The work we carry out for our clients often begins with a performance review and development project.
These projects involve a thorough review of the existing membership structure and are designed to address the membership challenges facing our clients, inform future strategy and planning, and launch a programme of change. The reviews cover all aspects of the membership equation, and include:
Carrying out a review of existing membership processes, practices, and ways of working.
Gaining fresh intelligence on opinions, attitudes and behaviour amongst member populations.
Establishing a fresh, clear picture of the membership journey from the member’s perspective.
Learning more about what members really want from their relationship with our client.
Deriving empirical evidence to inform future membership strategy, processes and approach.
Examining ways of expressing the value proposition and techniques for growing membership.
Enhancing member engagement and related processes to improve retention performance.
Piloting and testing these concepts to gain some quick wins and prove the case for change.
During the course of these projects we segment our client’s membership database and profile their members using our specific tools and techniques. We review and evaluate the overall membership journey experience from “cradle to grave”. This includes recruitment, joining, engagement, renewal, and all other membership related processes.
A key component of these reviews is engaging with a representative cross section of our client’s stakeholder communities. This contact activity is telephone based and typically includes current members, late payers and new joiners during their first year of membership, and we also sample opinions from prospective members to gain insight into their needs and enhance recruitment.
We also carry out benchmarking exercises comparing key membership performance indicators with a range of peer group organisations. In addition, we benchmark the responses and feedback gathered from the telephone contact exercise against responses to similar questions received during projects we have carried out for other clients.
We liaise and review progress with our clients on a regular basis during the project, and present a full report, including findings, observations and recommendations upon completion. When compiling the report, we also translate the project results into practical action plans and set out a route map for the implementation of change, together with the supporting business case.