Collecting feedback from members and then implementing solutions based on that feedback can be challenging, but it’s essential for boosting engagement, retention, and member loyalty.

Now, you may have tried different methods of collection already—conducting numerous surveys, sending out emails requesting input, and sitting in on countless member interviews… If this sounds familiar, you might be feeling the need to level up your feedback-collection game– and that means you’re in the right place!

In this guide, we’ll explore practical strategies and give you helpful tips for refining your feedback collection process. Without further ado, let’s dive in!

1. Target and Tailor

Generic feedback forms do not encourage insights that are specific and actionable. To gather more meaningful insights, try implementing the following:

i. Segment Your Members

A good tip for creating targeted feedback campaigns is to start by grouping your members by category.

These groups could be based on various demographics like:

• Behavior on the platform (what pages they visit most, what courses they’re most interested in)
• Membership tenure (new, regular, veteran)
• Membership type (student, regular, retired, non-member)

By segmenting members, you can craft questions that align with their unique experiences and needs.

• For example, for a group of new members, you could ask, “What have you found challenging so far?”
• For more tenured members, the question could be, “What has been the most valuable benefit of your membership?”

Questions like these are relatable and, therefore, can lead to more personal and valuable information that you can use to improve relevant aspects of your association.

ii. Target Specifics

Long surveys can be overwhelming–not just for your members, but for most people! Have you ever had to answer a customer survey that just kept going on and on and on? You lose motivation pretty quickly, right?

Lost motivation can leave you with feedback that is vague and limited. So, rather than lengthy questionnaires that cover everything, concentrate your questions on specific aspects of your organization, such as member benefits, professional development, or event participation.

Focusing on a specific area will also let you cover topics in greater detail. You can match your surveys to ongoing initiatives at your organization–after all, what better time to ask about event preferences than when you’re planning an event?

Remember: you don’t have to fit everything into a single survey. It’s easier to complete multiple short, simple surveys than one long behemoth of a questionnaire!

2. It’s All About Technology

Technology nowadays has become so advanced that there are tools and apps for streamlining just about every process. Feedback collection is no outlier, so let’s look at a few ways to make the most of today’s tech:

i. Use Survey Platforms

SurveyMonkey, Typeform, or Google Forms are just a few examples of the platforms you can use to design professional surveys.

Don’t forget to explore your chosen platform’s capabilities so you can use them to their fullest potential; some allow you to automate distribution by sending your surveys directly to member emails or to collate and organize feedback into a spreadsheet with one click of a button–a game changer in survey analytics!

ii. Take Advantage of Your LMS

If your association uses a learning management system (LMS), make sure to leverage its built-in feedback collection tools. Detailed analytics and reports are vital for providing member insights: by examining your existing library of continuing education and events hosted on the platform and how your members interact with it, an LMS can track their behavior and patterns.

How does this work? Well, if you see that the majority of members who take Course X stop taking the course halfway through, it means there’s a problem somewhere in the course. You can then investigate further to pinpoint and rectify the issue. (Targeted surveys, perhaps?)

iii. Harness Data Analytics

Now that you have the data, it’s time to analyze! You can investigate the data you have collected for patterns, trends, and areas of improvement.

Advanced analytics tools are also available to help you do this more efficiently. Microsoft Power BI, Google Analytics, and Looker Studio are just a few of the options you can explore. They even allow you to create graphs to display your data in an easily understandable format–perfect for presenting in meetings and for updates!

3. Prioritize, Prioritize, Prioritize!

After you’ve gathered and analyzed all of your feedback, you’ll probably realize that not everything you’ve discovered requires immediate action. You want to give solid solutions to important issues in a timely manner, and that means knowing how to prioritize. So, when thinking about the priority of an item, make sure you look at…

i. The Severity

Identify critical issues and focus on them first. Critical issues often impact member satisfaction and/or retention.

For example, when it comes to membership fees, you may get feedback like, “We don’t get enough benefits to justify the cost”, “I want flexible payment options”, or “You should give discounts for long-term members.” 

You’ll want to put this feedback at the top of your list of action items because these factors may directly affect whether members choose to stay or leave. If you address these issues immediately, it can help improve your retention rates (and member satisfaction!).

ii. The Frequency

You can tell that an issue requires immediate attention when multiple members mention the same thing. Look out for these recurring concerns, because they’re clear indicators of significant pain points for your members–and that means they must be addressed!

iii. The Feasibility

Analyze and weigh the resources required to address each issue. Ask yourself, “Is it practical to do this?” 

When investigating feasibility, you can also identify “quick win” concerns, which require few resources and little effort to resolve–the types of things you can almost immediately check off the list!

Next, distinguish concerns that involve more long-term improvement projects and more extensive planning. These will take more resources and effort, so you want to put thought into them. The better you prioritize and plan, the better your return on investment will be!

4. Turn Feedback Into Actionable Insights

Gathering feedback is just the first step; the true value of feedback is realized when it is acted upon, resulting in effective solutions. Here’s how to make that happen:

i. Create an Action Plan

Start by breaking down your solution into specific and manageable steps. For example, if the issue is “high membership fees”, actionable steps might include:

• Analyzing competitors’ pricing
• Studying accepted rates for members
• Identifying cost-effective benefits to offer

Be sure to set reasonable timelines to ensure timely progress. Then, as you move ahead with your plan, periodically review it to identify new or upcoming roadblocks so that you can change strategies as needed.

ii. Engage Key Stakeholders

Implementing solutions doesn’t have to be handled by a single person (or even a single team!). Ultimately, you will likely require assistance from peers who are better suited to the task–usually experts in the field.

Because of this, when implementing feedback, be sure to identify the right team members to help you; then, you can assign them responsibilities to aid you in achieving your goals.

Project management tools like Clickup, Hubspot, and Monday.com are available to explore so that you can keep everyone aligned with your progress!

5. Show Members That You Value Their Assistance

Don’t forget to express your appreciation towards members who gave input; after all, they spent valuable time helping you out! Recognizing member contributions shows that you value their aid–and their opinions. Here’s how you can show your appreciation:

i. Keep Them Updated

Communicate progress to your members. Be transparent about what actions have been taken to achieve which goals, and make them aware of any limitations that have prevented progress. This will help members understand when little or no progress is made on specific goals, while still assuring them that the challenges are being dealt with. By continuing to make members “part of” improvement projects, you prove to them that you’re continuing to take their concerns seriously.

To keep members up to date with your efforts, you can make use of things like newsletters, social media, or community forums. You want to especially highlight improvements and celebrate successes–they’re the cumulation of your work together!

ii. Express Gratitude

Ensure that you take the time to make your members feel valued and appreciated. Let them know that their feedback is important for your association’s growth and development. In some cases, you may want to offer a little something extra, like entry into a draw to win a prize or coupon codes for events or courses!

You may also like: How to Win Members and Influence Renewals

Conclusion

Gathering feedback goes beyond simply asking questions; it involves actively listening, understanding what they tell you, and taking the appropriate actions to address their concerns. By asking the right questions, putting your technology to work, focusing on meaningful improvements, and showing that you value their feedback, you can build a stronger and more engaged community.

Start implementing these strategies today to help boost your association’s member satisfaction and loyalty!

 

References

Collecting Customer Feedback: Methods and Best Practices | Miro. (n.d.). Https://Miro.com/. https://miro.com/research-and-design/collecting-customer-feedback-methods/

get_ready_bell:client_pulse – Success Story Magazine. (2024, May 31). Success Story Magazine. https://ssmags.com/2024/05/31/get_ready_bellclient_pulse/

Naser, M. (2024, July 29). The Importance of Customer FeedbackTurn Survey Data into Actionable Insights with Dashboards and Sentiment Analysis. SmartSurvey. https://www.smartsurvey.co.uk/blog/importance-of-customer-feedback

Sehwail, M. (2023, September 5). How Customer Feedback Loops Drive Your Website Success. FullSession. https://www.fullsession.io/blog/customer-feedback-loops/