Do you want members to linger or churn? You decide.
The retail store where we were shopping had the temperature set at 75 degrees. Clearly, they wanted us to browse and linger.
The restaurant where we had lunch had the temperature set at about 70-71 degrees. Clearly, they wanted us to eat quickly since turnover or “churn” is important to them.
Clearly, both entities set the temperature by design to achieve their objectives: linger or churn.
As I think about different associations I’ve been around over the last 30+ years, I realize that each has a culture that defines whether they want members and prospects to linger or to churn.
The big question: is that culture intentional or accidental.
To me, some associations invite me to linger. Examples include:
- Emphasis on two-way communications
- Focus on engagement
- Open doors
- Informal and approachable
- Website provides numbers and emails in a “who to call” format
- Interactive meetings and conferences
- Nearly all one-way communications
- No contact info (person, phone, email) on the website
- Closed doors
- Bureaucratic organization (noticed quickly when you call for help)
- Staff and/or volunteer leaders appear stand-offish or untouchable or cliquish
- Formal conferences with speakers with limited interaction
What are you doing and why?