VIDEO: Why Member Satisfaction Is Not Member Engagement

Is member satisfaction one of your key performance metrics? You’re not alone!

There’s a fundamental difference between member satisfaction and member engagement in trying to measure the health of the relationship you have with your members.  Satisfaction is more of a “happiness index.”  It has no correlation with behaviors.  For example, a satisfied member is just as likely as dissatisfied members to not renew membership next year.

Engagement, on the other hand, is directly tied to important behaviors.  The stronger the relationship gets, the more engaged someone is, the more likely you will see more participation, stronger retention rates, and greater non-dues revenue.

Watch the video below to find out more how member engagement is much better at providing actionable insights than member satisfaction studies.