Mastering the Membership Maze with Glen Gould
Many are beginning to notice a trend into the next "economy". No, it's not the health care economy or the government bail-out economy. This trend is far more powerful than any of those so-called "new economies" and you'll need to know what to do if you want to capitalize and win.
This powerful new economy has consumers engaging in a new way that will change everything about your product and service. First there was the consumer economy. In this economy, people purchased products and services and consumed them. Later consumers graduated into what many called the experience economy. In this trend, consumers were no longer satisfied with consuming a product or service, they wanted to experience it as well.
For many years we've been hearing of the relationship economy. But the relationship economy has been around since the conception of commerce. In nearly every commercial transaction, a degree of trust is required. Of course the strongest relationships develop when repeat purchases happen between buyers and sellers with satisfactory results.
But now we're entering a new era. No longer do we rely solely on the relationship we have with the seller or buyer. And loyalty is becoming a thing of the past. All one must do is log on to Google and you'll find thousands of vendors offering deep discounts and other benefits to lure you into a relationship with them.
Now we're beginning to see the "creation experience" economy. Consumers now are demanding products and services at the lowest possible cost and they want to have a hand in creating the experience they will encounter when consuming or using what they've purchased.
Consider the IPhone. There are nearly 90,000 "apps" for the IPhone. Each app is an opportunity for you to create the experience you will have with your IPhone. Your IPhone is fundamentally different from mine, but together we share a commonality with all other IPhone users that is fundamentally different from Blackberry users. To take this to the logical end, together with the Blackberry and other smart phone users, we create another unique experience.
Facebook provides each person the opportunity to create their own experience and when shared, their own community. Facebook is wildly popular because it offers each of us the opportunity to engage in the "creation experience".
And of course this publication does the same. Each subscriber is given options to create the consumption experience he or she wants.
If you intend to be in business for any length of time in this economy, you must begin today developing ways your consumer can create their own experience. You simply cannot afford to ignore the signs and trends. Your chamber should be engaging you in new ways. You can capitalize on this trend by offering to serve your chamber by developing and supporting programs that give the members the opportunity to create their own experience.
Begin talking with fellow members and chamber staff about new ways to engage groups of members. You will certainly benefit from being the leader of this new economy in your chamber of commerce.
Glen Gould
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