Clients often come to us with requests to do a Member Satisfaction Survey. After a discussion to gauge what their true research objectives are, we often steer them toward a Member Indispensability Study instead. But why?
Satisfaction doesn’t equate to longevity. In our research experience, we have seen that satisfaction isn’t a strong driver of member retention. In fact, we often see that lapsed members report high levels of satisfaction with the association membership, often very similar to the satisfaction levels of current members.
Satisfaction can be too broad a concept. In surveys, we often include a general question about the levels...