It costs 8 x less to retain existing members than acquire new members. Getting your member services right is critical, so we are pleased to offer a great new mystery shopper service in conjunction with Stephanie Richardson, former Head of Professional Recognition at the Institute of Physics.
What is mystery shopping and why use it?
Mystery shopping is an effective research method used to gather feedback from an audience. It’s been used successfully since the 1940s- back then it was generally used to check employees were following processes correctly; now it is a much more sophisticated means of giving insight into customer experiences, providing a rich source of data directly from the customer perspective. Detailed reports and recommendations allow organisations to use this to fine tune performance, contributing directly to long-term, sustainable development and growth- something every membership body should focus on.
We know it costs more to recruit new members than to retain them. Mystery shopping can remove the pain from the process, for both the organisation and the new member, using insights to create a positive experience with fewer loss points & queries and better informed new members who are already engaged and ready to participate and to act as advocates.
Retention & engagement
At the simplest level, frictionless renewals processes are more effective. However, mystery shopping can help you deliver so much more- by, for example, optimising the way you showcase your benefits and the journey taken to access them- delivering real value through improved engagement and enhanced upselling opportunities.