Your organization needs to understand the most important, and best performed, aspects of membership, as defined by members themselves. Additionally, you should identify what is not done well and what is missing from your array of benefits. This includes gaining insights as to any unexpressed complaints members may have and what emerging needs they can identify. If possible, this information should be gathered on both a qualitative (anecdotal) and quantitative (dimensional) basis. This will help determine what aspects of performance to improve or add and what to emphasize, how to communicate them to members (current, former, and prospective), and how to assess their effectiveness in the future.
For more information, check out SearchCRM.com resources on customer loyaltyCustomer Lifetime Value.
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