How concierge Onboarding plusses Member Engagement, Member Retention, and Member Success
Concierge Onboarding can be explained simply by using a concept you’re already familiar with: a hotel concierge. The concierge is usually found near the entrance of the hotel; ensuring that guests feel as comfortable as possible from the moment they arrive. Whether it’s a restaurant recommendation, adding a personalized note to the room, or even just a friendly smile – all will go a long way for the arriving guest. It may seem like hard work (and it often is) but the rewards are invaluable.
The Member Success Team’s Concierge Onboarding Coordinator concept works just the same. The onboarding concierge’s job is to attend to recruitment /retention through Member Success and attend to a member’s – or potential member’s every need (within reason, of course).
“Do you have a question about the product? Would you like to understand how to use a feature? Maybe all you need is an explanation of how our product meets your primary needs.”
The concierge is available to be there for the potential member or incumbent member for specific, critical service needs, while leaving the remainder of the membership staff to work in member marketing, and the day-to-day tasks of membership without bogging them down in minutia.
As of that moment, there are two onboarding phases potential members or incumbent members will enter with the concierge. Lets take a 30,000 foot view of each Phase:
1 Research Phase
The association offers several beneficial tools and resources to help the agency be better at what they do, which means that a potential / member will benefit from an explanation of how the resource fits their use-case. The Member Concierge would also set-up demonstrations of the resource. This is where you talk about the tool / resource and show what an Association membership has to offer. The concierge will answer questions the potential member or incumbent member may have as you explore the resource with them.
2 Implementation Phase
Once the potential member or incumbent member decides to use the tool or resource, the concierge will enroll if needed, and continue to guide them. The concierge will help members set up the tool or resource and personalize it (where possible) according to their wants and needs.
The concierge service would be part of all new and current Memberships. Members will receive benefit and resource consultancy (concierge onboarding – intro, overview, and training) that ensures each member becomes an expert at managing their association benefits.
Memberships Matter! 