presented by cathi hight - acce · • regional manager of dole foods and for dean foods •...
TRANSCRIPT
Presented by Cathi Hight
1Hight Performance Group The Science of Member Loyalty
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President of Hight Performance Group
Developer of The Member Retention Kit
and 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
Is a member of:
• Association of Chamber of Commerce
Executives (ACCE)
• American Society of Association
Executives (ASAE)
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Discover the elements of loyalty and how
our brains develop loyalty towards
organizations
Recognize the difference between member
satisfaction and loyalty
Explore how to employ three strategies to
develop customers for life
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Partner Activity: 10 Minutes
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But you already know that!
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Loyalty is based on conditions
Loyal members stick with you even when times are tough
Loyal members are the first to renew and the ones who will refer others to join your organization
Loyalty doesn’t happen overnight—it happens over time
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I didn’t make up this stuff!
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Merging the worlds of
business, neuroscience, and
behavioral psychology, James
Kane has been recognized as
one of the leading
researchers and consultants
in the science of loyalty and
the role it plays in human
relationships and the
communities we form.
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Competency: Can you do what you say you can do and what your members expect you to do?
Consistency: Are your actions predictable and unwavering? Can your members count on you to behave in a predictable manner?
Character: Are you fair, honest, moral and ethical? Do you treat others with dignity and respect?
Capacity: Do you have enough resources (time, money, people, locations, influence, etc.) to adequately address the needs of your members?
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Competence: Prove that you have the knowledge,
experience, expertise, skill set and the ability to
support needs and expectations.
Character: Share your Core Values and live up to
them. Respond to calls and emails. Tell the truth.
Consistency: Give the same attention, respect,
courtesy and service all the time, not only when
it’s easy, convenient, benefits you or when you
want something from them.
Capacity: You can’t give what you don’t have.
Maximize your resources, be efficient, and
manage expectations.
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Recognition: Do you see members as unique individuals, or are they just a number or group?
Identity: Do your members feel like they are an integral part of ateam or are they just “members?
Insight: Do you know what your
members want and care about
and what their world is like?
Foresight: Do you anticipate
what your members need—even
before they do?
Recognition: Know your members are—beyond just their names and companies. Make them feel welcome, appreciated acknowledged and unique.
Identity: Help members feel safe to be who they are, made to feel included like they’re “one of us”, encourage them to participate and that their contributions are valued.
Insight: Understand how members may be thinking or feeling and what keeps them “up at night” as well as their ambitions and doubts. Do you “get them”?
Foresight: Anticipate your members needs before they ask for help. Not only do you understand what’s going on for them, but you’re actively seeking solutions that can help them. Know the needs of who you serve, predict their challenges and help them prepare for the future. That’s how you become indispensable.
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Intention: Do your members
believe you stand for something?
Do they believe you have a shared
view of the future and see the
importance in a greater cause?
Fellowship: Do your members feel
like they are part of your purpose?
Do they feel like they are invested
in your community and your ideals?
Commitment: Do your members
believe that you are deeply
committed to a purpose? Is your
purpose evident in everything you
do?
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Intention: Communicate your “Why” and not so much on the “What”. Be clear about your intentions as an organization. Your intentions should motivate others to belong and help to achieve the same thing(s).
Fellowship: Share your intentions through fellowship. Purpose only matters when it’s shared. Relationships allow us to feel fulfilled and aligned for a greater purpose.
Commitment: Focus on your intentions and show that you are aligned around a meaningful purpose and others will support you through challenges and any threats to achieving your intentions.
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Put your thinking cap on!
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Small Group Activity: 15 Minutes
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https://www.youtube.com/watch?v=Jfm6UxU66_E
It can be nurtured if you understand
how loyalty is developed
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You have 4 types of members and most of
them are Transactional or Predisposed
Satisfied members are not loyal
Developing loyalty takes time and
conscientiousness
Focus on creating a Sense of Trust, a Sense
of Belonging and a Sense of Purpose to
influence member loyalty
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• Onsite staff training and Board retreats
• Strategic planning
• Benchmarking and operational evaluations
• Membership surveys & focus groups
• Membership development workbooks
• Webinars and articles
• Conference presentations and workshops
• Check out our web site: www.hightperformance.com
• Contact us at (512) 354-7219 or at [email protected]
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