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Journey Mapping& Automation: Keys to Robust Member Experiences

Heather McNair, VP Engagement Strategy

Cloud-based community software WHAT

Who Is Higher Logic?

180EMPLOYEES

1,200CLIENTS

250,000+COMMUNITIES

Enhance engagement MISSION

What We Do

GAMIFICATION

DISCUSSION GROUP RESOURCE LIBRARIES DIRECTORIES

BLOG / WIKI GLOSSARY EVENT CALENDARS RESPONSIVE DESIGN

AUTOMATION RULES ANALYTICS

Agenda

• How to create a journey map – and why• Discover the pitfalls in member experiences – and how to

avoid them• How to extend your resources through automation• Case studies in journey mapping and automation

What is a Journey Map?

• A map that illustrates the steps a customer must go through when engaging with your company

Discover Join Engage Renew Refer Volunteer

Understanding the needs of your members

• Why do members join your chamber?• What are their current pain points?• What unmet needs do they have?

Meeting the needs of your members

• How does your chamber provide value to its users?• How can the chamber make it easier for them to get what

they need?• Can the chamber fill their unmet needs?• How can we make it easier to bring them together with the

resources they need?

Importance of an Effortless Experience

86% of customers are willing to pay more for a better experience

Customer Experience Impact (CEI) Report, 2011 Fleming, Coffman, and Harter, Manage Your Human Sigma, Harvard Business Review, July 2005

How We Make It Difficult

• Multiple contact attempts/people to resolve issues• Repeating information• Waiting• Lots of unclear options• Making processes long and arduous

How to Create a Journey Map

• Determine the starting point(s)• Determine the desired end result• Determine the best path(s) to get your audience there• Account for non-linear paths

Considerations in a Journey Map

• Actions – What is the customer doing?• Motivations – What are they feeling? Why are they engaged?• Questions – What uncertainties do they have? • Barriers – What stands in the way of keeping the moving?

Remove All Possible Barriers

• Prepopulate forms• Guide their experiences – be their docent• Provide information you know they’ll need (hints & tips)• Be proactive – anticipate their needs• Watch behavior and provide info and resources accordinglyMaking something easy in the first place is better than having to delight during service recovery!

Exercise

• Map out your own member journey• Improve an existing process• Create a new process

Where does automation fit in?

What You Can Do Through Automated Outreach

• Engage new members• Re-engage existing members• Reward engaged members• Communicate to and educate members• Encourage non-members to become members• Personalize member experience• Move users along a journey

Right Message, Person & Time

Does not have a

profile photo

Has not received email within 90 Days

Started thread in last 5 days

People in theoverlap section will get the email

Keep email personal

Member responses…

• ahhh... shucks...thank you. The fact is that I am very impressed with your forum. So much so that I have incorporated it in one of my White Papers...

• “The CEO Network is the best ASAE tool for me as the CEO. I read them every day and comment when I can. Thank you for your vote of confidence!”

• “Thanks for the offer of support.”• "I didn’t know that feature was available…”• "I just saw this message. I will start marking those responses. Thank

you for the tip!”• "Members who engage are members who renew. Good outreach!”• “Again, thanks so much for reaching out to me. I was about to let my

EdTA membership lapse and now I think I'll renew.”

Member Satisfaction Study with ASAE

Photo? NPS

No Photo 19.2

Photo Only 36.9

Photo and Bio 41.0

Login Total NPS0 17.11-2 26.13-4 36.75+ 41.2

Financial Impact of Community Participation

AMOUNT NON-COLLABORATE COLLABORATE

≤ $600 45.5% 12.9%$600-$1600 18.5% 15.2%$1600-$3000 13.9% 15.2%

> $3000 22.1% 56.7%

American Society of Association Executives

• Over 14300 Active Users• 1.5 FTE’s Assigned Direct Responsibility• 35 KPI’s Tracked on a Monthly Basis• 56 Unique Automation Rules• Members who are active within Collaborate are 30% more likely to

recommend ASAE.

Membership Engagement Automation Team (MEAT)

• Task Force of ASAE Staff and Industry Partners• A/B Test Community Engagement on New Members• Use of Control Rules/Conversions• Study Conducted Through Fiscal Year 2016

First-Year Member Journey

• Most excited • Lowest retention• Once disengaged, harder to get re-engaged

ASAE Results after 6 Months

Conversion Rate SuccessTOP FIVE EMAIL CONVERSIONS CHART

RULE TOUCHES NUMBER CONVERTED

CONVERSION PERCENT

1. Discussion Author with no Photo 103 45 43.69%

2. Keep the Conversation Going 94 34 36.17%

3. Welcome New Member 353 89 25.21%

4. Your First Post with Photo 65 14 21.54%

5. We Miss You (Second Touch) 30 4 13.33%

Source: ASAE Automation Rules Conversion Report, 2015

The Volunteer Journey

New Member Welcome Campaign

Professional Photographers of America (PPA) Goal: Welcome new members and get them to engage in the community within the first week of joining PPA. • Logic: Send an email to every member who joined in the last 7 days asking

them to login to the community, update their profile, connect to a friend or colleague, and post to a thread.

• Results:ü 73% took action and logged into the communityü 15% updated their profile bio ü 12% posted at least one messageü 148 posts, 3% of all posts in that 30 days

We Miss You Campaign

American Association for Respiratory Care (AARC)Goal: Re-engage with former active members

• Logic: Send an email to every person who has written more than 4 discussion post(s) (new thread or group reply), but has not posted a new thread or group reply to a discussion in 90 day(s)

• Results:ü 26% posted a messageü 15% posted within a monthü Averaged 3 posts per memberü This group accounted for 25% of all posts

What You Learned

• The purpose of a journey map• What goes into creating one• How to make an effortless experience• How to automate to save time and effort• Examples of automated journeys

Heather McNairVP, Engagement StrategyHigher Logicheather@higherlogic.comwww.higherlogic.com

Questions?