Unless your association is brand new, at some point it’s probably had to incur the wrath of members upset over a dues increase. Customer service expert Ross Shafer would likely attribute their unwillingness to pay more to a lack of love. Says Shafer, “If your customers love you, they will give you more money.” While “love” may not be a concept many associations consider, Shafer suggests strongly that it should be for the following reasons:

1. Humans have only one emotional barometer. Organizations of all types make the mistake of thinking their customers, clients or members are only in a business relationship with them. “Customers,” says Shafer, “expect a human relationship because they can’t tell the difference. Customers respond to bad service with the same hurt and emotional triggers they experience in a bad personal relationship.”

2. Loving you means members can stop dating others. According to Shafer, reluctant customers often experiment with several companies before settling on a favorite. Says Shafer, “You want to be the place they ‘settle.’ Because, when customers finally find a shop, service or product they love, what it means to them is that they can stop ‘dating’ others and commit to you.”

3. The love can be quantified. Shafer tells the story of a money-losing grocery store whose owner decided to see what he could do to keep the business operating. “He turned to his customers and did something radical,” says Shafer. “He started loving the customers. He would stand at the front door and say hello to everyone.” Within nine months, the store had increased its revenues sixfold.

As corny as it sounds, it may be worthwhile to consider ways to make your members love your association. You may soon have members who are much more likely to renew their memberships even if the dues are going up. Shafer’s latest book, “The Customer Shouts Back,” is available at our online bookstore at www.AssociationNews.com. For more information on Shafer and his Customer Empathy Institute, please visit www.RossShafer.com.

Have you taken steps to increase your members’ love for your association? Please comment on this post (including your name, title and organization) to share your experience with your colleagues at other organizations.

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