The Member Experience Journey: Where Surveys Add The Most Value
Membership organisations live or die by the strength of their relationship with members. People join for a reason – to belong, to learn, to influence, to get a service – and they stay when they feel seen, listened to and well served. Surveys, used properly, are one of the simplest ways to test whether that relationship is healthy.
Beyond the Annual Survey
The biggest mistake is to think of a survey as a once-a-year temperature check. Member experience is a journey, not a moment. People move from awareness, to joining, to using services, to renewing (or leaving). At each point, they are making small value judgements: “Is this worth it?” “Do they get me?” “Is this improving my work/life/profession?” Surveys add most value when they help you understand those decision points.
At the Point of Joining
Start with the “join” moment. A short, well-timed onboarding survey can tell you who your members are, what they came for and whether your welcome process worked. This gives you an evidence base for tailoring communications, rather than sending the same material to everyone.
Understanding Use and Value
Next is usage. Many membership bodies offer a wide range of benefits, but usage data alone doesn’t tell you why something isn’t used. A quick pulse survey after an event, training course or advice call can show whether the service met the need, whether it was easy to access, and whether members would recommend it. Research in membership and customer settings consistently shows that ease and clarity are strong predictors of satisfaction and future use – not just the quality of the product itself.
Renewal and Retention Insights
Renewal is the critical point. Exit surveys (for those who leave) are useful, but by then it’s late. A short pre-renewal survey can surface early warning signs: members who don’t see value, those whose role has changed, or those who feel the organisation is no longer relevant. That gives you time to intervene.
Taking a Strategic View
There is also a strategic layer. Periodic, deeper member surveys – say every 18–24 months – can test alignment between what the organisation is investing in and what members say they need. This is where you can explore trust, representation, advocacy and future priorities. Many studies of professional bodies and charities show that when members feel their priorities are reflected in the agenda, they are more loyal and more willing to contribute (volunteering, speaking, paying for extras).
Turning Insight into Action
Understanding your members at every stage of their journey helps you strengthen relationships, improve retention and focus investment where it matters most. If you’d like to explore how tailored member surveys can help you achieve that, we’d be happy to talk through the options. Contact us now!