Many traditional surveys evaluate member satisfaction with an organization. But does satisfaction give a clear picture of what members really feel and want?
We wanted to find out! So in a recent membership survey, we asked both satisfaction and loyalty questions. These questions measure members’ feelings about the organization, their likelihood to renew membership and their willingness to recommend membership to others.
The findings comparing these two techniques were enlightening.
The good news is that we found that membership satisfaction ran at 90.8%.
However, we saw a much more diverse picture using our loyalty questions. Based on these questions we found:
- 57% of members could be categorized as “Advocates”: They express positive relationship feelings toward the organization, indicating an intention to remain a member and a willingness to recommend membership to others.
- 2% of members could be categorized as “Reluctant”: They express positive feelings toward the organization, but are hesitant to commit to future membership or recommending others.
- 18% of members could be categorized as “At Risk”: They express negative feelings toward the organization, but plan to remain a member. This segment often feels trapped in a membership with few or no alternatives.
- 23% of member could be categorized as “Detractors”: They express negative feelings toward the organization, indicating little intention to renew or refer others.
By measuring loyalty instead of satisfaction with this organization, a membership picture comes into focus that lends itself to action. This is especially true as each loyalty category is cross tabulated by job titles, membership tenure, company type, and other key demographics.
Do you have a meaningful measure of membership loyalty for your organization?