Key Results

Market Need – Data on Improving EngagementWouldn’t it be great to develop new engagement

strategy based on real data?

Relationship Strength is Key to Engagement

The stronger the relationship…the more likely

• … members re-new membership

• … customers purchase products and services or join as members

• … members and customers understand and value the benefits of the offer

• … members and customers recommend the association

Engagement is key to sales activation and retention!

4Global Engagement Index 2016

Global Engagement Index

Crowdfunded Benchmark Index for Measuring Member &

Customer Relationship Strength

GEI Answers Key Questions

For First Time – An Engagement Measure

THE INDEX IS BASED ON MEMBER AND CUSTOMER RATINGS ON 3 DIMENSIONS

PREFERENCEPERFORMANCE

BENEFIT

GLOBALENGAGEMENT

INDEX

Based on your experiences, could you please rate ASSOCIATION’s overall performance?

5 – excellent4 – very good 3 – good 2 – fair1 – poor

How would you rate the benefit/value provided to you by being member of / using the products and services of ASSOCIATION?

5 – excellent4 – very good3 – good2 – fair1 – poor

Please indicate the degree to which you prefer ASSOCIATION versus any other provider of comparable (benefits), products and services available in your region?

5 – very strongly4 – strongly3 – slightly2 – not preference at all1 – preference other providers

Sample Size & Responses

5,334Responses of Engineering Societies

123,863Email addresses of members and customers representative for participating associations

8,584Total Ress

Response Rate: 7%

GEI– Calculation and Scale Range

RANGING FROM -50 TO +150 WITH ALL INDEX QUESTIONS RATED EQUALLY

150

100

-50

50

Very strong Relationship

Weak Relationship

Moderate Relationship

Strong Relationship

Very weak Relationship

0

The table exemplary shows the scores for the different scale points of the performance question.

Scale point Score

5 - Excellent / very strongly 150

4 - Very good / strongly 100

3 - Good / slightly 50

2 - Fair / no preference at all 0

1 - Poor / prefer other providers -50

Don‘t know / no answer Missing

Benchmark – Members vs Customers

85 87

70

93

50

75

100

125

Total sampleEngineering

Members withproduct usage

Members withoutproduct usage

Customers

86

Very strongRelationship (125 – 150)

Weak Relationship(Index: 25 – 74)

Moderate Relationship(Index: 75 – 99)

Strong Relationship(100 – 124)

Very weak Relationship (Index: -50 – 24)

not displayed

Benchmark

87

69

92

Base: n= 5333 / 4643 / 413 / 277 // 7495 / 610 / 475 | Index ranges from -50 to +150

Benchmark – by Region

85

9592

78

50

75

100

125

Total sampleEngineering

Developing Emerging Mature

Very strongRelationship (125 – 150)

Weak Relationship(Index: 25 – 74)

Moderate Relationship(Index: 75 – 99)

Strong Relationship(100 – 124)

Very weak Relationship (Index: -50 – 24)

not displayed

Benchmark

Base: n= 5333 / 217 / 2322 / 1890 // 323 / 3514 / 3341 | Index ranges from -50 to +150

78

9498

86

7% 7%16%

4% 5% 5% 9% 8%

30% 28%

36%

27% 21% 25%

35%29%

14% 14%

12%

11%9%

14%

14%

13%

32% 34%

26%

35% 46%34%

30%

33%

17% 18%11%

23% 19% 21%12%

18%

Total sampleEngineering

Memberswith product

usage

Memberswithout

product usage

Customers Developing Emerging Mature Totalsample -

all industries

Very strong Relationship(Index: 125 -150)

Strong Relationship(Index: 100 - 124)

Moderate Relationship(Index: 75 - 99)

Weak Relationship(Index: 25 - 74)

Very weak Relationship(Index: -50 - 24)

Benchmark – Aggregate

Regional MarketsMembers vs CustomerBenchmark

All 15

Base: n= 5333 / 4643 / 413 / 277 / 217 / 2322 / 1890 // 8580

Benchmark Engineering

Net Promoter Score

43% 46%36%

46%58%

51%

34%

35%34%

31%

34%

35%

33%

38%

22% 20%

33%

20%

8%16%

28%

Total sampleEngineering

Memberwith product usage

Memberwithout product usage

Customer Developing Emerging Mature

Promoters Neutrals Detractors NPS

24 27 2 29 54 41 7

Net PromoterScore (Engineering)

Member vs Customer Regional Market

Question: C.11 How likely is it that you would recommend ASSOCIATION to a friend, business partner or colleague?Base: n=5308 / 4626 / 406 / 276 / 215 / 2313 / 1886

Net Promoter Score Benchmark (total sample)

21 26 3 26 50 35 6

Engineering Sector

Driver Analysis - Evaluated Quality Overall Perception

P1 Member / Customer Focus

P2 Reputation

P3 Relevance

P4 Subject Matter Expertise

P5 Reliability

P6 Local Presence

Benefits / Value

B1 Provides me / my organization with competitive advantage

B2 Helps me achieve my personal / professional goals

B3 Value for money

B4 Membership benefits / Products and services correspond to my needs

B5 Opportunities to become a volunteer leader

B6 Membership benefits / Products and services are locally relevant

B7 Provides me the opportunity to attend a major meeting or conference

B8Provides me the opportunity to publish a paper in the association’s journal or conference

B9 Enables me to reach out to members throughout world

Offering & Customer Service

O1 Quality of customer service in my time zone / region of the world

O2Availability and responsiveness of customer service in my time zone / region of the world

O3 Quality of products and services in my time zone/ region of the world

O4Availability and accessibility of products and services in my time zone / region of the world

O5Variety of member benefits / products and services in my time zone / region of the world

O6 Serving local needs

O7 Locally relevant content and case studies

O8 Reasonable prices for products and services

Communication & Information

C1 Effectiveness of digital communication

C2 Effectiveness of personal communication

C3 Availability and accessibility of local language communication

C4 Availability and accessibility of online information

C5 Usability of website

C6 Quality of content provided on website

C7 Quality of marketing information

C8 Availability and accessibility of social media content

Products & Services

PS1 Instructor led (face to face) training PS8 Online library

PS2 Home-study courses (print / DVDs) PS9 Research

PS3 Online education programs PS10 Annual meetings & (regional / local) conferences

PS4 Online Webinar (LIVE or on demand) presentations PS11 Online networking (social media / online communities)

PS5 Magazines / Newsletters (Print and Digital) PS12 Standards, codes or professional guidance and good practices

PS6 Association Journal or member publication PS13 Certifications or accreditations

PS7 Other publications, whitepapers, etc. PS14 Career Services and Information

Driver Analysis - Overall Perception

TOTAL SAMPLE

P1 Member / Customer Focus

P2 Reputation

P3 Relevance

P4 Subject Matter Expertise

P5 Reliability

P6 Local Presence

Watch

Impact- +

Consider

Focus

Leverage

P1

P2

P3

P4

P5

P6

Perf

orm

ance

-

+

HighMediumLow

goo

dav

erag

esu

bst

and

ard

Driver Analysis – Value of Benefits

TOTAL SAMPLE

B1 Provides me / my organization with competitive advantage

B2 Helps me achieve my personal / professional goals

B3 Value for money

B4 Membership benefits / Products and services correspond to my needs

B5 Opportunities to become a volunteer leader

B6 Membership benefits / Products and services are locally relevant

B7 Provides me the opportunity to attend a major meeting or conference

B8 Provides me the opportunity to publish a paper in the association’s journal or conference

B9 Enables me to reach out to members throughout world Watch

Impact- +

Consider

Focus

Leverage

B3

B4

B6

B1

B2

B7

B8B9P

erf

orm

ance

-

+

HighMediumLow

goo

dav

erag

esu

bst

and

ard

Driver Analysis - Offering & Customer Service

TOTAL SAMPLE

O1 Quality of customer service in my time zone / region of the world

O2 Availability and responsiveness of customer service in my time zone / region of the world

O3 Quality of products and services in my time zone/ region of the world

O4 Availability and accessibility of products and services in my time zone / region of the world

O5 Variety of member benefits / products and services in my time zone / region of the world

O6 Serving local needs

O7 Locally relevant content and case studies

O8 Reasonable prices for products and services Watch

Impact- +

Consider

Focus

Leverage

O5

O1

O2

O3O4

O6

O7

O8

Perf

orm

ance

-

+

HighMediumLow

goo

dav

erag

esu

bst

and

ard

Driver Analysis - Communication & Information

TOTAL SAMPLE

C1 Effectiveness of digital communication

C2 Effectiveness of personal communication

C3 Availability and accessibility of local language communication

C4 Availability and accessibility of online information

C5 Usability of website

C6 Quality of content provided on website

C7 Quality of marketing information

C8 Availability and accessibility of social media content Watch

Impact- +

Consider

Focus

Leverage

C1

C2

C3

C4

C5

C6

C7

C8

Perf

orm

ance

-

+

HighMediumLow

goo

dav

erag

esu

bst

and

ard

Driver Analysis - Products & Services

TOTAL SAMPLE

PS1 Instructor led (face to face) training

PS2 Home-study courses (print / DVDs)

PS3 Online education programs

PS4 Online Webinar (LIVE or on demand) presentations

PS5 Magazines / Newsletters (Print and Digital)

PS6 Association Journal or member publication

PS7 Other publications, whitepapers, etc.

PS8 Online library

PS9 Research

PS10 Annual meetings & (regional / local) conferences

PS11 Online networking (social media / online communities)

PS12 Standards, codes or professional guidance and good practices

PS13 Certifications or accreditations

PS14 Career Services and Information

Results missing due to too small sample!

Watch

Impact- +

Consider

Focus

Leverage

PS1

PS2

PS3

PS4

PS5PS6

PS7

PS8

PS9

PS10

PS11

PS12

PS13

PS14

Perf

orm

ance

-

+

HighMediumLow

goo

dav

erag

esu

bst

and

ard

Member / Customer Typology - 5 Stages of Engagement

Categorization of members and customers into the following five stages of engagement with the association:

OPEN ACTIVE LOYAL MULTIPLIERPASSIVE

e.g. Member -interested in products but

haven’t purchased

Shown willingness to buy in past &

future

Regular repeat usage of products

and interaction

Same as Loyal but strong and active

supporter and promoter

Member Only – no interest in products

Engagement Index (Relationship Strength)

NPS (Promoter / Neutral / Detractor)

Number of products / services usedfrom the association within the past

18 months

Categorization is based on:

Total sample – all industries 10% 22% 29% 31% 8%

Member with product usage 7% 21% 31% 32% 8%

Member without product usage 44% 30% 26% 0% 0%

Customer 9% 22% 28% 38% 4%

Developing 3% 13% 39% 35% 10%

Emerging 7% 20% 30% 36% 7%

Mature 13% 26% 29% 24% 7%

Scoring by Segment

Base: n=5308 // 8537 / 4626 / 406 / 276 / 215 / 2313 / 1886

11% 23% 29% 30% 7%

OPEN ACTIVE LOYAL MULTIPLIERPASSIVE

Engineering

21Global Engagement Index 2016 © FairControl GmbH 2016. All rights reserved.

Eight Lessons from GEIEach association gained even more insights from custom private reports

Association relationship strength isn’t strong enough to sustain growth

If you want more loyalty and familiarity with products and services associations must do more

Brand, expertise, and value proposition do not alone build or sustain strong relationships

Marketing/communication and customer service must be more locally relevant in markets one desires to serve

Product portfolios that are not relevant to local audiences can detract from building strong and resilient relationships

Must link value to improving member/customer competitive advantage, achieving personal/professional goals, or offering better value for money or convenience

Improving engagement requires understanding how relationships move through distinct stages and need for custom approach

22Global Engagement Index 2016 © FairControl GmbH 2016. All rights reserved.

Testimonials from Index Participants in 2016“The GEI recommended a more individualized focus on marketing our certification. In the

future, we will be pushing more of a communications campaign especially in target markets.

GEI served as a prompt to think about localizing delivery—an essential step in building loyalty

among members and customers. GEI findings revealed a strong interest among customers in

journals and newsletters rather than in education, which has prompted rethinking how those

products are highlighted.”

“We need to be making sure we’re pushing our online content, because that’s already there

and available. We might have done better seeing what we could do, getting our journals in

their hands instead. We really need to do a better job of teaching our volunteers how to

communicate our value proposition, and, of course, localizing our value proposition in turn,

which is something we really haven’t done. I think that the data from the Index is going to help

us do that a little bit better in terms of our messaging.”Jennifer R. Young

Director, International Operations

American Society for Clinical Pathology

“The GEI was a reminder that engagement is a critical part of a product. Though ASQ performed

very well in the Index, with a Relationship Index of 93, we still see an opportunity to deepen

relationships. There is really so much that we can do in terms of strategizing, having more focused

interactions and more focus on the user experience, rather than so much on the product than we

do right now. I think there’s really a lot to do.”

Renata L. Lerch

Deputy Managing Director

ASQ Global

23Global Engagement Index 2016 © FairControl GmbH 2016. All rights reserved.

Testimonials from Index Participants in 2016

“Participants in the GEI are now looking at ways to intensify that deep customer focus.

CHEST is considering international gatherings that are more intimate 200-300-person events,

rather than larger, 2,000-person ones. We think there’s an opportunity to show greater

member/customer focus through a more intimate regional approach to those conferences and

have them travel so we can do several in a given year, versus putting all our effort into one big

thing in one location.”

Sue Reimbold

Senior VP, Marketing and Communications

American College of Chest Physicians

Thank you

A Crowdfunded Model for Actionable Member & Customer

Intelligence to Improve Data-Driven Relationship Development

Launching American

Engagement Index in 2017