FROM NZCB —
Kevin Sceats NZCB Board Member and Halo Guarantees Limited Chairperson
What does ‘Member Value’ really mean?
It is pretty obvious to all of us that the New Zealand building industry continues to change each year (perhaps accelerated by COVID-19 last year) and thus you and your businesses are being pushed to evolve to meet those ever-changing demands. Membership organisations such as New Zealand Certified Builders (NZCB) are one of the many groups that need to adapt and evolve by improved listening to their members’ needs. They will also need to undergo digital transformation and create new ways to engage and interact with the next generation. This is not to say that paper documents have had their day for everyone, but, in short however, businesses and organisations need to stay relevant to truly succeed in today’s customer-focused climate. Customer (or member) focus has been improving for both membership organisations and companies over the last few years. The basic principle is focusing your goals and your efforts on your customers and putting their needs ahead of yours; arguably this is the opposite to the ‘traditional’ business-centric methods which put business or shareholders’ needs ahead of customer satisfaction. ‘We’re waking up to the fact that future long-term member value and growth requires a deeper focus on online membership experience and engagement’.
So, what is Member Value? Member value is the benefit that you receive from us, which can actually be broken down into two different definitions; the perceived member value, and the actual member value. Perceived member value is what members feel they receive from us, be that their access to services, or benefits of their membership and ability to participate. This can be quite different to the actual member value as some members may be unaware of the benefits and services we can provide. Actual member value is the value members actually receive from their membership. This can be a range of things from education and training, contracts, legal advice, Halo 10-Year Residential Guarantee, to networking, being part of a community, discounts, career development and recognition. Our membership benefits continue to be clearly communicated so that you know exactly what your membership gives you, all aimed at enabling you to fully appreciate what we provide. Over the forty plus years of my business career, I have been involved with some highly successful global and New Zealand enterprises (and a couple of not so successful ones too) and have a good appreciation of what forms the foundation for sustainable organisational success. The key one is of course an outward customer focus.
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With that in mind, while I remain on the NZCB Board I am committed to continuously improving our governance practices. In the same vein and as Chairperson of Halo Guarantees Limited (HGL), I am working with the team to ensure we establish a solid foundation on which HGL will ultimately flourish and, of course, deliver valuable products to our members. As someone once said, “to create something big, you must start with small steps”. Member value has and will continue to be a growing area for NZCB and for HGL; both at a Board and operational level. We do, however, rely on your taking a moment now and then to send us suggestions on possible ways and means to improve our ability to deliver increased and evolving member value. After all, this is a journey together. Nga mihi nui.
