I have a question for association, membership and marketing execs: How often do you pick up the phone at the front desk or in the call center?
Nina Simon is the Director of the Santa Cruz Museum of Art & History and blogs at Museum 2.0. Her “guilty pleasure” is a smart idea. She also told me she spends about ten hours a month in the galleries with visitors. That’s like a free focus group!
Imagine how those visitors feel when she talks with them. The museum is no longer an intimidating institution – although I’m sure her museum has never been considered that during her watch – her friendly face is the face of the museum.
Those of you who work in a small associations, you’re excused from this exercise since you probably answer the main line as much as anyone else in the office. But if you work in an association that has a dedicated call center or member service team, you probably only receive calls that are direct-dialed or forwarded to you. That’s a shame because you’re missing out on a convenient, cheap way to understand what’s on the mind of your members and other stakeholders.
If you don’t have the time, budget, or inclination to spend a day in the life of your member, then spend 30 minutes every few weeks in your call center. The experience will give you an opportunity to listen, ask questions, and even lay the foundation for further conversation with members you probably don’t know.
You will also set a positive example for your staff by spending time getting to know members. Let them see you on the frontline making the effort to learn about member needs and concerns. Your example could convince them to build similar activities into their week, like calling new members to welcome them to the association and learn more about their expectations, needs, and aspirations. Or, calling “old” members to find out what’s on their mind.
This simple 30-minute task is one you can put into your schedule right now. And it’s a small step that can nudge your organization’s culture into a new direction.