New-Member Onboarding: Sometimes Change is Good
A chamber’s member onboarding program is the ideal litmus test for gauging success in member engagement.
Many say onboarding is the foundation on which member engagement is built. The key to building a successful foundation is to regularly evaluate what is (and isn’t) working and make adjustments based on the evaluation.
Quick tips for gauging onboarding success:
ASK FOR FEEDBACK.
Is the association meeting the new member's expectations? Fingers crossed, maybe even exceeding their expectations? The answers will guide you in fine-tuning their experience.
ANALYZE, ANALYZE, ANALYZE.
The 12-month mark provides the most robust data, but if associations aren’t reviewing statistics at least quarterly, they are behind right out of the gate. If the onboarding program is a morning beverage, proactive analysis is a double espresso while delayed, reactive analysis is a lukewarm, watery cup of tea.
The results from the association’s proactive analysis are only worth something if they are used. If part of the process isn’t producing results, change it - sooner rather than later. If something is working or performing beyond the association’s wildest dreams, determine why. The “why” should be considered for other lesser-performing aspects of the program.
Remember, effective new-member onboarding is the best method to counter non-renewals and improve engagement. So, it should be a big, if not the biggest, priority of an association.