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How Organization Members Are Similar To Customers

Often I talk about members of volunteer organization as if they were customers, and customers as if they were members. As far as executive relationships are concerned these two groups are one in the same. Similarities between members and customers include:

• All are volunteers by nature,
• Participating to fill a particular desire,
• Each interaction solves a specific problem,
• Holds certain expectations of performance,
• Helps you achieve a specific objective,
• Usually pay to participate or benefit from relationship,
• Opinion shapes output of organization,
• Keeping existing individuals is vital to stability,
• Finding new individuals is vital to growth,

Aspects of community for volunteer organization applies directly to cultivating relationships with a customer base. Happy customers are always more profitable, and when they choose you, they tend to be more loyal. Organization members are different from customers but like employees in the following ways:

• They participate in the services rendered,
• Work can be delegated to them,
• Decision making within scope of organization,
• Can choose not to perform certain tasks,
• Voluntarily adhere to practice and procedure,
• Follows certain rules for receiving new members,
• Associates self with accomplishments of group,
• Adhere to certain expectation of behavior,
• Receive intangible benefit from relationship,

Most characteristics of members apply to both customers and employees. It is important to recognize most that applies to volunteers is applicable to those critical individuals that make your organization possible. How satisfied are the people involved in your success?

/ active-members | relationship-realms /

By Justin Hitt at October 27, 2003 11:56 PM  Subscribe in a reader