customer journey mapping – an innovative approach to drive membership engagement [final]
TRANSCRIPT
Customer Journey Mapping –An Innovative Approach by the PMI
Sydney, Australia Chapter to Drive
Membership Engagement for PMI
Chapters
Parikshit Basrur, Director at Large, PMI Sydney Chapter
Sandeep Mathur , Director at Large, PMI Sydney Chapter
October 2017
Agenda
• Need for Change
• Section 1 - Customer Journey Mapping
• Section 2 - Demographics & Insights
• Section 3 - Service Catalogue Refresh
• Questions and Answers
Need for Change Simon Sinek’s “Start with the Why?”
• Low Retention in Chapter Membership
• Project Management Landscape is changing
• Opportunity to reposition PMI Sydney Chapter
• Profile Members
• Survey Members
• Understand current & potential
Members
• Map Customer Journey
• Review Service Offering & alignment to
PMI Talent Triangle
• Develop end to end value proposition
Roadmap driving member engagement
Step 1 – Customer Journey Mapping
Jul – Oct
2016
Step 2 – Member Insights
Jan – Mar
2017
Step 3 - Refresh Service Catalogue
Jul – Aug
2017
Step 4 –Implementation
Aug onwards
2017
CRITICAL PATH FOR BENEFITS REALISATION
Mapping Customer journey to
Experience & Titles
Student (<1 Year)
Project Manager(1 – 5 Yrs)
Portfolio Manager
Program Manager
P3O Manager(5 – 15 Yrs)
CIO
P3O Director
Heads of
Manager(>15 Yrs)
Mapping Customer journey to PMI Talent TriangleEach phase has a different focus
Entry Growth Consolidation Exit
• Out of Scope
Student
Domain
Project , Program , Portfolio Management / P3O
Retirement
Other (Management, Other Domain)
Common areas of the PMI Talent Triangle
1-5 years 5-15 years >15 years
Hornsby, Blacktown & Sydney Areas
provide 30% (488 out of 1603) of membersPotential to bring events closer to members
37% drop off after one year of membershipDeeper engagement through a buddy system may reduce non-renewals
Only 7% (117 of 1603) of members used Professional
Development Services in 201693% of members either don’t know or are not interested in Services being
offered
Only 23% (370 of 1603) of members attended Events in
2016/2017Need to review location, content and timing of Events
Chapter Offerings mapped to PMI Talent TriangleIn addition, members also have access to PMI Global and PMI
Australia offerings
Category Sub-Category Service Type Tech
nic
al
Pro
ject
Mg
t
Lead
ers
hip
Str
ate
gic
& B
usin
ess M
gt
Member Rewards & Discounts PMI Australia Awards Country
Member Knowledge Chapter Meetings Chapter X X X
Member Knowledge Events Chapter X X X
Member Knowledge Webcast / PMI TV Chapter X X X
Member Knowledge Meetups Chapter X
Member Knowledge Conferences Chapter X X X
Member Knowledge Toastmasters Chapter X
Member Knowledge Mentoring Program Chapter X X X
Member Community & Volunteer Opportunities Networking with other PM Professionals Chapter X X X
Member Community & Volunteer Opportunities Volunteering Opportunities Chapter X X
Member Community & Volunteer Opportunities Deliver community projects Chapter X X X
Member Career Resources & Professional Development Gain PDUs by attending Chapter events Chapter
Member Career Resources & Professional Development Certification Support through Prep Courses and Study Groups Chapter X
Member Career Resources & Professional Development Learning how to improve CV and professional social presence Chapter
Member Career Resources & Professional Development Career Building Workshop Chapter
Member Career Resources & Professional Development Job search support Chapter
Member Career Resources & Professional Development PM Connect Chapter X
Member Career Resources & Professional Development Research support Chapter X
Member Career Resources & Professional Development Career events for students Chapter
Member Rewards & Discounts Discounts on Registered Education Providers (REP) Courses Chapter
Member Rewards & Discounts Discounts on Conferences and Seminars Chapter
Member Rewards & Discounts Job Advertisements & Training Offers Chapter
Member Rewards & Discounts Participation in Membership Recognition Program Chapter
Member Rewards & Discounts Student Prizes to Sydney Education Institutions Chapter
Member Rewards & Discounts Prize money for best poster sessions for Students Chapter
Member Rewards & Discounts NSW PM Student Award Chapter
Member Publications Critical Path Newsletter Chapter X X X
Member Social Chapter LinkedIn Group Chapter
Member Social Chapter Facebook Group Chapter
Member Social Chapter tweets on Twitter Chapter
Business Governance Learn Board Governance Chapter X
Business Governance Become a Non-Executive Director Chapter X
Business Brand Enhancement Brand Enhancement & Recognition for Sponsors/REPs Chapter
PMI Talent Triangle Mapping
Realigned Service offerings mapped
to Customer Journey – Entry Phase
• Industry Events at Universities
•Career Events at UniversitiesEngage
•Offer free/subsidized Technical Project Management Courses to new members
•Offer Chapter promotional items such as T-Shirts, Pens, etc. to new members
•Welcome ceremony in Chapter Events for new members
Convert
• Implement Buddy System to connect new joiners to senior Members
•Refresh On-Boarding ProgramRetain
Notes
(1) Entry Phase primarily consist of Students and professionals from other fields
(2) Five Target Universities are University of Sydney, Macquarie University, University of Technology Sydney,
University of NSW and University of Western Sydney
(3) Appoint PMI Student Ambassador in each target University from within the student community with leadership skills
(4) Appoint Market Segment specific Associate Director to be single point of contact with the PMI Student Ambassador
Realigned Service offerings mapped
to Customer Journey – Growth Phase• Industry Events in mid-to-large Organisations with Org Markets
•Career Events in mid-to-large Organisations
Engage
•Offer free/subsidized Technical Project Management & Leadership Courses to new members
•Offer promotional items such as T-Shirts, Pens, etc. to new members
•Welcome ceremony in Chapter Events for new members
Convert
• Implement Buddy System to connect new joiners to senior Members
•Refresh On-Boarding Program
•Establish Communities of Practice
Retain
Notes
(1) Growth Phase primarily consist of Project, Program and Portfolio Managers with 5-15 years of experience
(2) Appoint Market Segment specific Associate Director to co-ordinate all Marketing & Relationship Management activities
(3) Collaborate with other industry bodies such as Australian Computer Society, Australian Institute of Project Management,
etc. in conducting events
Realigned Service offerings mapped to
Customer Journey – Consolidation Phase
• Industry Events in mid-to-large Organisations in collaboration with Org Markets
•Career Events in mid-to-large Organisations
Engage
•Offer free/subsidized Leadership Courses to new members
•Offer Chapter promotional items such as T-Shirts, Pens, etc. to new members
•Welcome ceremony in Chapter Events for new members
Convert
• Implement Buddy System to connect new joiners to senior Members
•Refresh On-Boarding Program
•Establish Communities of Practice
•Executive Breakfast and CxO Round Table events
Retain
Notes
(1) Consolidation Phase primarily consist of Senior Project, Program and Portfolio Managers/Directors with 15+ years of
experience
(2) Appoint Market Segment specific Associate Director to co-ordinate all Marketing & Relationship Management activities