 2017 3 IP addresses 72 IP addresses
- 21. the key to digital transformation Wearables • MILESTONES ARE REACHED (FUNDRAISING GOALS, MEMBER CAMPAIGNS) • ADVOCACY CALL TO ACTION
- 22. the key to digital transformation Enhancing Events
- 23. the key to digital transformation Location • NOTIFICATIONS WHEN A MEMBERS IS NEAR ANOTHER MEMBER • GEO-LOCATED MESSAGING TO TARGET ATTENDEES TO YOUR ANNUAL CONFERENCE
- 24. the key to digital transformation Virtual Reality
- 25. the key to digital transformation Augmented Intelligence
- 26. the key to digital transformation What Works for Your Members?
- 27. Wrap Up
- 28. the key to digital transformation Recap • CHANGE ISN’T GOING TO HAPPEN, IT HAS ALREADY HAPPENED • DIGITAL TRANSFORMATION SHOULD BE GROUNDED IN MEMBER NEEDS AND STRATEGIC GOALS • SUCCESSFUL MEMBER ADOPTION DRIVES INCREASED MEMBER LOYALTY
- 29. the key to digital transformation Are You Ready Player One?
- 30. the key to digital transformation Trevor Mitchell, MBA, CAE Executive Director/CEO American Mensa & Mensa Foundation @trevm22 Rhea Steele, MS, CAE, CIP Chief Operating Officer Council for the Accreditation of Educator Preparation @RheaMSteele
Editor's Notes
- Quick show of hands. Who has an Amazon Echo or Google Home device? How about a smart thermostat? Regularly pair your phone with your car – to make calls or listen to music
- Why talk about it strategically across the organization? Digital strategy driven by strategic plan goals and member needs Digital touches all areas of the organization Online payment of member dues Access to educational content and events Internal collaboration and knowledge sharing External communications and engagement Member recruitment and retention Role of senior, non-technical staff in conversation Buy-in Understanding of how individual teams will be impacted Cross-organizational collaboration on initiatives
- Digital strategy today vs digital strategy of the future (use Trevor’s IoT session content) - Ready Player One as a construct/example Yesterday > Today > Future Yesterday Websites Apps Mobile Ready Social Today Voice Recognition Wearable Tech One-click transactions Payable in advance Future AI Implanted Tech Others from Shelly
- Ready Player One Highlight the premise of the story Created a reality for people to escape the problems of the real world Shift currency in the game world is more valuable than real currency – already moving in this direction – online social currency is very real
- How do you put a member focused lense on the strategy (Trevor) Why it’s important We tend to focus on what we think they want - not what they need even if they don’t know what they need Their experiences with other tech becomes the new expectations of everyone one else including associations We need to meet their expectations View it through the member’s way of interactions, not how we want them to do it.
- How do do it (online member process) Start with gathering information we have (quickly) Best Practices in this space (not just associations) Any anecdotal information we have on this. Develop/outline intended process What does it look like Purpose and outcomes expected Event Registration, Renewals, Joins, Purchases
- Make it about the members Vetting and test idea through members Find group Don’t be afraid to get those vocal naysayers involved. They provide the best feedback and understanding obstacles. Those that are less engaged Have member persona’s to ensure they are represented Share Trevor’s strategy example he used with his board about vetting through. Why Helps to identify bugs Figure out what’s going to be used (provide an example of something designed for one purpose but was more successful as another) Can champion the project.
- Outdated technology - both infrastructure and visually Core organizational processes rely on system Recognition of single point of failure Concerns from members about system usability Data integrity issues - different staff members pulling data = different numbers pulled Limited capacity for self-service
- Building on Trevor’s info gathering, finding best practices, and process outline External Listen to what members are saying, what are the questions they are asking? Lay groundwork for change – what if? How would? What is? Internal Define the need & scope Build support for the new system by envisioning the future – demos, talking through processes, repeated discussions, messaging from CEO Trev – Personas External
- Well planned and tightly controlled communication Information embargoed at beginning of project, staff limited on what they can say Structured roll out to specific groups for testing (knowing this will result in information sharing in the field) Feedback, feedback, feedback and SHOW that we are incorporating it Different communication to different audiences – depending on point in cycle
- For starters, Members who see their organization as an early technology adopter are significantly more satisfied with their membership and feel more connected to their organization.
- High Competition – so much noise out there, customers are wading through with each new device (use social MySpace, Facebook, Twitter, LinkedIn, Instagram, SnapChat, Polo, etc.) Consumers wield the power and we have to win their attention Ineffective product onboarding – don’t introduce customer properly to product or is too long and they give up (online community platform) Lack of Support during and After Adoption – need to feel there is someone to turn to when there is a challenge.
- AI came up in the presentations yesterday – with the increasing use of quantum computing algorithms will become increasingly advanced – to us that will look like our personal assistants will “know” our needs without asking Increasing use in consumer products will increase expectation everywhere I use my Google Home a lot and find myself saying “Xbox pause” when I get up while watching a movie - even though I don’t have my Kinect hooked up Imaging “lights on” when you walk into a room Members will have more and more difficulty differentiating between humans and AI in the customer service space. Members will become so attuned to personalized recommendations that they react negatively when presented with information they perceive as irrelevant (e.g. static website content). Fundraising teams will have tools that can scan large data sets to identify and help develop compelling communication for prospects. Employees will be able to delegate administrative tasks to AI assistants.
- Ready Player One Highlight the premise of the story Created a reality for people to escape the problems of the real world