With gratitude to Bruce Temkin for The 6 Laws of Customer Experience: The Fundamental Truths that Define How Organizations Treat Customers , this fifth of six essays now looks at the importance of measuring, incenting and celebrating positive actions that lead to healthy Toastmasters clubs.
Soclub officers and/or Area Governors struggle to understand why clubs don’t deliver better experiences to each other and to potential members. But it shouldn’t be such a big mystery. It’s all about how club officers deal with members and with each other. Members tend to conform to the environment that they’re in. What are the key elements to the club environs? The metrics that are tracked, the activities that are rewarded, and the actions that are celebrated. These three items collectively drive how members behave and how they ultimately treat each other —- and potential members.
Here are some suggestions:
Don’t expect members to do the “right thing.” While members may want to treat each other and potential members well, you can’t just expect them to do it. Why not? Because club officers and, very often District officers want club members to do a lot of things. But they often fail to link behaviors to measurements, incentives, and celebrations . So without any explicit intervention on behalf of new members — or even longer-term member experience, the environment will push members to focus on just about anything except member experience.
Clearly define good behavior. To do that, define and describe the types of behavior that you want from members. Do you want members to strive earnestly to meet the written requirements of the manual(s) they are working in? Or do you want them simply to get through exercises so they can contribute to Distinguished Club Plan goals? Measurements, incentives, and celebrations should be adjusted to reinforce those behaviors.
Watch out for mixed messages. You can only get consistent behaviors from members when all three levers (measurements, incentives, and celebrations) are working together. If you celebrate things that are different than what you measure, for instance, then members aren’t sure which signals to follow.
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