Driver 1: Member

Remember, behind each main driver are a number of sub-drivers which give you the opportunity to do a deeper dive into the maturity content.

Refers to the good governance and risk management to help reduce volatility across the organisation

Risk

SUB-DRIVERS

 Governance Structure and Responsibilities  Risk Management  Policies, Procedures and Compliance

of Growth

People

Refers to the attraction and retention of the right people to help grow the organisation – people who share the organisation's vision and fit its culture

SUB-DRIVERS

a. Capability b. Performance Management and Rewards c. Human Resource Policies d. Leadership

Technology

Refers to the way in which technology transforms every aspect of the organisation to make better decisions through digital, technology and data analytics

SUB-DRIVERS

a. Digital Organisation b. Data and Analytics c. Security and Privacy

Member Driver: Introduction

In a TAC context, members are the focal point. Leading organisations understand that by putting members’ needs and interests first, they can achieve a competitive advantage. They know all about their members — who they are, what they want and when they want it — and they know that building member loyalty goes hand in hand with long-term sustainable growth. Even after securing the membership base, these organisations are constantly thinking about how to keep creating or adding value for each and every member.

Member Driver Components

Find out more about the various driver components by clicking on the icons below:

a. Member Experience b. Services and Markets

c. Marketing d. Member Acquisition and Competition

Questions to think about:

1. How are your members being engaged? 2. How important is member loyalty to your organisation? 3. How would you describe your marketing efforts to attract new members? 4. What are the measures of success for the marketing function? 5. How would you describe the technology available to the marketing function?

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Driver 1: Member – Sub-driver Questions (a. Member Experience)

a.1. Member experience

NA. None of the statements apply (AP 1.1.4)

B. Member experience is siloed and often different across all touch points (AP 1.2.4)

D. The quality of member experience is consistent within, but not always across all channels (AP 1.3.4)

L. Quality of experience is customised and consistent across all channels and touchpoints

a.2. Member engagement

NA. None of the statements apply (AP 1.1.7)

B. The organisation periodically engages its members (AP 1.2.7)

D. The organisation regularly engages members and proactively reaches out to members to gather feedback (AP 1.3.7)

L. The organisation has an established and robust member engagement strategy, and utilises it to gain consistent insights on member sentiments

a.3. Member loyalty

NA. None of the statements apply (AP 1.1.8)

B. Member loyalty is recognised by the organisation; Current products and/or services meet existing member needs (AP 1.2.8)

D. There are membership recognition programmes and rewards in place for long term members (e.g. long membership awards, discounted services, etc.) (AP 1.3.8)

L. Member loyalty is reflected through their contribution of ideas and insights that support the development of new services or programmes for the organisation; Members’ contribution and participation in organisation activities are tracked and rewarded accordingly

In Australia, members in Association of Mining and Exploration Company (AMEC)are entitled to free and regular member only networking events and get exclusive invitations to board room lunches with key government decision makers and industry leaders.

In Germany, Association of the German Trade Fair Industry (AUMA) provides a platform for the exchange of information and experiences among members. AHK offers members the opportunity to exclusively offer each other attractive conditions on products and services, attracting a new member base.

Driver 1: Member – Sub-driver Questions (b. Services and Markets)

b.1. Member segmentation and analytics

NA. None of the statements apply (AP 1.1.2)

B. Basic segmentation is used to identify different categories of members to understand their specific needs (AP 1.2.2)

D. Analytics are leveraged to assess different member segments to identify and tailor the appropriate member service and experience according to needs (AP 1.3.2)

L. Predictive analytics are deployed to proactively identify potential growth opportunities for the different member segments

b.2. Expansion of services and markets

NA. None of the statements apply (AP 1.1.5)

B. The organisation has local initiatives and programmes in place to facilitate growth opportunities for member companies (AP 1.2.5)

D. The organisation identifies international business matching opportunities for member companies to facilitate expansion overseas and into emerging or diversified markets (AP 1.3.5)

L. The organisation has an established global network of partners to provide international business opportunities for its members; The organisation leverages on multiple levels of cross-collaboration with other government agencies, TACs, business entities and other organisations

Taiwan External Trade Development Council (TAITRA) in Taiwan funded by the government, focuses on assisting Taiwanese businesses to develop international market. TAITRA organises international trade shows, conducts market studies and provides professional information of international trade.

Driver 1: Member – Sub-driver Questions (c. Marketing)

c.1. Marketing

NA. None of the statements apply (AP 1.1.6)

B. Marketing is focused on promoting the organisation’s products and/or services (AP 1.2.6)

D. Marketing is focused on branding and member retention (AP 1.3.6)

L. The organisation is focused on developing deeper, long-term and continuous member relationships; Increasingly innovative and responsive digital marketing is integrated with traditional methods

c.2 Branding

NA. None of the statements apply (AP 1.1.1)

B. There is an established vision, purpose and mission for the organisation (AP 1.2.1)

D. There are efforts made to increase brand awareness of the organisation within the sector or industry (AP 1.3.1)

L. The organisation has successfully developed a strong brand image within the sector or industry; The organisation regularly reviews the brand identity and ensures its relevance. When necessary, rebranding occurs to keep up with the VUCA (volatile, uncertain, complex and ambiguous) environment

In Taiwan, Taiwan Electrical and Electronic Manufacturers' Association (TEEMA) provides B2B Web Services and marketing channels to help advertisers optimise promotion of their products/services. The platform’s database provides information comprising 90% of Taiwan’s electrical and electronics industries. TEEMA invested in Google AdWords and search engine optimisation to enhance the platform’s publicity.