Fit to serve
Nicki Anderson, president and CEO of the Naperville Area Chamber of Commerce, has a passion for customer service—something she brought with her from a previous role as owner of a personal training studio. As she explains it, customer service in the chamber of commerce profession has quite a few parallels to the her former industry.
“How many people join a chamber, pay their money and just expect magic to happen?” she asked. “It’s no different than in the health and fitness industry, when people come to a health club and expect to see results without doing anything.”
Anderson identifies as a “disrupter,” meaning she tries to experiment and do things differently than the competition. She believes that customer service in any organization is the number one differentiator that leads businesses, or in her case chambers of commerce, to stand out from the pack.
“In this profession, our customers are our members, because if they stop paying, then we don’t have a successful chamber,” she explained. “Nobody raves about average; my goal since day one has been: ‘What can we do to make our customer experience memorable enough—so they not only stay—but want to be an advocate and ambassador for us?’”
When she first arrived at the chamber, Anderson assessed the member retention data, and noticed that new members were dropping at an alarming rate. To find out why, she hired a membership engagement coordinator, who she tasked with contacting new members that declined to renew and asking them what issues caused them to leave the chamber.
“What we discovered is some new members didn’t get the direction they needed when they first joined the chamber,” she explained. “There is a small percentage of people who have a natural ability to dive in and get involved, but many of our newest arrivals felt lost and on their own without guidance.”
Another criticism from new members was the perception that the chamber was too cliquey. To correct this, Anderson began revamping the chamber’s culture, by having conversations with longtime members about becoming more welcoming to new additions.
“I told our ambassadors, ‘When you see someone that you don’t recognize, your first inclination should be to go up, extend a hand and welcome them!” she said. “Since making these changes, we’ve since noticed a dramatic shift in the way people feel a sense of belonging shortly after joining.”
Anderson cites ACCE’s Horizon Initiative: Belonging and Gathering as inspiration for the chamber’s new approach to customer service, which emphasizes the importance of making sure members feel connected to the organization, and part of a larger community.
“Retention wheels are great, but they aren’t enough; it needs to be deeper and more meaningful than just hitting the touchpoints,” she explained. “Everybody who joins an organization wants to have a purpose, and they want to feel like they’re part of something bigger.”
Want to hear more from Nicki Anderson about customer care? Watch our full webinar here.