To obtain the report and recommendations: Questions Answered What is the actual member and customer relationship strength? 1 Which drivers impact effective engagement best? 3 How to define different engagement levels and design complementary activation strategies? 5 2 How to create highly motivated members and customers? What are the most attractive and relevant value propositions? 6 What resources attract and sustain engagement best? 4 Sample Size & Response 123,863 Total contact list USA excluded from survey 8,584 Respondents from: Mature economies Emerging markets Developing economies MCI is grateful to these 15 associations for their desire to join us on this inaugural Index What This Index Measures American College of Chest Physicians American Concrete Institute American Institute of CPAs American Society for Clinical Pathology American Society for Quality American Society of Civil Engineers APICS ASIS International Information Systems Audit and Control Association Institute of Electrical and Electronics Engineers International Facility Management Association International Society of Automation Materials Research Society NACE International Society of Critical Care Medicine The 5 Engagement Levels Retention & Product Sales Relationship Strength & Engagement 86 Total sample 98 Top association 87 Members with product use 92 Customers 69 Members without product use 90 Top 33% associations 80 Bottom 33% associations 75 Bottom association Range of average Engagement Index values Average Engagement Index values across member/customer types Current relationship strength with members & customers are moderate to weak Relationships with members who buy products and non-member customers are significantly better than members who only buy membership Each relationship segment requires a unique activation strategy to improve retention or sell more products Peter Turner Senior Advisor, Global Development Strategy +1-571-275-1516 [email protected] GLOBAL ENGAGEMENT INDEX Performance Preference Benefit Likelihood to Renew / Buy Products Renew membership Buy products Join as member Relationship strength has a significant impact on likelihood to renew or buy products PASSIVE OPEN ACTIVE LOYAL MULTIPLIER Pure member 10% Interested in offering but with limited usage 22% First but only selective engagement 29% Repeat interaction and regular product & service usage 31 % Strong supporter and promotor 8% Very strong Strong Moderate Weak Very weak Engagement by Region 22% 10% 21% 3% 43% 98 Developing markets 23% 13% 23% 5% 36% 94 Emerging markets 13% 13% 34% 10% 31% 74 Mature markets The more relevant the products the better the relationship strength and product usage #GEIndex2016 150 100 50 0 -50 Very strong Strong Moderate Weak Very weak Relationship strength ACTIVE LOYAL MULTIPLIER engagementindex.org Global transport The closer benefits meet local needs according to each target group in a market the more likely they will engage Local transport 82% Regional transport 66% 58% Benefit attributes Adding value with products Communication and information attributes May need improvement Effectiveness of digital and personal communications Availability of local language communication, social media, and online information Quality and usability of website content and marketing information Marketing & Communications Word of mouth is #1 globally yet marketing and communication is not sufficient to build stronger relationships Colleague/friend Trusted advisor University Internet Publications 27% 19% 14% 14% 9% 46% % Represents the size of the groups of survey respondents in each engagement segment Product portfolios that are less relevant to members/ customers are also less impactful to engagement Certifications are significantly more impactful to engagement than any other product offering ? #1 Certifications Country without interviews GLOBAL ENGAGEMENT INDEX 2016 47% 49% 4% Relative relationship strength 100 75 The more mature the market the weaker the customer or member relationship Very weak Weak Moderate Strong Very strong Definitely 5 Most likely 4 Likely 3 Rather not 2 Definitely not 1
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To obtain the report and recommendations:
Questions Answered
What is the actual member and customer relationship strength?1
Which drivers impact effective engagement best?3
How to define different engagement levels and design complementary activation strategies?
52 How to create highly motivated members and customers?
What are the most attractive and relevant value propositions?6
What resources attract and sustain engagement best?4
Sample Size & Response
123,863Total contact list
USA excluded from survey
8,584Respondents from:
Mature economies
Emerging markets
Developing economies
MCI is grateful to these 15 associations for their desire to join us on this inaugural Index
What This Index Measures
American College of Chest PhysiciansAmerican Concrete InstituteAmerican Institute of CPAsAmerican Society for Clinical PathologyAmerican Society for QualityAmerican Society of Civil EngineersAPICSASIS International
Information Systems Audit and Control AssociationInstitute of Electrical and Electronics EngineersInternational Facility Management AssociationInternational Society of AutomationMaterials Research SocietyNACE InternationalSociety of Critical Care Medicine
The 5 Engagement Levels
Retention & Product Sales
Relationship Strength & Engagement
86
Total sample
98
Top association
87
Memberswith product
use
92
Customers
69
Memberswithout product
use
90
Top 33%associations
80
Bottom 33%associations
75
BottomassociationRange of average
Engagement Index values
Average Engagement Index values across member/customer types
Current relationship strength with members & customers are moderate to weak
Relationships with members who buy products and non-member customers are significantly better than members who only buy membership
Each relationship segment requires a unique activation strategy to improve retention or sell more products
Peter TurnerSenior Advisor,
Global Development Strategy
GLOBAL ENGAGEMENT INDEX
Performance
PreferenceBenefit
Likelihood to Renew / Buy Products
Renew membership
Buy products
Join as member
Relationship strength has a significant impact on likelihood to renew or buy products
PASSIVE OPEN ACTIVE LOYAL MULTIPLIER
Pure member
10%
Interested in offering but with
limited usage
22%
First but only selective
engagement
29%
Repeat interaction and regular product & service usage
31%
Strong supporter
and promotor
8%
Very strong Strong Moderate Weak Very weak
Engagement by Region
22%
10%
21%3%
43%
98Developing
markets
23%
13%
23%
5%
36%
94Emerging
markets
13%
13%
34%
10%
31%
74Mature markets
The more relevant the products the better the relationship strength and product usage
#GEIndex2016
150
100
50
0
-50
Very strong
Strong
Moderate
Weak
Very weak
Relationshipstrength
ACTIVE LOYAL MULTIPLIER
engagementindex.org
Globaltransport
The closer benefits meet local needs according to each target group in a market the more likely they will engage
Localtransport
82%
Regionaltransport
66% 58%
Benefitattributes
Adding value with products
Communicationand information attributes
May need improvement
Effectiveness of digital and personal communications
Availability of local language communication,social media, and online information
Quality and usability of website contentand marketing information
Marketing & Communications
Word of mouth is #1 globally yet marketing and communication is not sufficient to build stronger relationships
Colleague/friendTrusted advisor
UniversityInternet
Publications
27%19%14%14%9%
46%
% Represents the size of the groups of survey respondents in each engagement segment
Product portfolios that are less relevant to members/customers are also less impactful to engagement
Certifications are significantly more impactful to engagement than any other product offering
?
#1 Certifications
Country without interviews
GLOBAL ENGAGEMENT INDEX 2016
47%49%
4%
Relative relationship strength
100
75
The more mature the market the weaker the customer or member relationship
Very weak Weak Moderate Strong Very strong
Definitely 5
Most likely 4
Likely 3
Rather not 2
Definitely not 1
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