Member Retention: questions that show you care
Showing that you genuinely care, is an important and positive differentiator for your chamber.
Consider a needs update discussion.
Is a needs update discussion part of your customer care strategy? A lot of effort goes into member recruitment and connection at annual renewal time; but what about the time in-between? Showing that you genuinely care, is an important and positive differentiator for your chamber. How do you demonstrate you care about your member’s business and are serious about providing value?
Here are some questions that you or your client engagement representative can ask a member, to update your understanding of their business. Engaging in an update discussion is ideally timed 3 to 6 months preceding their renewal - a genuine care conversation without asking for money. Please adapt these questions to your own conversation style to best align member needs with the unique value propositions of your chamber of commerce:
What are your primary goals and objectives for your business in the next 12 months? Have they changed in the past year? Did you celebrate any milestones, anniversaries, new hires or product launches recently?
What are some of the key trends current in the industry? How do you currently stay informed about industry trends, market insights, and best practices?
Have you previously been involved with any business associations or chambers of commerce? If so, what were the key benefits you received from your membership?
What specific initiatives or issues are important to your business or industry that you would like to see the chamber take a lead on?
How influential do you feel you are in shaping policies and decisions that impact your industry? How important is it for you to have a voice in such matters?
Can you share any specific challenges or obstacles your business is currently facing that you believe membership in the chamber could help address?
How do you currently generate leads and acquire new customers? Are there any specific introductions or networking opportunities you are seeking?
What kind of interactions and experiences are you looking for in a business community? How important is it for you to build relationships with like-minded owners or professionals?
Are there any areas of your business where you are seeking innovation or cutting-edge ideas? How would you like to stay updated on the latest opportunities and technologies?
Are there any specific skills or knowledge gaps within your team that you would like to address through educational programs or workshops?
How do you currently measure the impact of your business initiatives? What positive consequences or results are you aiming to achieve through your involvement with the chamber?
How do you envision integrating ideas and strategies from the chamber into your business operations? How important is it for you to have support in implementing new initiatives? Who else in the company should we include in our distributions?
These questions will help chamber representatives delve deeper into a member’s needs, priorities, and challenges. By understanding these aspects, the representative can effectively communicate the value propositions of the chamber of commerce and tailor a program of referrals, invitations, resources that aligns with the member's goals.
Simply calling the meeting and having the discussion shows that you care. A genuine, caring conversation could go a long way when the member is considering renewal with you or membership in another organization. Remember, active listening and open-ended follow-up questions are key to further exploring the member's responses and gaining a comprehensive understanding of their requirements.
