09/21/2016

Two More Views on Member Value

Member data is great, but it won’t answer all your questions

Member data is great, but it won’t answer all your questions. A pair of qualitative methods for understanding value might help your association better meet member needs.

The cover of the September 2016 issue of Harvard Business Review asks a fundamental question: “What does your customer really want?”

It’s a question every business asks itself, associations included (though primarily about members, of course). Two of the features in the issue offer paths toward an answer, and, while they examine the question of value from rather different angles, they’re both notable for their lack of emphasis on data analysis.

Please click here to read the complete article from Associations Now.