Members Want the Taco Bell in Front of Them, Not Behind

Aug 13, 2019

Last week, I got to enjoy a little down time with my family in the Rocky Mountains. I have always been awestruck by the beauty of the mountains and this trip did not disappoint.

However, one of the highlights of the week wasn’t related to the scenery at all.It was the discovery of an app that I had no idea existed, but I'm now totally raving about it. 

I’m sure I’ll have people reply that I must be living under a rock, but I was truly delighted with this discovery!

Let me set the stage… 

If my husband and I are in a car that’s driving cross-country for hours, there’s a good chance that he – out of the blue – will want to know some critical piece of information. 

  • How does Taco Bell sound for lunch? 
  • Is there a Taco Bell around here?
  • Can we get gas near a Taco Bell?
  • How far off the interstate are we going to have to go to find a Taco Bell?
  • If there’s not a Taco Bell, is there a reasonable Taco Bell substitute?

You know… super critical stuff. 😉

When he asks such questions, I begin fiddling with the navigation or Googling on my phone to try to find the answer.

The problem with this approach is that I may see that there’s a Taco Bell 12.7 miles away, but unless I really dig into the mapping of that Taco Bell to see exactly where it’s located, it’s kind of hard to tell how convenient it’s going to be as an option. There’s a good chance that, by the time I figure it out, we’ll already be past the exit.

That all changed on this trip when I discovered iExit – an app that actually tells you what’s AHEAD of you on the interstate. Restaurants, gas prices, pet friendly hotels, rest areas… it’s all there… and it focuses SOLELY on what’s ahead of you on the highway.

iExit understands that, as a traveler, I’m unlikely to want to turn around and drive backwards. So, the app doesn't tell me what's behind me… it focuses on helping me continue moving in the right direction.

Most membership organizations approach members like the comprehensive listings found in the GPS or Google.

There are:

  • things that are great if you’re new
  • things that are great if you’re experienced
  • things that are great if you’re interested in this
  • things that are great for solving problems like that

It's like giving me all of the Taco Bells, but leaving me to sort out which one is actually going to keep me moving in the right direction.

Imagine how different it could be if your organization operated like iExit – where you understood the intended direction of members and were able to deliver a perfectly aligned membership experience to support movement in that direction.

I guarantee that would create an experience worth raving about, just like I’m raving about iExit. 


How I Can Support You:

When you're ready to dive deep into your member experience design (or redesign), I can help in 3 ways:

1) Strategy Only – where we map out your best approach and you implement on your own; or

2) Strategy + Team Support – where we map out your best approach and my team helps you implement;

3) Strategy + Group Support – where we map out your best approach and you work alongside other organizations who are working on the same thing.

The best way to get started is by scheduling a quick call.


Joy Duling is Founder and CEO of The Joy of Membership.  Since 2005, Joy and her team have helped associations, trade groups and membership-based nonprofits run their programs more easily and deliver exceptional member care.

You can find FREE tools, tips and training to help you run and grow your membership organization in The Joy of Membership Help Hub.

Like this article?

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Hey there.  I’m Joy Duling, Founder and CEO of The Joy of Membership.

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It’s called JourneyCARE,, and there’s a good chance that when you see it, you’ll realize that you’ve always wished for something exactly like it.

Come on over and check it out.  I’ll see you over there.