Thoughts on technology and innovation
Dan Stark, Director - Product Strategy
Wow - Really?
In December, we reached the end of a three-year lease on our Chevy Volt (best car ever)! Prior to ending the lease, the leasing company did an exhaustive inspection of the vehicle. After three years and 42,000 miles, the inspector determined we owed $125 for some damage to one of the wheels. He indicated he was required to report the damage to the leasing company, and they could decide whether to charge us or not.
It Gets Worse....
In a call with the leasing company (a major financial institution), I also learned we owed roughly $400 for a lease termination fee. A lease termination fee? So I opened my mail today to find a bill from the leasing company for both the lease termination fee and the damage estimate. There is no argument based on the lease agreement, we owe the money. So essentially we will pay $525 to terminate our relationship with the company, and I can assure you that termination will be permanent.
Wait - What If This Was Handled Differently?
So just for a moment, let’s suspend what we know about banks, and pretend we are in an alternate universe where they care about customer retention. In that universe, we might have received a letter (not a bill) explaining that we owe the leasing company $500, and giving us the option of depositing $500 to open a savings account with them in lieu of the payment.
Over the next 20 years, we use that bank to...
So What Can An Association Learn From This?
If you are sending membership renewals that look like bills - stop!
What Are You Doing This Year to Improve Your Members’ Journey?
It’s 2016 and every customer / member should feel like a rock star. A bad experience winds up written up in a blog like this or even worse trending in Twitter. It has never been more important to think long term about what your member value is and reimagine your member experience. Is every stop on their journey pleasant and inviting? If not adjust!
Join Nimble AMS for a Webinar, "The Pursuit of Happy & Engaged Members" on February 17th!