Prepare for Future
Member Needs Now
BY RUSSELL MAGNUSON
In business, one must plan for and anticipate the future — six months, a year, even five years from now. And that’s hard, especially where technology is concerned. In the past 10 years, think of the technological devices that have transformed our business — MP3 players, eReaders, smartphones, tablets, apps. They have changed how we com- municate, purchase and consume information. And we’ve only gotten started.
One constant during the past 10 years is that associations remain in the same business -– member service. But the
infrastructure and strategy to support member service are vastly different. In the age of Amazon, Facebook and Twitter, member expectations have risen to new heights. Members expect instant gratification, information on demand and
virtual opportunities to connect. Add new technologies like smartphones and tablets to the mix, and members want to
engage 24/7 — at work, home and everywhere in between.