Members for Life: Innovative Strategies for Better Retention
Duration: 60 minutes
Members—who are they, and how do they differ from customers? Members are customers who have a specific loyalty because they belong to your organization. They’re Members of associations, golf clubs, fitness clubs, and more. But sometimes organizations become complacent and they forget that their Members are customers who have choices. Couple that with an economy that’s forcing Members to reconsider non-essential expenditures, and you have a perfect recipe for attrition. So now more than ever, it’s time to get smart and discover innovative new strategies for Member retention.
But first things first. Not all Members are created equal. Yes, it’s true that some hold more value to your organization than others. And that’s why it’s important to know how to calculate the lifetime value of your Members, understand the cost of turnover, and get your organization to commit to an active Member retention plan—from the bottom to the top.
Join expert Bruce Matza for an informative and useful webinar that will leave you prepared and excited to return to your organization with new knowledge, practical techniques, and the readiness to make a difference.
What You Will Learn
- How to calculate the lifetime value of a Member and determine the cost of turnover.
- Understand the vital role employees play in Member retention.
- Recognize the importance of top-grading your Members for better retention.
- Ways to get Member retention buy-in from the entire organization, from the staff to the Board.
- How to conduct a Board retreat or staff development workshop that focuses on Member retention.
Who Should Attend
- Chambers of commerce leaders
- Association leaders
- Employees and managers of private clubs and golf clubs
- Employees and managers of health clubs
- Anyone who refers to their customers as "Members."
About the Presenter
Bruce R. Matza
Bruce R. Matza is a well-known speaker, mentor, and facilitator. He brings a wealth of experience in executive leadership, retention, and customer service. He has over 35 years of experience with such prominent brands as Neiman Marcus, where he was a senior executive for 21 years. Bruce has advised numerous organizations including Walt Disney World, Harrods of London, Marriott, Motorola, Harley Davidson, Mandalay Bay Hotel & Casino, National Retail Federation, National Restaurant Association, American Society of Association Executives, US Chamber of Commerce, United Way of America and many others.
He is author and creator of Becoming a Customer Service Star, initially designed for Walt Disney World. Now in its 3rd edition, the assessment has been used by more than 250,000 customer service professionals around the world.
Aired on October 19, 2011