Engagement is Measured by the Customer

I've written a bunch about measuring engagement in the past. (Click here to read one of my favorites.)

But one thing that's critically important to understand is that ultimately, engagement is not measured by the association, but by the member or customer. Click here for an example of what I mean.

For some members, just being able to read your communications (e.g., magazine, e-newsletter, online community) is engagement enough (we oldtimers used to call these members "mailboxers").

For other members, engagement means attending some or all of your association's events.

And finally, for some it means volunteering; speaking, writing, serving on committees.

But the point is, each of these members feels as engaged as they need to be. And it may be difficult for the association to determine if the individual is "engaged enough."

So as you're measuring engagement, if you find you've got a distribution of members spread all over the engagement map, don't fret; it may be exactly what each member wants!

Engagement is Measured by the Customer

Wes's Wednesday Wisdom Archives

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Don’t let your customers edit their names online!

Once is an accident, twice is coincidence, three times is a pattern.

“Every association does this.”

Trust your gut

“People more frequently require to be reminded than informed.”

Problems without solutions are not problems, they are facts of life

Perfect is not possible

“Different” isn’t necessarily better or worse.

The Rule of 100 and 1,000 and automation