There was one sentence that Sheila Johnston from the California Pharmacists Association said in our conversation for this week’s podcast episode that really jumped out at me, “Membership is such a beast and it could really either define you or just make you crazy, right?”
Oh-my-goodness…isn’t that the truth?
Running a membership-based organization is A LOT more work than many people outside the industry would ever imagine. With a traditional business, there is certainly an element of wanting repeat customers, but with a membership-based organization, repeat customers ARE the business. So, there’s far more emphasis that has to be placed on delivering every aspect of the customer experience well.
In short, every piece of what you do matters because it contributes to the member’s perception about whether you’re keeping your promise well enough to continue their investment.
I love that the digital marketing that Sheila is doing can play a role in keeping the association’s existence and activities front-and-center where people are naturally hanging out. That is certainly work that is important and never ever gets completely crossed off the “to do” list.
From what I’ve learned from Sheila and from last week’s conversation with Abhay Khurana, the Chief Marketing Officer for Feathr, the software platform that Feathr provides makes that work a lot easier to do.
As I’m getting ready to roll out The Joy of Membership’s new Member Care Software, I’ve been trying to be thoughtful about what pieces of delivering an exceptional member experience feel difficult. What parts *are* a lot of work – and sometimes, quite frankly, just don’t get done because you run out of time, or aren’t sure exactly how to do it, or don’t have the right resources or tech to do it?
If you have thoughts on that, drop an email to me – firstname.lastname@example.org – I’d truly love to hear from you.
You can catch my interview with Sheila here!
MemberCare Software Updates
The new branding for the software is beautiful and modern and it’s making the whole software initiative feel very real! Pilot projects are underway and everything is still on track for a public launch by the end of Q1. It has been fun and rewarding to see people get as excited as I am about what’s possible.
If you’d like to what I’ve been making such a fuss about – or if you think your organization might be interested in becoming a pilot site before the official launch – please visit joyofmembership.com/software. There’s a form there on that page to request a demo and I’d be delighted to talk with you about the possibilities!