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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
