use journey maps to improve member experiences · Use Journey Maps to Improve Member Experiences Speaker: Cathi Hight 5 13 Why Are Personas Important? •They help you to understand

Use Journey Maps to Improve Member Experiences Speaker: Cathi Hight

www.HightPerformance.com 1

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Use Journey

Mapsto Improve Member

Experiences

President of Hight Performance Group

Developer of The Member Retention Kitand A New Approach to Tiered Membership

National instructor for the U.S. Chamber Institute for Organization Management since 2004

Previous positions:

• SVP of Growth Strategy & Investor Relations for the Greater Austin Chamber

• VP of Operations for the Chamber of Commerce of Hawaii

• Regional Manager of Dole Foods and for Dean Foods

• National FastTrac Entrepreneurship Program Manager for the Kauffman Foundation

• Motorola University Instructor for continuous improvement

Is a member of:• Association of Chamber of Commerce

Executives (ACCE)

• American Society of Association Executives (ASAE)

©Hight Performance Group 2Use Journey Maps to Improve Member Experiences

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Session Objectives• Recognize member “journeys” through their

eyes and how experiences could deliver or exceed expectations.

• Consider how Member Journey Maps can streamline the 1st Year onboarding process and increase engagement and retention.

• Discover three different types of Member Journey Maps that positively shape experiences.

Use Journey Maps to Improve Member Experiences



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Questions to Frame This Session

©Hight Performance Group

How can we deliver on the expectations of 1st year members?


What Are “Journey Maps”?

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What Kind of Journey Map?

©Hight Performance Group Use Journey Maps to Improve Member Experiences



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Member Journey Maps• A visual interpretation of the anticipated experience

seen from the member’s perspective.

• Based on the member’s motivation, it describes the stages and emotions of the member, and anticipated channels/ interactions, outcomes and timelines.

• Used to understand member’s needs/ interests and to help navigate positive win-win engagements.

• Member Journey Maps create a shared, organization-wide understanding of member journeys and how to deliver positive outcomes.


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Who is On the Journey?• Which segment(s) do these members represent?

• What triggers or prompts the journey?

• What expectations do they have?

• What’s important to them?

• What do you want them to experience?

• Who needs to be involved during the journey (departments/staff)?

Who is on the Journey?

What triggers or

prompts the Journey?

What expectations

do they have?

What do you want them to

experience?

Who needs to be

involved?


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Different Members, Different Motivations




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Definition: A persona is the way your character or personality is perceived or presented to others.

Member Personas


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Personas Describe Members• Fictional representations of groups of members.

• Based on real data about their demographics and behaviors, along with creative speculations about their personal histories, motivations and concerns.

• These characteristics group members together which helps to understand who you are serving.

• There are multiple personas that make up the different types of members and each persona wants different things. (How many do you need?)


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Wants to make enough to send her kids to college and for retirement

Seeks friends and mentors Balanced work/ life

WHAT DOES SHE HOPE TO ACHIEVE?

PAIN POINTS (fear, frustrations, obstacles) Lack of time Having credibility with

leaders & prospects

Not knowing enough Business failure Limited circle of influence

SUCCESSFUL ENGAGEMENT (wants, needs) “Circles of Power” to meet

influencers Networking opportunities

Others who can refer me Peer-to-peer support Mentors, experts, “how to . . .”

Owner, small business, < 9 employees 28 – 38 years old Married with children Income: $50K - $75K

WHAT DO YOU KNOW ABOUT HER?

“Wears multiple hats,” has conflicting priorities (work, personal) Meeting monthly goals and quotas; having enough leads/ contacts Limited budget for marketing and business tools

WHAT ARE HER BIGGEST CHALLENGES?

Wants respect and taken seriously Early-stage entrepreneur with limited

business experience Doesn’t know what she doesn’t know

WHAT ARE OTHER FACTORS TO KNOW?

Entrepreneur Emily Persona



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Why Are Personas Important?• They help you to understand your members and how

you can serve them better.• You can develop offers and solutions that your

members find valuable.• You can provide a better experience for them.• Personas should drive everything from

product/service offerings, programs and benefits to content, messaging and marketing which delivers perceived VALUE to members.

• It can help you to improve recruitment and engagement.


What Type of “Journey Maps” Would We Use?

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Sample: Journey to Buy A New AMS




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The Journey to Join


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The Journey to Join


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Enhancing Member Experiences




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Anticipate 1st Year Member Expectations and Deliver on Them


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Sample 1st Year Member Journey Map


What Are Common Journey Experiences You

Want for Members?



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Consider Different Experience Paths for Members

Grow My Biz

Explore low-cost visibility and networking

opportunities

Connect to networks, experts

& resources

Elevate Our Brand

Explore sponsorship and

spotlight opportunities

Connect with targeted

audiences, leaders and influencers

Advance the

ProfessionExplore issues, initiatives, and

progress reports

Connect and collaborate with

leaders for positive outcomes


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Help Members Choose Their Journey


Selected Journey

(until data suggests

differently)

Reason cited for engagement

Expressed goals & challenges

Behavioral analytics (clicks,

web pages, transactions,

activities)


Steps to Create Member Journey Maps



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Step 1: Identify your audience segments (member personas)

• Demographics that unite themo Roleo Industryo Ageo Number of employees

• Their goals, challenges and frustrations (pain points)• Their motivations for being engaged with you• Their problems you can solve or address

* Demographics for individual memberships may be based on career-stage or other factors: Executives, Students, Early-Career, Mid-Career, End of Career, etc.


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Step 2: Create an Internal Customer Experience Team


• What do we know about the customer(s), why they engage and what matters? • Where would members interact across the organization?• What are their typical experiences with activities, engagement and channels?• What are common challenges and how could we improve their experiences?• Which path do we help them navigate and how can we make it happen?


Zone A: The Lens is 1) a persona “who” and 2) the scenario is “what” (1st

year member)

Zone B: The “heart of the map” across 3) phases of the journey, 4) actions taken, 5) thoughts and 6) emotional experience of the user throughout the journey

Zone C: Output varies based on the goal of the map, insights and pain points discovered and 7) opportunities to focus on and 8) internal ownership of the opportunities based on the touch points, content and channels used


Step 3: Develop Draft Journey Maps




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• One‐on‐one interviews with current members.

• Focus groups of members that match the persona (may need to have 2‐4 groups to compare).

• Members can provide feedback on the Persona and

Journey Map (descriptions, goals, steps, actions, etc.).

• You can ask members to create their own Journey Map. They should tell you the steps they take; the people, tools, and processes they used or interacted with; what they were thinking (needs) and feeling (emotions) at each step; and the effort each step took, so you can identify pain points and highlights.

Step 4: Validate Journey Maps


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Step 5: Implement and Review• Start with a simple journey map based on an “as is”

process that is being refined (e.g., 1st year member onboarding) and that can be managed by a core group of staff members.

• Consider how aspects of the journey can be automated by leveraging technology (e.g., AMS, lead quizzes, automated marketing software, etc.)

• Internal Customer Experience Team works together to agree on responsibilities, processes, tracking (must be a sense of ownership to new process).

• Conduct a pilot with a select group of members.• Internal team meets regularly to discuss process, what

really happens, member feedback and how to tweak the journey map for better outcomes.


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Session Summary• Journey maps are a visual interpretation of the anticipated

experience seen from the members’ perspective.

• They should activate the members’ motivations by navigating pre-determined phases to achieve outcomes.

• Journey maps are most effective when they are focused on specific member personas (different personas = different expectations, touch points, channels and experiences).

• They provide a shared view and understanding of member journeys and how to deliver positive experiences.

• Members’ actions can change their journeys over time.




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Resources on Journey Mapping• Managing the Member Experience• Customer Journey Maps• Customer Journey Maps: A Step-by-Step Guide• Make Personas and Map the Journey• Walk a Mile in Your Members’ Shoes• Membership Memo: Map Their Journey• Improve Your Member Experience• Member Mapping: How to Keep Your Association’s Members On

Track• Cathi Hight’s webinar: Member Personas and Why You Need Them

Journey Maps that Improve Member Experiences

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• Onsite staff training and Board retreats

• Strategic planning

• Benchmarking and operational evaluations

• Membership surveys & focus groups

• Membership development projects

• Webinars and articles

• Conference presentations and workshops

• Check out our web site: www.hightperformance.com

• Contact me at (512) 354-7219 or at [email protected]


Documents

use journey maps to improve member experiences · Use Journey Maps to Improve Member Experiences Speaker: Cathi Hight 5 13 Why Are Personas Important? •They help you to understand