Loyalty versus Satisfaction - What's the Difference?

Satisfaction will not tell you if your customers will defect or your association members will drop their memberships.

Loyalty measurement captures the voice of the customer; their expectations and your performance against those expectations, as well as what you need to do to improve. Unlike satisfaction, loyalty encompasses the total customer experience; giving you a foundation for better decision making and action planning.

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Loyalty Research: The Next Generation of Voice-of-the-Member Research

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Professional and Trade Associations

Associations face similar challenges as businesses in terms of providing value to attract and retain members. In the case of professional and trade associations, where businesses often pay for employee memberships, it is even more critical that associations provide value as companies look to cut expenses.

To help associations better meet their members’ needs and in some cases, their members’ employers’ needs, the Loyalty Research Center has developed a specialty association practice to measure and manage member loyalty.

In addition to providing many of the same services available to our B2B and B2C clients, the Loyalty Research Center’s association-specific offerings include:

Member loyalty profiling –

Identifies at-risk as well as loyal members and why they exist, so you can…
Develop strategies to save and retain members

Lapsed member surveys –

Provides understanding about why members drop their memberships, so you can…
Develop strategies to win them back

Member benefits assessment –

Assesses if your association offers the right benefits, and if other associations (who compete for your members) offer more desirable or richer benefits; so you can…
Offer the right mix and level of benefits to attract and retain members

Member segmentation analysis –

Understand your segments – possibly even discover new or underserved segments, so you can…
Determine how to best service them, and decide if it is even in the best interest of the association to retain and grow the various segments

Chapter performance reports –

Find out how your chapter stacks up against other chapters in your association, so you can…
Gauge whether your chapter’s performance is exceptional or sub-par, and learn what it will take to improve or stay ahead of the “pack”.

Loyalty Research Center member studies can help you identify how your members define value so that you can deliver on their expectations. If you would like to learn more, please complete the form below and the Loyalty Research Center Associations Practice Leader will get in contact with you.