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“Digital transformation” is leaving no stone unturned. Its effects aren’t limited just to big consumer brands like Amazon, Netflix Uber. MADE IN JAPAN TOMY TOMICA NO 120 HONDA NSX PATROL CAR JAPAN POLICE 1 59 DIECASTTechnology has changed how people travel down the path toward membership at your association, and how they engage with your association if or when they join.

A member’s experience with your association or nonprofit used to look different.MADE IN JAPAN TOMY TOMICA No. F11 FIAT 131 FIRELLI ABARTH RALLY 1 60 DIECAST CAR They might hear about you through a direct mail flyer, send in a check to join, and attend a conference once a year. That was association membership. Their journey to joining your association was linear and sequential.MADE IN JAPAN TOMY TOMICA ZIPPO TRAMPIO NISSAN SKYLINE GTR GT-R R32 RACING 1 59

Now, they come to your association at various stages of the funnel, or the member/buyer’s journey. And along the way, they expect a different experience from what was the norm 20 years ago.

No matter the reason for the change, anyone who has grown an online community to maturity can tell you that the thought of moving that community to a new platform is enough to keep a person up at night.Magirus Deutz Mullwagen - Siku Plastic V126 Germany 37680

There are logistical and personal challenges to migrating an entire community, like:

• What if engagement totally dies?MAHOGANY WOOD BRITISH AIRWAYS CONCORD FROM EMODELAIRPLANES 22 1 2 L WITH GEARS
• What if we lose all the activity from our old community when we transition?
• What if members don’t move?MAISTO - 1 18 - MERCEDES-BENZ 500K SPEZIALROADSTER - 36055W
• What if members start their own rogue communities because they hate our new platform?

But whatever your worries are, moving your community could be what it needs to become even better.

MAISTO 1 10 SCALE SCHOOL BUS - DESERT REBEL REMOTE CONTROL MODEL BN 82077YTo get you to that new, better place, there are some strategic elements to think about as you transition your community from one platform (be it social media, a different company, or a listserv) to another.

We’re here to help you meet your goals while avoiding these pitfalls.

Do you have a Customer Advisory Board (CAB) or customer advisory council?Maisto 1 18 Benz SL550 A lot of software companies do. It’s one of those boxes that you check because you know it’s a best practice.

But something else that’s common is when companies check the CAB box just to have one, but don’t end up doing much with it (likely because of the workload it takes to manage). MAISTO 1 18 SCALE 2010 MERCEDES-BENZ SLS AMG MODEL BN 36196RRather than becoming the product and customer experience-changing entity that it has the potential to be, many CABs go into hibernation, never to be heard from again.Maisto 1 18 Scale Diecast Model Car 31386 - Lamborghini Centenario - Grey

It’s time to change that. It’s time to mobilize your CAB for action.

 

In today's global economy, you're no longer competing with just the businesses in your town.Maisto 1 18 2000 Mustang Cobra R You're competing around the world, and you may offer similar products and services to half a dozen other vendors, maybe more. Maisto 1 18 Ford Explorer Sport Trac - goldYou need a way to differentiate yourself outside of product and price, which can only be tweaked so much.

Smart businesses that find themselves in this situation turn to customer support as the differentiator.

Excellent customer service and support are highly effective ways to stand out because they also build loyalty among your customers.Maisto 1 18 Nissan 1971 Datsun 240Z Modified Diecast Car Red color 32612It will often cause them to select you for renewals and recommend you even if your prices are higher than the competition. Just consider these stats:

• 95% of global consumers said good customer service is an important influencer of their brand loyalty [Nacoral 3552 Fiat 500 Rally grey mint in box condition]
• 61% have stopped doing business with a company due to poor customer service [New BBR 1 18 Ferrari J50 Japan Market 50th anniversary Car model red corsa Red]
• 75% of companies believe they’re customer centric, while only 30 percent of consumers agreed [Capgemini]

Clearly, there’s a major divide between perception and a hard reality.Maisto 1 24 Diecast Series Set & Two Cars Each Box

So how do you create a great customer service experience that puts you on the right side of these statistics?