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Aug 04 2017

MCI Education @ ASAE Toronto

If you are travelling to ASAE next week, be sure to check out the following sessions which all take place at the MTCC – South Building.

 

Build Medical Education in China: Strategy and ROI

Monday, August 14, 2017 9:00 AM – 10:00 AM

Room: 717AB

Medical education and international exchanges is a long-standing collaboration between the US and Chinese associations. US associations are seeking to better define their impact in China beyond annual visits for scientific exchanges. Society of Critical Care Medicine (SCCM) has redefined their engagement strategy. In this session, David J. Martin, CEO, SCCM will be interviewed to help us better understand the realities of structured medical education in China, the stakeholder landscape, building recognition and buy-in, and updates and implementation of NGO law.

Speakers

Florence Chua, Director Association Management and Consulting, MCI Group
David Martin, CEO/ Exec Vice Pres, Society of Critical Care Medicine

 

 

Doing Business in the Middle East – Cultural Do’s and Don’ts

 Monday, August 14, 2017    330-400pm

Global Solutions Lounge 

Learning Objectives:     

  1. Understand business culture in the UAE and the Middle East region

  2. Gain an understanding of correct etiquette and  the do’s and don’ts in a business environment

  3. How to establish a long-term business partnerships with your local partners

  4. Facts and successful business models of doing business in the region

Moderator: Ajay Bhojwani, Managing Director, MCI Middle East

Session Presenters:

  • Steen Jakobsen, Steering Committee Member, Dubai Association Centre

  • Rami Muhanna, Licensing & Relationship Management, Dubai Association Centre

 

 

 

Aug 04 2017

Benchmarking Member & Customer Relationship Strength -Keys to Sustaining Engagement ROI

Last week I had the pleasure of attending the latest CESSE Annual Meeting in Quebec City. Kudos to organizers for a very good educational event and to the supplier community of Quebec and Canada for an excellent immersive customer experience. If you haven’t had a chance to go to Quebec City – you are missing something special.

I was invited to moderate a panel discussion on the results from MCI’s Engagement Index Collaborative which includes data from the global (non-US) 2016 and domestic US 2017 study. Joining me on the program was Michael Gips from ASIS International and Patrick Gouhin, CAE, from the International Society of Automation. Sadly, we missed having Marc Beebe from IEEE (who the airline gods didn’t spare).

Our session was also about engagement but of a different kind, namely the interconnection between member and non-member relationship strength and its impact on retention and product sales. Results from this year’s American Engagement Index (AEI) focused for the first time on the US domestic market for ten large professional societies.

This Engagement Index community is a collaboration between MCI and its research partner FairControl and these US associations as we seek to address fundamental challenges facing sustainable growth today both globally and domestically through better data driven decision making. Both the global (GEI) and US (AEI) indexes seek answers from association members and customers on the underlying causes of stagnating/decreasing membership, flight to competitors, and higher member expectations & unmet needs.

Pat, Michael and I shared the following highlights from the AEI data released only in the last two weeks.

  1. Member and customer relationship strength is borderline weak in the US market. Compared to data from outside the US in 2016, this trend is actually consistent in that “mature markets” like Europe, Australia/NZ, Hong Kong, Japan or South Korea were only slightly higher scores (75 versus 78).
  2. Another trend that mirrors results from GEI was the impact of the “member only” segment or those who are members but do not use or buy products. Members who do not buy or use products have a significantly lower relationship strength and are a primary “detractor” among the membership whose likelihood to renew is very poor. They score the worst across all driver measures: brand awareness, benefits/value, offering, customer service, products and services, and communications and information. Conversely, we learned that the more products a member or non member customer uses or buys, the stronger the relationship and engagement level.
  3. Among US members, the older and more educated the member the less engaged they are. Their interests become less intense for core product offerings, but as they gain tenure, they are more interested in becoming involved in the association’s community.
  4. Products that are the most popular in the US are magazines, standards/codes/good practices, and peer review journals. When looking at a segmentation of the audience, newer US members act like non member customers – they want certification and practical training. Globally, the leader by a magnitude order of difference is certification/accreditation.
  5. In 2016, we introduced a customer relationship typology that groups members and customers by relationship strength to understand engagement fundamentals to improve activation strategies. In 2017, we learned that among US members, the highest concentration of the very weakest and the very strongest relationships are among longer tenured members.

To view the entire deck of charts go here.

Aug 04 2017

Strategically Evaluating Your Association’s Global Readiness and Effectiveness

ASAE Education Session on Monday, August 14, from 2:00 PM – 3:30 PM.

Join Greta Kotler of ASAE and Nikki Walker of MCI Group for the unveiling of an exciting new global management diagnostic tool that associations will be able to use to improve strategy and operational planning.  

International expansion is an increasingly important issue to associations, the needs of members for their associations to help them embrace globalization, and opportunities to reach new markets and revenue sources outside the U.S.   International success requires global maturity in strategy and operational execution to expand and thrive.

To address this reality, ASAE Foundation and MCI, along with technical support from Rockbridge Associates, developed a scientific Global Maturity Assessment Tool that associations can use to assess their own level of maturity, diagnose areas for improvement, and in the process, garner insights on how to succeed when deploying in international markets.

This effort builds on earlier data gathered by the Foundation and MCI, and relies on a robust survey of 90 senior leaders from associations in various stages of international growth.

One outcome of this effort is the assessment tool, available to ASAE members, that includes a comprehensive list of 47 attributes on which leaders can rate their associations.  These attributes are found from seven critical areas of focus:

  • Strategic and Business Planning

  • Management and Organizational Culture

  • Leadership Engagement

  • Market Insight

  • Product Relevance: Value Proposition and Engagement Model

  • Global Organization, Roles and Support

  • Local Operations and Service Delivery Capacity

Another outcome consists of the findings of the benchmark survey, which tells a story about the state of U.S. associations in their international efforts.

  • The average level of association global maturity is 44 out of 100, which equates to being in the early stage of Developing/Functional.  As shown in the figure above, slightly more than a fourth (27%) of associations are Fully Mature/Effective and another quarter (24%) are Developing/Functional.  Only 14 percent are classified as having “No Readiness,” indicating they are at the onset of international expansion or have failed to take the steps necessary to succeed.

  • The maturity level matters because it correlates closely with other measures of success.  More mature associations (based on the assessment questions in the survey) have:  more satisfied international members/customers, higher satisfaction among leadership with their success in operating/entering international markets, growth rates that are more likely to meet or exceed expectations, and fewer problems.

Learn behaviors and processes that lead to global success and advance association goals, and gain access and insights into the self-diagnostic tool that rates overall global maturity and shows areas for improvement.

Work with colleagues in an interactive exercise to generate fresh thinking toward improving global strategy and operational planning.

This is a project from the continuing Global Management Series by the ASAE Foundation and MCI Group dedicated to helping associations grow globally and operate effectively outside of the U.S.

Receive information on the Global Maturity Assessment by stopping by the MCI booth #724 during the Toronto convention.