What it is and why it’s vital to associations
Organizations of all shapes and sizes want to put smiles on the faces of those they serve; it’s human nature and keeps work fulfilling. But some make the mistake of focusing entirely on customer service—say, a checkout encounter at the grocery store—which is just one part of the equation.
Sure, a brief interaction can make the difference between a satisfied shopper and a disgruntled one, but the customer experience (CX) is about much more, spanning every touchpoint on the customer journey. In our example of the grocer, that includes everything from online stores and emails promoting specials to interactions with employees; whether in-store or during curbside pickup.
While associations are not in the business of fresh produce and baked goods, they absolutely must serve up an enticing member experience (MX) that addresses evolving expectations.
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