Few things are as subjective as member experience. The margin for error can be paper-thin to non-existent. You might be delivering fantastic value, celebrating record renewal rates and shipping off regular newsletters. All is right as rain—or so you think.
But what if there’s a gap between your internal assumptions and the reality your members face?
This member experience gap is the disparity between what organisations think members receive and what members themselves actually feel they’re getting. When those two don’t match up, you’re staring down the barrel of subpar experiences that hurt retention and growth.
Where Assumptions Diverge From Reality
Where could you possibly be misaligned with your members?
Satisfaction vs. Sentiment
Don’t let high renewal rates lure you into a false sense of security. Investigate further. Some members renew out of habit and not necessarily from genuine satisfaction.
The numbers paint a clear picture. While 61% of executives credit renewed subscriptions to loyalty, only 20% of members agree with that assessment. That misalignment means you might be tracking metrics that don’t really match member sentiment.
Digital Experience Blindspots
You probably have your team crawling your website and systems with ease. It’s easy to assume that their experience mirrors that of your members. But does it?
How long has it been since you walked through your event registration process as a brand-new member?
Remember, modern members demand that your digital experience rivals—or even betters—the sleek consumer apps they’re accustomed to. I’m talking 24/7 access, zero-delay responses, and hyper-personalised experiences.
If you’re not delivering this, then it’s time to make some changes.
The Engagement Illusion
Engagement isn’t guaranteed when you publish content. Neither does a high email open rate reflect interest.
Impressive open rates could be hiding concerning patterns of members briefly scanning and then deleting content. Participants could even check out mentally during events despite a decent turnout.
So what creates real engagement? Relevance.
If only a small percentage of your members can easily locate relevant content, there is a chance that you’ve overestimated their engagement levels.
Value Proposition Mismatch
The benefits that your team prioritises might differ from what members truly want.
Members need to feel they get enough value from their membership. They want more memorable experiences and relevant perks. Meanwhile, 46% of associations agree that their value proposition goes unnoticed because they do not communicate it well enough.
That leaves them with an ever-widening gap between what they promise and what members experience.
Reward/Benefit Blind Spots
You know that travel discount programme that your board loves so much? It might not be delivering the impact you think it does.
Over 91% of associations offer travel booking rewards, and yet only about 28% believe those perks meet member expectations. Generic rewards often fall flat. Especially when you consider personalised experiences are crucial for 71% of members.
Why Does the Gap Exist?
It exists because internal assumptions tend to go unchallenged. “We’ve always followed this process” turns into a barrier shutting off your understanding of your members’ pain points and needs.
Those two things change over time, and your member experience must reflect those changes.
But perhaps most importantly, you might simply not be listening enough. When your members feel you don’t ask for or value their input as well as they’d like, the gap continues to grow.
Closing the Member Gap: Practical Steps
First…
Visualise the entire member journey
- Map out all touchpoints from the initial contact to renewal
- Look out for stages where member segments churn or get frustrated
- Compare your assumptions to actual member behaviour
Secondly…
Create ongoing feedback loops
Collect member input through regular surveys and interviews. But don’t stop there. Follow up and act on what you learn. Members become more loyal and engaged when they play a role in decision-making.
Thirdly…
Personalise everything
Yes, everything. Communication should match each member’s interests and their lifecycle stage. Even basic segmentation by career level or speciality can deliver significant engagement gains. Not to mention giving your value proposition a boost.
Lastly…
Break down system silos
Create a unified view by integrating all of your organisation’s member platforms. This single source of truth allows you to provide consistency and personalisation at scale.
The Opportunity Within the Gap
The member experience gap doesn’t spell failure. No, it’s actually a priceless growth opportunity. The first step is acknowledging and understanding what it means. Then practise active listening and personalisation, and adjust continuously.
Do this right and your passive members will become genuine advocates in no time. You’ll have bridged the gap, creating a virtuous cycle that benefits your members and your organisation.
Propello offers a range of tools to help drive new member acquisition, increase brand loyalty, boost member retention and improve the experience for your members.
Contact us to learn more.
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