Customer Journey Mapping –An Innovative Approach by the PMI

Sydney, Australia Chapter to Drive

Membership Engagement for PMI

Chapters

Parikshit Basrur, Director at Large, PMI Sydney Chapter

Sandeep Mathur , Director at Large, PMI Sydney Chapter

October 2017

We come from a land down under … Sydney Australia

Agenda

• Need for Change

• Section 1 - Customer Journey Mapping

• Section 2 - Demographics & Insights

• Section 3 - Service Catalogue Refresh

• Questions and Answers

Need for Change Simon Sinek’s “Start with the Why?”

• Low Retention in Chapter Membership

• Project Management Landscape is changing

• Opportunity to reposition PMI Sydney Chapter

• Profile Members

• Survey Members

• Understand current & potential

Members

• Map Customer Journey

• Review Service Offering & alignment to

PMI Talent Triangle

• Develop end to end value proposition

CUSTOMER JOURNEY MAPPING

Section 1

Roadmap driving member engagement

Step 1 – Customer Journey Mapping

Jul – Oct

2016

Step 2 – Member Insights

Jan – Mar

2017

Step 3 - Refresh Service Catalogue

Jul – Aug

2017

Step 4 –Implementation

Aug onwards

2017

CRITICAL PATH FOR BENEFITS REALISATION

Mapping Customer journey to

Experience & Titles

Student (<1 Year)

Project Manager(1 – 5 Yrs)

Portfolio Manager

Program Manager

P3O Manager(5 – 15 Yrs)

CIO

P3O Director

Heads of

Manager(>15 Yrs)

Mapping Customer journey to PMI Talent TriangleEach phase has a different focus

Entry Growth Consolidation Exit

• Out of Scope

Student

Domain

Project , Program , Portfolio Management / P3O

Retirement

Other (Management, Other Domain)

Common areas of the PMI Talent Triangle

1-5 years 5-15 years >15 years

DEMOGRAPHICS AND INSIGHTS

Section 2

Membership is InternationalBut 97% (1559 out of 1603) of members are

Australia based

Eastern seaboard provides majority of

membersA small % of members are inter-state

Hornsby, Blacktown & Sydney Areas

provide 30% (488 out of 1603) of membersPotential to bring events closer to members

We are a Project Manager centric

Organisation 653 (41%) out of 1603 have project manager titles

Opportunity exists to promote PMI to

womenOnly 383 (24%) out of 1603 members are women

Opportunity exists to promote

certificationsOnly 898 (56%) out of 1603 members are certified

37% drop off after one year of membershipDeeper engagement through a buddy system may reduce non-renewals

Only 7% (117 of 1603) of members used Professional

Development Services in 201693% of members either don’t know or are not interested in Services being

offered

Only 23% (370 of 1603) of members attended Events in

2016/2017Need to review location, content and timing of Events

SERVICE CATALOGUE

REFRESH

Section 3

Chapter Offerings mapped to PMI Talent TriangleIn addition, members also have access to PMI Global and PMI

Australia offerings

Category Sub-Category Service Type Tech

nic

al

Pro

ject

Mg

t

Lead

ers

hip

Str

ate

gic

& B

usin

ess M

gt

Member Rewards & Discounts PMI Australia Awards Country

Member Knowledge Chapter Meetings Chapter X X X

Member Knowledge Events Chapter X X X

Member Knowledge Webcast / PMI TV Chapter X X X

Member Knowledge Meetups Chapter X

Member Knowledge Conferences Chapter X X X

Member Knowledge Toastmasters Chapter X

Member Knowledge Mentoring Program Chapter X X X

Member Community & Volunteer Opportunities Networking with other PM Professionals Chapter X X X

Member Community & Volunteer Opportunities Volunteering Opportunities Chapter X X

Member Community & Volunteer Opportunities Deliver community projects Chapter X X X

Member Career Resources & Professional Development Gain PDUs by attending Chapter events Chapter

Member Career Resources & Professional Development Certification Support through Prep Courses and Study Groups Chapter X

Member Career Resources & Professional Development Learning how to improve CV and professional social presence Chapter

Member Career Resources & Professional Development Career Building Workshop Chapter

Member Career Resources & Professional Development Job search support Chapter

Member Career Resources & Professional Development PM Connect Chapter X

Member Career Resources & Professional Development Research support Chapter X

Member Career Resources & Professional Development Career events for students Chapter

Member Rewards & Discounts Discounts on Registered Education Providers (REP) Courses Chapter

Member Rewards & Discounts Discounts on Conferences and Seminars Chapter

Member Rewards & Discounts Job Advertisements & Training Offers Chapter

Member Rewards & Discounts Participation in Membership Recognition Program Chapter

Member Rewards & Discounts Student Prizes to Sydney Education Institutions Chapter

Member Rewards & Discounts Prize money for best poster sessions for Students Chapter

Member Rewards & Discounts NSW PM Student Award Chapter

Member Publications Critical Path Newsletter Chapter X X X

Member Social Chapter LinkedIn Group Chapter

Member Social Chapter Facebook Group Chapter

Member Social Chapter tweets on Twitter Chapter

Business Governance Learn Board Governance Chapter X

Business Governance Become a Non-Executive Director Chapter X

Business Brand Enhancement Brand Enhancement & Recognition for Sponsors/REPs Chapter

PMI Talent Triangle Mapping

There are clear winners on Services

which members valueUse the feedback to refresh Services in 2017

Realigned Service offerings mapped

to Customer Journey – Entry Phase

• Industry Events at Universities

•Career Events at UniversitiesEngage

•Offer free/subsidized Technical Project Management Courses to new members

•Offer Chapter promotional items such as T-Shirts, Pens, etc. to new members

•Welcome ceremony in Chapter Events for new members

Convert

• Implement Buddy System to connect new joiners to senior Members

•Refresh On-Boarding ProgramRetain

Notes

(1) Entry Phase primarily consist of Students and professionals from other fields

(2) Five Target Universities are University of Sydney, Macquarie University, University of Technology Sydney,

University of NSW and University of Western Sydney

(3) Appoint PMI Student Ambassador in each target University from within the student community with leadership skills

(4) Appoint Market Segment specific Associate Director to be single point of contact with the PMI Student Ambassador

Realigned Service offerings mapped

to Customer Journey – Growth Phase• Industry Events in mid-to-large Organisations with Org Markets

•Career Events in mid-to-large Organisations

Engage

•Offer free/subsidized Technical Project Management & Leadership Courses to new members

•Offer promotional items such as T-Shirts, Pens, etc. to new members

•Welcome ceremony in Chapter Events for new members

Convert

• Implement Buddy System to connect new joiners to senior Members

•Refresh On-Boarding Program

•Establish Communities of Practice

Retain

Notes

(1) Growth Phase primarily consist of Project, Program and Portfolio Managers with 5-15 years of experience

(2) Appoint Market Segment specific Associate Director to co-ordinate all Marketing & Relationship Management activities

(3) Collaborate with other industry bodies such as Australian Computer Society, Australian Institute of Project Management,

etc. in conducting events

Realigned Service offerings mapped to

Customer Journey – Consolidation Phase

• Industry Events in mid-to-large Organisations in collaboration with Org Markets

•Career Events in mid-to-large Organisations

Engage

•Offer free/subsidized Leadership Courses to new members

•Offer Chapter promotional items such as T-Shirts, Pens, etc. to new members

•Welcome ceremony in Chapter Events for new members

Convert

• Implement Buddy System to connect new joiners to senior Members

•Refresh On-Boarding Program

•Establish Communities of Practice

•Executive Breakfast and CxO Round Table events

Retain

Notes

(1) Consolidation Phase primarily consist of Senior Project, Program and Portfolio Managers/Directors with 15+ years of

experience

(2) Appoint Market Segment specific Associate Director to co-ordinate all Marketing & Relationship Management activities