Latest results from MCI's American Engagement Index that looks at ten associations members and non member customers and their relative relationship and engagement strength.

1. Getting More ROI from Engagement through
Stronger Relationships Here & Abroad -
The Engagement Index
Marc Beebe, CAE, IEEE
Michael Gips, ASIS International
Jakov Cavar, FairControl
Peter Turner, MCI Group

2. 2American Engagement Index 2017
Overview of Leading Insights (AEI with references to GEI)
– Relationship strength and performance
– Product usage, membership and engagement
– Targeting to customize offering & communication
Q&A
Second Edition – GEI coming in Q12018
AGENDA

3. 3American Engagement Index 2017
Marc Beebe, Director - Strategic Research, IEEE
Michael Gips, Chief Global Knowledge & Learning Officer, ASIS
International
AMERICAN ENGAGEMENT INDEX – PANEL & PARTICIPANTS

4. 4American Engagement Index 2017
JAKOV CAVAR – INDEX RESEARCH PARTNER
Managing Director, FairControl
Jakov Cavar studied Business Management with focus on Marketing, Financing and Statistics in Regensburg, Germany. After
working as consultant in a French market research company, he joined TNS Infratest, one of the world’s largest market
research agencies, and worked there for many years, his last position being Head of department. In 2015 he became
Managing Director of FairControl and is since responsible for Strategy, Operations and Marketing.

5. 5American Engagement Index 2017
MARKET PLACE NEEDS
Stagnating/decreasing membership
Increasing competition
Member expectations & needs - high and constantly changing
Increasing number of communication channels
No data suggesting what is a good engagement strategy that impacts
relationship strength

6. 6American Engagement Index 2017
WHAT THE INDEX DOES
Suggests relevant product / services to retain or increase loyalty
Contrasts relevant similarities of differences in customer experience
Identifies drivers of value
Uncovers relative relationship strength
Rates association performance

7. 7American Engagement Index 2017
INDEX PARTICIPANTS
Global Engagement Index 2016 (GEI)
American Concrete Institute
American Institute of CPAs
APICS
American Society of Civil Engineers
American Society for Clinical Pathology
ASIS International
American Society for Quality
American College of Chest Physicians (CHEST)
IEEE
International Facility Management Association
International Society of Automation
Information Systems Audit and Control Association
Material Research Society
NACE International
Society of Critical Care Medicine
American Engagement Index 2017 (AEI)
American Counseling Association
American Institute of Chemical Engineers
ASIS International
APICS
American Society of Mechanical Engineers
American Welding Society
Fabricators & Manufacturers Association
IEEE
International Society of Automation
NACE International

8. 8American Engagement Index 2017
THE FRAMEWORK ADDRESSES TODAY’S COMPLEX WORLD
Member / customer
experiences across…
Engagement &
Relationship Strength
Customer/memberbehavior
Association’sorganizational
performance&communication
Advocacy
Increase
Share of
spend
Repurchase /
Renew
Membership
Product /
Service /
Membership
Trial
Products
(Association journals,
training programs,
conferences & events,
standards, practices,
certifications, magazines,
etc.)
Channels / touch
points
(Website, digital
communication, personal
communication, customer
service, meetings, etc.)
Member benefits
(current knowledge,
industry best practices,
networking, competitive
advantage, reputation,
etc.)
Membership fees /
Prices
ENGAGEMENT INDEX AS ONE SINGLE
KPI REFLECTING ENGAGEMENT STATUS
AND RELATIONSHIP STRENGTH

9. 9American Engagement Index 2017
ENGAGEMENT INDEX – DEFINITION
THE INDEX IS BASED ON MEMBER AND CUSTOMER RATINGS ON 3 DIMENSIONS
PREFERENCE
PERFORMANCE
BENEFIT
Strength of the
relationship
ENGAGEMENT
INDEX
Based on your experiences, could you
please rate ASSOCIATION’s overall
performance?
5 – excellent
4 – very good
3 – good
2 – fair
1 – poor
How would you rate the benefit/value
provided to you as a member / customer
of ASSOCIATION?
5 – excellent
4 – very good
3 – good
2 – fair
1 – poor
Please indicate the degree to which you
prefer ASSOCIATION versus any other
provider of comparable (benefits),
products and services available for your
profession?
5 – very strongly
4 – strongly
3 – slightly
2 – not preference at all
1 – preference other
providers

10. 10American Engagement Index 2017
OVERVIEW OF EVALUATED QUALITY ITEMS & CATEGORIES
Overall Perception
P1 Member / customer focus
P2 Reputation
P3 Subject matter expertise
P4 Reliability
P5 Internationality
P6 Contribution to society
P7 Influence on policy
P8 Thought leadership
Benefits / Value
B1
Provides me / my organization with
competitive advantage
B7
Provides me the opportunity to attend a major
meeting or conference
B2
Helps me achieve my personal /
professional goals
B8
Provides me the opportunity to publish a paper
in the association’s journal or conference
B3 Value for money B9
Enables me to reach out to members
throughout world
B4
Membership benefits / Products and
services correspond to my needs
B10
Conducts or produces humanitarian or social
good activities or resources
B5 Opportunities to become a volunteer leader B11 Provides me opportunities for networking
B6
Membership benefits / Products and
services are locally relevant
B12 Provides access to industry experts
Offering & Customer Service
O1 Quality of customer service
O2 Availability and responsiveness of customer service
O3 Quality of products and services
O4 Availability and accessibility of products and services
O5 Variety of member benefits / products and services
O6 Relevant content and case studies
O7
Reasonable prices for (membership,) products and
services
Communication & Information
C1
Effectiveness of digital communication (e.g. email,
newsletters)
C2 Effectiveness of personal communication (e.g. phone)
C3
Availability and accessibility of online information
(website)
C4 Usability of website
C5 Quality of content provided on website
C6 Quality of marketing information
C7 Availability and accessibility of social media content
Products & Services
PS1 Instructor led (face to face) training PS8 Online library / information databases PS15 Workforce Development and Recruiting
PS2
Home-study programs
(print / DVDs / books)
PS9 Research & Benchmark Statistics PS16 Industry Tours
PS3 Online education programs PS10
Annual meetings & (regional / local)
conferences
PS17 Scholarships
PS4
Online Webinar (LIVE or on demand)
presentations
PS11
Online networking (social media / online
communities)
PS5
Editorial Magazines / Newsletters
(Print or Digital)
PS12
Standards, codes or professional guidance
and good practices
PS6
Association Journal(s) or other publications
that are peer-reviewed (Print or Digital)
PS13 Certifications or accreditations
PS7 Other publications, whitepapers, etc. PS14 Career Services and Information

11. 11American Engagement Index 2017
RELATIONSHIP STRENGTH AND PERFORMANCE

12. 12American Engagement Index 2017
75
89
78
67
63
86
78
25
50
75
100
125
AEI Total
Sample -
all associations
Top association Top 30%
of associations
Bottom 30%
of associations
Bottom
association
GEI Total
Sample
GEI Mature
Markets
AEI OVERALL SCORE IS 11 POINTS LOWER THAN GEI BUT
CONSISTENT WITH OTHER MATURE MARKETS
Base: n= 3881 // 8580 / 3341 Index ranges from -50 to +150
Very strong
Relationship
(Index: 125 – 150)
Weak Relationship
(Index: 25 – 74)
Moderate
Relationship
(Index: 75 – 99)
Strong Relationship
(Index: 100 – 124)
Very weak
Relationship
(Index: -50 – 24)
AEI GEI
Comparison with Benchmarks
ASIS
77
IEEE
66

13. 13American Engagement Index 2017
75 78
44
74 74
85
70
78
25
50
75
100
125
Total Sample
AEI
Members
with product
usage
Members
without
product
usage
Customers Individual
members
Corporate
members
Costs for
membership
paid on one's
own
Costs paid by
employer
MEMBERS WHO DON‘T USE PRODUCTS ARE SIGNFICANT TROUBLE
SPOTS WHILE COMPANY MEMBERS ARE MOST ENGAGED
Base: n= 3881 // 3355 / 394 / 132 // 3450 / 299 // 1866 / 1660 Index ranges from -50 to +150
Relationship to association
Very strong
Relationship
(Index: 125 – 150)
Weak Relationship
(Index: 25 – 74)
Moderate
Relationship
(Index: 75 – 99)
Strong Relationship
(Index: 100 – 124)
Very weak
Relationship
(Index: -50 – 24)
79
78
51
82
76
69
78
78
Benchmark GEI
mature markets:

14. 14American Engagement Index 2017
78
89
72
78
97
72
44
67
44
52 51
25
50
75
100
125
Total Sample
AEI
Overall perception Benefits / Value Offering &
Customer Service
Products &
Services
Communication &
Information
MEMBERS WHO DON’T BUY PRODUCTS SCORE
SIGNIFICANTLY LOWER IN ALL PERFORMANCE AREAS
Base: n= 3355 / 394 // 3164 / 341 // 3052 / 323 // 3010 / 317 // 2966 // 2930 / 301 Index ranges from -50 to +150
Very high
Low
Moderate
High
Very low
Performance areas
Members with
product usage
(Members without
product usage
not measured)
Members without
product usage
ASIS
81
IEEE
70
ASIS
41
IEEE
40

15. 15American Engagement Index 2017
75 76
73
61
74 75
82
78
71
25
50
75
100
125
State Region Municipality No ICT /
Business
Services
Engineering Associate
degree
or less
Bachelor
degree
Graduate
degree
ENGAGEMENT DECREASES WITH HIGHER EDUCATION LEVELS
Base: n= 1095 / 1831 / 626 / 130 // 1373 / 2509 // 680 / 1007 / 1452 Index ranges from -50 to +150
Demographics
Local component Educational levelIndustry sector
(HC not included in 2017)
Very strong
Relationship
(Index: 125 – 150)
Weak Relationship
(Index: 25 – 74)
Moderate
Relationship
(Index: 75 – 99)
Strong Relationship
(Index: 100 – 124)
Very weak
Relationship
(Index: -50 – 24)
Benchmark GEI
mature markets:
77
80
77 78
Not measured

16. 16American Engagement Index 2017
15% 14%
35%
13% 17% 19%
13%
8% 10%
31%
30%
39%
33%
31%
33%
31%
32%
29%
34%
10%
11%
11% 10%
13%
9%
11%
13%
13%
28% 29%
14%
30% 27%
32%
27%
29%
33%
31%
15% 17%
7%
13% 15% 17% 14% 16% 18%
13%
Total sample
AEI
Members
with product
usage
Members
without
product usage
Customers Individual
members
Corporate
members
Costs for
membership
paid on one's
own
Costs paid by
employer
GEI total
sample
GEI mature
markets
Very strong
relationship
(Index: 125 -150)
Strong relationship
(Index: 100 - 124)
Moderate relationship
(Index: 75 - 99)
Weak relationship
(Index: 25 - 74)
Very weak relationship
(Index: -50 - 24)
RELATIONSHIP STRENGTH IS TOO WEAK TO SUSTAIN
GROWTH; CONSISTENT WITH OTHER MATURE MARKETS
Relationship Benchmarks
Base: n= 3881 // 3355 / 394 / 132 // 3450 / 299 // 1866 / 1660 // 8580 / 3293

17. 17American Engagement Index 2017
RENEWAL STRONGLY DEPENDS ON THE STRENGTH OF THE
RELATIONSHIP
Question: C.11 Given your membership experiences with ASSOCIATION, how likely is it that you will renew your membership at ASSOCIATION?
Base: n= 3624 / 571 / 1001 / 367 / 1095 / 590
5%4%
20%20%
49%
32%
12%
3%
24%
15%
35%
32%
24%
9%
51%
11%
30%
56%
72%
90%
AEI member total very weak
relationship
weak
relationship
moderate
relationship
strong
relationship
very strong
relationship
5 Definitely
4 Most likely
3 Likely
2 Rather not
1 Definitely not
Relationship to association
Likeliness to renew membership
MEMBERS

18. 18American Engagement Index 2017
…SAME WITH LIKELIHOOD TO FUTURE PARTICIPATION
Question: G.27 In the next 12 months, what will be your tendency to participate in following activities of the ASSOCIATION compared to last year?
Base: n= 3055 // 489 / 854 / 311 / 900 / 501 | * Aggregated Indicator of Items in Question G.27.
6%
15%
5% 4% 5% 4%
19%
26%
21% 24%
15%
11%
13%
11%
12%
15%
14%
13%
30%
29%
33% 23%
31%
32%
32%
20%
29%
34% 36% 40%
AEI member total very weak
relationship
weak
relationship
moderate
relationship
strong
relationship
very strong
relationship
increasing
participation
planned
stable participation
planned
no clear tendency
decreasing
participation planned
no participation
intended at all
Relationship to association
Tendency to participate in ASSOCIATION activities*
MEMBERS

19. 19American Engagement Index 2017
DRIVER ANALYSIS - OVERALL PERCEPTION
TOTAL SAMPLE
P1 Member / customer focus
P2 Reputation
P3 Subject matter expertise
P4 Reliability
P5 Internationality
P6 Contribution to society
P7 Influence on policy
P8 Thought leadershipWatch
Impact- +
Consider
Focus
Leverage
P1
P2
P3
P4
P5
P6
P7
P8
Performance
-
+
goodaveragesubstandard
HighMediumLow

20. 20American Engagement Index 2017
DRIVER ANALYSIS - OVERALL PERCEPTION
Performance Impact AEI -
Total
ASIS
Intnl
IEEE
Good High - - -
Good Med 2 2,3 2
Good Low 3 - 3
Average High 1,4,8 1,4,8 1
Average Med 6 6,7 4,6,8
Average Low 5,7 5 5,7
Below High – Med - - -
Below Low - - -
P1 Member / customer focus
P2 Reputation
P3 Subject matter expertise
P4 Reliability
P5 Internationality
P6 Contribution to society
P7 Influence on policy
P8 Thought leadership

21. 21American Engagement Index 2017
DRIVER ANALYSIS - BENEFITS / VALUE
TOTAL SAMPLE
B1 Provides me / my organization with competitive advantage
B2 Helps me achieve my personal / professional goals
B3 Value for money
B4
Membership benefits / Products & services correspond to
my needs
B5
Provides me the opportunity to be a volunteer on boards,
committees and councils
B6
Provides me the opportunity to take part in community volunteer
programs
B7
Provides me the opportunity to attend a major meeting or
conference
B8 Enables me to reach out to other members in the US
B9 Enables me to reach out to members throughout the world
B10
Conducts or produces humanitarian or social good activities or
resources
B11 Provides me opportunities for networking
B12 Provides access to industry experts
Watch
Impact- +
Consider
Focus
Leverage
B1
B2
B3
B4
B5
B6
B7
B8
B9
B10
B11 B12
Performance
-
+
HighMediumLow
goodaveragesubstandard

22. 22American Engagement Index 2017
DRIVER ANALYSIS - BENEFITS / VALUE
Performance Impact AEI -
Total
ASIS
Intnl
IEEE
Good High - - -
Good Med - - -
Good Low - -
Average High 1,2,3,4 2,3,4 -
Average Med 8,9,11,12 8,9,11,12 8,11,12
Average Low 5,7 5,7 5,7
Below High – Med - 1,10 1-4,9,10
Below Low 6,10 6 6
B1
Provides me / my organization with
competitive advantage
B2
Helps me achieve my personal / professional
goals
B3 Value for money
B4
Membership benefits / Products & services
correspond to my needs
B5
Provides me the opportunity to be a volunteer
on boards, committees and councils
B6
Provides me the opportunity to take part in
community volunteer programs
B7
Provides me the opportunity to attend a major
meeting or conference
B8
Enables me to reach out to other members in
the US
B9
Enables me to reach out to members
throughout the world
B10
Conducts or produces humanitarian or social
good activities or resources
B11 Provides me opportunities for networking
B12 Provides access to industry experts

23. 23American Engagement Index 2017
DRIVER ANALYSIS - OFFERING & CUSTOMER SERVICE
TOTAL SAMPLE
O1 Quality of customer service
O2 Availability and responsiveness of customer service
O3 Quality of products and services
O4 Availability and accessibility of products and services
O5 Variety of member benefits / products and services
O6 Relevant content and case studies
O7 Reasonable prices for (membership,) products and services
Watch
Impact- +
Consider
Focus
Leverage
O1
O2
O3
O4
O5
O6
O7
Performance
-
+
HighMediumLow
goodaveragesubstandard

24. 24American Engagement Index 2017
DRIVER ANALYSIS - OFFERING & CUSTOMER SERVICE
Performance Impact AEI -
Total
ASIS
Intnl
IEEE
Good High - - -
Good Med - - -
Good Low - - -
Average High 3,5,6 3,5,6 3,5
Average Med 1,2,4 1,2,4 1,2,4,6
Average Low - - -
Below High – Med 7 7 7
Below Low - - -
O1 Quality of customer service
O2
Availability and responsiveness of customer
service
O3 Quality of products and services
O4
Availability and accessibility of products and
services
O5
Variety of member benefits / products and
services
O6 Relevant content and case studies
O7
Reasonable prices for (membership,) products
and services

25. 25American Engagement Index 2017
DRIVER ANALYSIS – PRODUCTS & SERVICES
Performance Impact AEI - Total ASIS
Intnl
IEEE
Good High - - -
Good Med 13 1,6,12,13 -
Good Low 6,12,16 - 5,6,12
Average High 15 2,11 -
Average Med 1-3,9,10,14 3-5,7-10 4,14
Average Low 4,5,7,8,11,17 - 3,7-10
Below High – Med - - -
Below Low - - -
PS1 Instructor led (face to face) training
PS2 Home-study programs (print / DVDs / books)
PS3 Online education programs
PS4
Online Webinar (LIVE or on demand)
presentations
PS5
Editorial Magazines / Newsletters (Print or
Digital)
PS6
Association Journal(s) or other publications
that are peer-reviewed (Print or Digital)
PS7 Other publications, whitepapers, etc.
PS8 Online library / information databases
PS9 Research & Benchmark Statistics
PS10
Annual meetings & (regional / local)
conferences
PS11
Online networking (social media / online
communities)
PS12
Standards, codes or professional guidance and
good practices
PS13 Certifications or accreditations
PS14 Career Services and Information
PS15 Workforce Development and Recruiting
PS16 Industry Tours
PS17 Scholarships

26. 26American Engagement Index 2017
PRODUCT USAGE, MEMBERSHIP AND ENGAGEMENT

27. 27American Engagement Index 2017
PRODUCT USAGE IN USA SLIGHTLY HIGHER COMPARED TO
GLOBAL WITH DIFFERENT PRODUCT PREFERENCES
Number of used productsProduct usage
36%
33%
28%
25%
25%
24%
19%
19%
12%
12%
11%
8%
7%
6%
6%
2%
2%
5%
9%
Question: B.3 And which products or services from ASSOCIATION have you used within the last 18 months? (Multiple responses possible)
Base: n= 3880 / 3881 / 3293
Editorial Magazines / Newsletters (Print or Digital)
Standards, codes or professional guidance and good practices
Annual meetings & (regional / local) conferences
Association Journal(s) or other publications (peer-reviewed) (Print or Digital)
Certifications or accreditations
Online library / information databases
Online Webinar (LIVE or on demand) presentations
Other publications, whitepapers, etc.
Online networking (social media / online communities)
Online education programs
Instructor led (face to face) training
Career Services and Information
Research & Benchmark Statistics
Home-study programs (print / DVDs / books)
Industry Tours
Workforce Development and Recruiting
Scholarships
Other product / service
No product or service used/purchased
9%
4%
23%
21%
20%
23%
18%
32%
13%
9%
18%
12%
AEI total sample
all associations
Benchmark GEI
(mature markets)
5+ products
4 products
3 products
2 products
1 product
0 products
Average:
3.1
Average:
2.7

28. 28American Engagement Index 2017
RELEVANT PRODUCT EXPERIENCE STRONGLY DETERMINES
RELATIONSHIP QUALITY
Base: n= 3881 // 395 / 756 / 780 / 689 / 496 / 765 // 131 / 708 / 755 / 1068 / 283 / 396 Index ranges from -50 to +150
Very strong
Relationship
(Index: 125 – 150)
Weak Relationship
(Index: 25 – 74)
Moderate
Relationship
(Index: 75 – 99)
Strong Relationship
(Index: 100 – 124)
Very weak
Relationship
(Index: -50 – 24)
Number of products / services used in past 18 months
75
44
64
73
80 83
96
25
50
75
100
125
Total Sample
AEI
0 products 1 product 2 products 3 products 4 products 5+ products
51
81
63
Benchmark GEI
mature markets:
83
85
93
IEEE
2.6
ASIS
3.6

29. 29American Engagement Index 2017
YET, ENGAGEMENT DECREASES WITH MEMBERSHIP TENURE
Base: n= 3881 // 445 / 426 / 487 / 1408 // 8580 / 3341 Index ranges from -50 to +150
Very strong
Relationship
(Index: 125 – 150)
Weak Relationship
(Index: 25 – 74)
Moderate
Relationship
(Index: 75 – 99)
Strong Relationship
(Index: 100 – 124)
Very weak
Relationship
(Index: -50 – 24)
GEI
Comparison with Benchmarks
75
82
78 77
73
86
78
25
50
75
100
125
Total Sample
AEI
Up to 2 years 3-5 years 6-10 years 11 years and
more
GEI Total
Sample
GEI Mature
Markets
Duration of membership
AEI

30. 30American Engagement Index 2017
… AND PRODUCT USAGE PATTERNS CHANGE
Question: B.3 And which products or services from ASSOCIATION have you used within the last 18 months? (Multiple responses possible)
Base: n = 445 / 426 / 487 / 1407 // 445 / 426 / 487 / 1408
5%
22%
33%
26%
36%
38%
20%19%
32%
0%
10%
20%
30%
40%
50%
Up to 2 years 3-5 years 6-10 years 11 years and more
Instructor led (face to face) training
Annual meetings & (regional / local)
conferences
Standards, codes or professional guidance
and good practices
Certifications or accreditations
Association Journal(s) or other publications
that are peer-reviewed (Print or Digital)
Product usage and duration of membership
MEMBERS
Average Number
of Products:
2.8 3.2 3.4 3.0
Certifications or accreditations
Standards, codes or professional guidance
and good practices
Annual meetings & (regional / local)
conferences
Instructor led (face to face) training
Association Journal(s) or other publications
that are peer-reviewed (Print or Digital)
Customers consume products
like new members

31. 31American Engagement Index 2017
MOTIVES FOR MEMBERSHIP CHANGE OVER TIME
Question: E.17 Which of the following qualities are most relevant to you when thinking about your membership in ASSOCIATION? (Multiple responses possible)
Question: E.18 What are the leading motivational factors that convinced you to join ASSOCIATION? (Multiple responses possible)
Base: n = 220 / 210 / 237 / 705 // 221 / 213 / 249 / 700
9%
4%
31%
20%
23%
13%
0%
10%
20%
30%
40%
50%
Up to 2 years 3-5 years 6-10 years 11 years and more
Possibility to improve bottom line results in my
business
Opportunities for education and innovation
among industry professionals
Opportunities to develop leadership skills or
contribute to my profession or industry
Requirement to hold association certification /
credentials
42%
18%
37%
25%
0%
10%
20%
30%
40%
50%
Up to 2 years 3-5 years 6-10 years 11 years and more
To obtain a certification
To make me more valuable to my employer
Most relevant qualities for membership
Leading motivational factors to join
MEMBERS
Opportunities for education and innovation
among industry professionals
Opportunities to develop leadership skills or
contribute to my profession or industry
Requirement to hold association certification /
credentials
Possibility to improve bottom line results in my
business
To obtain a certification
To make me more valuable to my employer

32. 32American Engagement Index 2017
...WHEREAS THE IMPORTANCE OF BELONGING TO
COMMUNITY SIGNIFICANTLY INCREASES OVER TIME
Question: E.17 Which of the following qualities are most relevant to you when thinking about your membership in ASSOCIATION? (Multiple responses possible)
Question: E.18 What are the leading motivational factors that convinced you to join ASSOCIATION? (Multiple responses possible)
Base: n = 220 / 210 / 237 / 705 // 221 / 213 / 249 / 700
21%
36%
14%
24%
0%
10%
20%
30%
40%
50%
Up to 2 years 3-5 years 6-10 years 11 years and more
A relevant source for standards and codes
Represents my profession to the world at large
7%
14%16%
21%
21% 26%
20%
37%
0%
10%
20%
30%
40%
50%
Up to 2 years 3-5 years 6-10 years 11 years and more
To support the association’s mission or reason
for being
To contribute knowledge or content in my field
Networking opportunities
Be part of a community of like-minded
professionals/organizations
Most relevant qualities for membership
Leading motivational factors to join
MEMBERS
Networking opportunities
Be part of a community of like-minded
professionals/organizations
To contribute knowledge or content in my field
To support the association’s mission or reason
for being
A relevant source for standards and codes
Represents my profession to the world at large

33. 33American Engagement Index 2017
83%
29%
17%
14%
8%
7%
7%
5%
2%
66%
11%
56%
36%
13%
12%
11%
10%
7%
6%
5%
4%
3%
3%
39%
22%
USA MEMBERS PREFER WEBSITE & EMAIL
Question: Question G.23 What is the most useful source for you to get an understanding of the membership benefits / product and services of ...? What is the most useful source for you to get an
understanding of the product and services portfolio of ...? | Question G.26 Which of the following communication channels would you prefer to receive information from ...? | Base: n= 3129 / 3111
Most useful source to get an
understanding of the membership benefits
Email
Website of Association
Newsletter
Direct Mail
Tablet / smartphone App
Social Media
Personal exchange with association /
chapter or section representatives
Online community
(Mobile) Phone (Call, SMS,)
Association website
Email
Internet in general
Conferences
Direct Mail
Membership brochure
Article(s) in a newspaper / publication
Colleagues / friends
Other member(s)
Customer service representative(s) of ...
Social media
Video
Preferred communication channel
to receive information
CHANNEL PREFERENCES - MEMBERS
Top 3 choices accumulated
First choice
Reading example: Overall 56% of
members mention the association
website among their top 3
channels. 39% of them select this
first (being more important)
Top 3 choices accumulated
First choice

34. 34American Engagement Index 2017
TAKEAWAYS FROM AEI?
CONTRASTS WITH GEI?

35. 35American Engagement Index 2017
SECOND EDITION OF GEI - COMING IN Q1/2018
The GLOBAL ENGAGEMENT INDEX has established itself as a key benchmark for international
associations to measure their member and customer relationship strength and engagement…

36. 36American Engagement Index 2017
SECOND EDITION OF GEI – LESSONS LEARNED
Engagement Typology
... indicates that relationships must improve to increase engagement & ROI…

37. 37American Engagement Index 2017
SECOND EDITION OF GEI – ACTIONABLE INSIGHTS
... and provides insights that go far beyond benchmarking, in order for stakeholders to make
the right decisions based on facts.

38. 38American Engagement Index 2017
Association Partner Feedback from GEI2016
“The GEI recommended a more individualized focus on marketing our certification. In the future, we will be
pushing more of a communications campaign especially in target markets. GEI served as a prompt to think about
localizing delivery—an essential step in building loyalty among members and customers. GEI findings revealed a
strong interest among customers in journals and newsletters rather than in education, which has prompted
rethinking how those products are highlighted.”
“I think our conversations to date have been really, ‘We need to be making sure we’re pushing our online content,
because that’s already there and available. We might have done better seeing what we could do, getting our
journals in their hands instead. We really need to do a better job of teaching our volunteers how to communicate
our value proposition, and, of course, localizing our value proposition in turn, which is something we really
haven’t done. I think that the data from the Index is going to help us do that a little bit better in terms of our
messaging.”
Jennifer R. Young
Director, International Operations
American Society for Clinical Pathology
“The GEI was a reminder that engagement is a critical part of a product. Though ASQ performed very well in the
Index, with a Relationship Index of 93, we still see an opportunity to deepen relationships. There is really so
much that we can do in terms of strategizing, having more focused interactions and more focus on the user
experience, rather than so much on the product than we do right now. I think there’s really a lot to do.”
Renata L. Lerch
Deputy Managing Director
ASQ Global

39. 39American Engagement Index 2017
“The GEI provided an opportunity to steer our global efforts more strategically, rather than responding to member
concerns on a case-by-case basis. NACE International is looking at ways to improve its customer service, for
instance. We need to work on stronger customer service in those regions, more local presence in the time zone.
Most of our call centers are based out of the US, but we want to make sure that we address that and make sure
that as we grow those customers there we can meet their needs and serve them accordingly.”
Nate Lavigne
Senior Manager, Information Technology
NACE International
Participants in the GEI are now looking at ways to intensify that deep customer focus. CHEST is considering
international gatherings that are more intimate 200-300-person events, rather than larger, 2,000-person ones.
We think there’s an opportunity to show greater member/customer focus through a more intimate regional
approach to those conferences and have them travel so we can do several in a given year, versus putting all our
effort into one big thing in one location.
Sue Reimbold
Senior VP, Marketing and Communications
American College of Chest Physicians
Association Partner Feedback from GEI2016

40. 40American Engagement Index 2017
Global Engagement Index
– Public Findings Report 2016
– Infographic
American Engagement Index
– Public Findings Report 2017 (to be released in early December)
Peter Turner
+1.571.275.1516
peter.turner@mci-group.com
FOR MORE INFORMATION