–1–1 state societies: what members need bruce kasanoff [email protected]
TRANSCRIPT
Copyright 2003 Bruce Kasanoff204/10/23
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TodayToday
The Learning Relationship Leading change A framework for understanding member needs
Copyright 2003 Bruce Kasanoff304/10/23
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The “Learning Relationship”The “Learning Relationship”
Save me time
Member talks with you
You tailor your service to their needs
The more effort member invests, the greaterThe more effort member invests, the greatertheir stake in making relationship work.their stake in making relationship work.
feedbackfeedback
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TotalState Members Dues DuesHawaii 60 $375 $22,500Texas 1132 $350 $396,200Pennsylvania 809 $350 $283,150Michigan 530 $300 $159,000Massachusetts 450 $300 $135,000Colorado 284 $300 $85,200Louisiana 271 $300 $81,300Ohio 393 $275 $108,075New York 854 $250 $213,500New Jersey 475 $250 $118,750Washington 450 $250 $112,500Georgia 420 $250 $105,000Indiana 300 $250 $75,000Wisconsin 300 $250 $75,000Alabama 257 $250 $64,250Connecticut 230 $250 $57,500Kentucky 214 $250 $53,500New Mexico 141 $250 $35,250Iowa 140 $250 $35,000Montana 100 $250 $25,000Missouri 407 $200 $81,400North Carolina 400 $200 $80,000Tennessee 345 $200 $69,000South Carolina 265 $200 $53,000Maryland 250 $200 $50,000Oregon 190 $200 $38,000Mississippi 147 $200 $29,400Utah 122 $200 $24,400Rhode Island 89 $200 $17,800Alaska 37 $200 $7,400Virginia 370 $195 $72,150Florida 903 $175 $158,025California 1961 $125 $245,125Kansas 122 $125 $15,250Vermont 53 $125 $6,625Delaware 44 $125 $5,500Illinois 555 $100 $55,500Minnesota 300 $100 $30,000Arizona 254 $100 $25,400Washington, DC 200 $100 $20,000Arkansas 161 $100 $16,100Oklahoma 155 $100 $15,500Nebraska 131 $100 $13,100West Virginia 108 $100 $10,800Idaho 100 $100 $10,000South Dakota 41 $100 $4,100Navada 40 $100 $4,000Wyoming 25 $100 $2,500Maine 100 $50 $5,000New Hampshire 90 $50 $4,500North Dakota 35 $25 $875
How you do this depends on your size, budget and situation.
Copyright 2003 Bruce Kasanoff504/10/23
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Learning Relationship examplesLearning Relationship examples
Remember answers to survey questions
Trigger actions when conditions a member specifies are met
Identify segments of members with unmet needs
Copyright 2003 Bruce Kasanoff604/10/23
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Benefits of this approachBenefits of this approach
Better member loyalty Expanded relationship with
members Relief from pressures to keep
dues artificially low Higher member satisfaction
Copyright 2003 Bruce Kasanoff704/10/23
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But first, a little inspiration
Taddy Blecherco-founder
CIDA City Center
Copyright 2003 Bruce Kasanoff804/10/23
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Nadan NilekaniCEO
Infosys
But first, a little inspiration
Copyright 2003 Bruce Kasanoff904/10/23
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Carly FiorinaCEO
Hewlett Packard
But first, a little inspiration
Copyright 2003 Bruce Kasanoff1004/10/23
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Meeting Member Needs
Education
Legislation
Annual meeting
Clinical meetings
Newsletter
Web site
Services
Adult or pediatric?
Anatomical specialty
Treatment specialty
Career stage
Urban or rural?
Technology usage
Members
Copyright 2003 Bruce Kasanoff1104/10/23
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Adult or pediatric?
Anatomical specialty
Treatment specialty
Career stage
Urban or rural?
Technology usage
Members
Identify Differentiate Interact Customize
Copyright 2003 Bruce Kasanoff1204/10/23
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Identify
Differentiate
Interact
Customize
don’t remembermembers
treat everymemberthe same
talk atmembers
one size fits all
remembertransactions
differentiatemembers by
value
talk with;forgetdetails
membersget some
choice
remembermember history
use valueand member
needs
talk with;remember
details
customizefor somemembers
remember member
preferences
try to “enhance”memberneeds
ongoingfeedback
loops
treat differentmembersdifferently
What are your organization’s capabilities today?
Self- Assessment
Copyright 2003 Bruce Kasanoff1304/10/23
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?? “Imagine all information about a member is
freely available. What information do you want?” You can have any piece of information, as long as you can explain what you will do with the information and how it will benefit the member.
Copyright 2003 Bruce Kasanoff1404/10/23
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EnhancedNeed Set:
Related servicesValue streams
Alliances
Product-ServiceBundle:
PaymentDelivery
PackagingBilling
CommunicationsSupport
Enhanced Need Set Enhanced Need Set
Basic Service:
PriceFeatures
Referral services, easier ways to share member’s opinions on legislative issues, legal representation and/or insurance at reduced rates, practice management support, contract review services, reimbursement assistance, technology support…
Copyright 2003 Bruce Kasanoff1504/10/23
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(Low-tech) Enhanced Needs example(Low-tech) Enhanced Needs example
“The Utah Hammer Stalker”
Copyright 2003 Bruce Kasanoff1604/10/23
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What is the Real Benefit of a Learning What is the Real Benefit of a Learning Relationship?Relationship?
Attractiveness to member is key Proportional to the complexity of an
individual member needs
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One last word about member needs…
LESS
Copyright 2003 Bruce Kasanoff1804/10/23
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use less
of yourmember’s
TIME
Copyright 2003 Bruce Kasanoff1904/10/23
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ask them for less
INFORMATION
(and help reduce the piles on their desks)
Copyright 2003 Bruce Kasanoff2004/10/23
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require less
EFFORTof yourmember
