I’ll admit, I was a bit late to the podcast craze. But, since season one of “Serial,” I’m officially hooked. “True Crime”? I’ve heard them all. “S-Town”? I listened to the entire series recently during a weekend. “This American Life”? A road trip is incomplete without it.
According to the folks at Edison Research, more than 112 million Americans have listened to a podcast, up 11 percent from 2016. It’s no surprise then that our friends at Tagoras have their own weekly Leading Learning podcast. It’s produced specifically for learning business leaders to uncover actionable insights in the professional education space.
We were lucky enough to participate in a recent podcast sharing the results of Community Brands’ Member Loyalty Study. Our bona fide member experience expert and director of product marketing, Amanda Myers, explored the latest research on member loyalty, the subtleties between member engagement and satisfaction, generational learning program preferences, and much more in a conversation with Tagoras co-founder Celisa Steele.
A particularly salient point centered on loyalty segments comprised of Super Members, Rank-and-File and Value Seekers, and specifically what those segments expect as members of an organization.
For example, a highly-engaged Super Member is more likely to want frequent communication than a Value Seeker who prefers less. They also prize what an organization does for the profession over personal benefits.
In contrast, Value Seekers want tangible benefits, such as certifications, and they won’t stand for boring content. (You will hear about it, and worse, they may leave with their training dollars.)
Understanding these segments is critical in terms of strategic planning. As such, Myers recommends loyalty metrics—such as satisfaction, likeliness to renew, how connected members are feeling, and their likelihood to recommend their association—be added to any existing member and learner profiles.
Want to learn more? Have a listen.