Improving the Member Experience

Region 7 Student and Young Professionals CongressOntario Canada 20 September 2014

Lisa Delventhal, Program Manager, IEEE Member & Geographic Activities

What is the Member Experience?Orienting ourselves to the member’s point of view

Looking for a Service

Attending a Meeting

Writing an articleReading an article

Support from the Contact Center

Renewing

Receiving a Welcome

Commenting on an article

Using an IEEE Product

Receiving an e-mailJoining a society

Volunteering

Using myIEEE

Support from a local unit

Joining

Networking with others

Help to find a job

Self Service

Winning an award

Grade ElevationsAttending A Conference

Referring membership

Watching a video

Getting Discounts

Mentor/Mentee

Contest ParticipationShoppingViewing a website

Segment 2- Young members - Connected to IEEE’s vision- Want to be more involved- Career services, networking,

continuing education are very important

- Use Social Media

Segment 1- Disengaged older members- Not inclined to give back to IEEE- Prefer others to lead - IEEE mission is less relevant

Segment 3- Engaged Older members- More concentrated in

educational institutions- Interested in sharing with others- They are actively involved with

both networking and volunteering.

- Most satisfied with IEEE

Segment 5- At IEEE for Technical Content.- Not connected to mission of IEEE- Tend to have language barriers

Segment 4- Younger members- Want to be more involved

- Do not know how - Don’t feel invited

- Feel products difficult to use

- Lowest satisfaction

* Higher Grade non-GSM, see Jamie (j.moesch@ieee.org) for student segments

Where Is Our Member Focus?

Segment Distribution by RegionUSA Canada

Asia/Pacific

Total

Latin America

Europe, Africa, Middle East (EMEA)

How will we satisfy these members?

Segment 2- Young members - Connected to IEEE’s

vision- Want to be more

involved- Career services,

networking, continuing education are very important

- Use Social Media

Segment 4- Younger members- Want to be more

involved- Do not know how - Don’t feel invited

- Feel products difficult to use

- Lowest satisfaction

Identify them in SAMIEEE

Invite them to a meeting or event

Ask them to get involved

Connect them via social media

Give them a chance to look good and add something to their resume

Spend time on professional networking and career development& promote these activites!

Satisfaction drives a healthy business

• Every 1% Increase in Higher Grade Retention = ~$200,000 in Dues

• Larger number of members to purchase societies, optional publications, and other services

Increased Retention

• Currently 65% of recruitment is driven by referrals

• “Great” satisfaction will drive a higher percentage of referrals from a larger number of members

Increased Referrals

• Allows fixed costs of membership to be spread across a larger number of members

Economies of Scale

•

Impr

oved

S

atis

fact

ion

Have pride in our current position Our current member experience is “Good”

Very dissatisfied, 5% Very dissatisfied, 7%

Somewhat dissatisfied,

11%

Somewhat dissatisfied,

11%

Neither satisfied nor dissatisfied, 17%

Neither satisfied nor dissatisfied, 16%

Somewhat satisfied, 43%

Somewhat satisfied, 44%

Very satisfied,

24%

Very satisfied,

23%

Higher Grade without Graduate Students Students Including Graduate Students

Overall Satisfaction Very Satisfying Products & Services

1. IEEE Spectrum2. Online Publications3. Printed Publications

4. Conferences5. IEEE E-mail Alias

65%! of Members join because someone else recommended IEEE to them

90,000+ New Members a Year

Higher Grade Retention is 82%+

But our opportunity is massive!

Important products where we need to improve satisfaction

Professional NetworkingDiscounts

Online Career ToolsContinuing Education

Promoting the Profession

We lose 85% of new members within five years

We lose 85,000 members per year

Student retention is only 28%

Satisfaction could be…

Very Satisfied (60%+)

Somewhat Satisfied(30%+)

The Experience Cycle: A Primer

Awareness

Interest

Action

Advocacy

Passive Satisfaction

Passive Dissatisfaction

Active Dissatisfaction

Ambivalence

Satisfaction Continuum

Influence

Ownership

Image from Bain & Company: http://www.bain.com/publications/articles/what-it-takes-to-win-with-customer-experience.aspx

Satisfaction alone is not enough! It matters how, and how often, experiences occur

It matt

Sum of the touch points is important New Join

Relevant welcome calls from IEEE & my Section

No order errors, and an e-mail welcome

Membership incorrect and difficulty finding help

Discovery

Elegant well designed interfaces that save me time

I eventually get to what I need, but it is clunky or cluttered

I can’t even get help with what I’m looking to find

Product Use

Consistently relevant high quality products that I need

Some products are good, others are useless

Products are out of date or irrelevant , and waste of my time

Communications

Communications relevant to my needs, in the method & timing I want

I get some e-mails, but not too many, and sometimes they are relevant

I’m getting Spammed and I can’t do anything about it

Sat

isfa

ctio

n

-or-

-or-

-or-

-or-

-or-

-or-

-or-

-or-

Touch Points…New Join

Relevant welcome calls from IEEE & my Section

Discovery

I eventually get to what I need, but it is clunky or cluttered

Product UseCommunications

I feel like I’m getting Spammed and I can’t do anything about it

Sat

isfa

ctio

n Some products are good enough when I use them

Shouldn’t the experience be...?New Join

Relevant welcome calls from IEEE & my Section

Discovery

Elegant well designed interfaces that save me time

Product Use

Consistently relevant high quality products that I need

Communications

Communications relevant to my needs, in the method & timing I want

Sat

isfa

ctio

n

And the student experience...?New Join

Welcome event at the student branch or section

Discovery

Well trained volunteers who can point you to what you need

Section Events

Sections hold events to help local students network for new opportunities

Branch Meetings

Well organized meetings and events with relevant topics and fun formats

Sat

isfa

ctio

n

Focusing our Improvement Efforts

Long Term Goal: 65% “Top Box” Satisfaction* or higher in the areas most important to IEEE members.

* = 8, 9, or 10 on scale of 1-10 or 5/5 on 5 point scale

Member Satisfaction

Access to Information

Career Development

Continuing Education

Member Discounts

Professional Networking

A glimpse of our potential…Actions What members should feel from the experience

Join & Renew - Easy, and makes me feel like IEEE cares about me

Navigation & Discovery

- I can find what I need easily- I can get help from a person when I need it - It saves me time

Using Products & Services

- Offerings are relevant to my needs- My expectations are exceeded when I use products- Benefits consistently exceed the costs- IEEE makes good on their reputation for quality

AttendingEvents

- I can easily find and register for events- I feel welcome and part of the organization- I get valuable information

Getting support - I can get support when & how I need it- Staff/Volunteer(s) understand & exceed my needs

Volunteering - I can easily find valuable opportunities- I get proper training & recognition

We look forward to working with you to

deliver a modern, world-class member

experience!

Women In EngineeringKeyana Tennant

Keynana.tennant@ieee.org+1-732-981-3423

Students & Young ProfessionalsLisa Delventhal

l.delventhal@ieee.org+1-732-465-6443

Student Branch VitalityShareyna Scott Paradise

s.n.scott@ieee.org+1-732-562-6057

General Member Issues, Escalations, & Strategic Ideas

Jamie MoeschJ.moesch@ieee.org+1-732-562-5514

General Membership Development (Marketing) Issues

Elyn PerezElyn.perez@ieee.org+1-732-562-5392

Member Products/Programs John Day

J.day@ieee.org+1-732-562-6356

MGA Staff Contacts