How well do you know your members?

I read a great blog post titled, “A day in the life of your customer” and it really made me think. Ben Yoskovitz recommends actually mapping out the daily details of your customers’ (members’) lives and using that knowledge to really understand their needs.

After all, what is your association’s purpose? Its mission? To continue to better serve your members? How can you do that if you truly understand what they’re all about.

Consider implementing a “shadow” program where staff members (you guessed it) shadow members for a day or so. It doesn’t have to be too drastic, but it can really shed some light on what stress points are prominent in members’ lives.

Be conscious of how survey questions are asked. Those surveys can provide awesome insight into what value your members get from the association. Just because you’re revved up about creating an iPhone or Android app doesn’t necessarily mean your members will use it — but maybe they’d love to have text message updates during conferences.

How can you better understand (and meet) your members’ needs?

I was skeptical. I didn’t want to want one.

As much as I like and appreciate technology, I like books more. Real books, with front and back covers, pages that have worn with time and a slightly musky scent. I like dog-earing pages with quotes that resonate with me. I like(d) highlighting passages for reference back in college.

Amazon announced today that the Kindle 3 is the biggest selling product in the website’s history. It surpassed the seventh and final installment in the Harry Potter series. Although Amazon is famously mum about the exact number sold, I think it’s safe to assume it’s quite high.

Why was I skeptical? Maybe I’m old-school when it comes to books. Maybe I didn’t realize how convenience would trump traditional books.

So how did Amazon do it?

I alluded to it before, but the convenience factor played a big part in it. Sure enough, every time I packed for a trip this fall (and there were a lot of them), I found myself wishing I didn’t have to lug heavy books and magazines in my carry-on.

The Kindle 3 had the lowest price of any e-reader, starting at just $139. Its affordability couldn’t be beat, and people realized that by paying a one-time price, they’d be able to have thousands of books at their fingertips.

By focusing specifically on e-reading and making the Kindle the best possible electronic reader (i.e. its screen that can be used in sunlight), Amazon took the Kindle above its competition. By having just one focus, customers knew exactly why they needed a Kindle and they knew it would be the best in its category.

Your organization can take these same principles – convenience, affordability, and a narrow focus – when offering products, goods or services to your members. Be the best in your category and your members will stay for the value and convenience you provide.

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Happy Friday the 13th to one and all! I hope everyone has had an enjoyable and productive week. We Clickers are still settling into our new pad, and we’ve all had a great first few days in the new place.

Of course, it wouldn’t be Friday if I didn’t share my top five favorite association management blog posts. There were some great ones this week!

1. In the days following ASAE and The Center‘s Social Media Workshop, Elizabeth Weaver Engel wrote a great follow-up: “forget the ‘how,’ worry about the ‘why.’” Before you even get started using one of the many, many social media outposts available, be sure you have a solid reason. Everyone is involved in social media for a variety of reasons, and people’s goals and reasons aren’t always exactly the same. Your experience is what you make of it!

2. Cecilia Sepp posted a wise response she gave on a listserv. The question: What advice would you give to someone new to association management? The answer includes five great points — remember the association industry is a service industry. Association management is about managing relationships rather than product development, she writes.

3. What would you do if your members jumped right into social media and created an “unofficial” Facebook page or Twitter stream? Peggy Hoffman examined ISES DC and how it followed its members leads when they created not just Facebook and Twitter presences, but also a Google group and blog. There was some disconnect between the staff and members, but the members ultimately took the lead because they knew where other members were.

4. Tony Rossell referenced an article he found from 1991 that discussed how to calculate the lifetime value of a member. There’s a formula and some calculations, and even though all things mathematical freak me out (I love words, numbers not so much), the formula seems (fairly) straightforward. Like Tony said though, every membership organization should have some method of calculating the lifetime value of a member. I still prefer the shortcut method he posted, though!

5. Erik Schonher provided a clear and simple guideline for associations that are in the process of adopting social media. His three questions are concise and to the point, and he includes the caveat that social media is not for all associations — something I don’t think we hear enough of. Additionally, Erik urges association staffers to actively discuss social media adoption with the members. After all, they know what tools members are already using (or not)!

I hope everyone has a wonderful (non-spooky) Friday the 13th and a great weekend!