MCI and Faircontrol issue the 2016 Global Engagement Index for associations
Geneva, 25th August 2016. The MCI Group in collaboration with FairControl, a Germany based global market research firm, is proud to share key findings from its inaugural Global Engagement Index (GEI).
Launched in February, the GEI measures the performance, relationship strength and outcome of engagement tactics as seen through the eyes of associations’ customers and members. The 2016 edition specifically targeted the global community (customers and members based outside of the USA) of associations headquartered in the USA. More than 130,000 non-US members and customers from around the world were consulted in English, Spanish, Portuguese, Japanese, Arabic and simplified Chinese.
“The main reason for launching the Global Engagement Index was how little is understood about improving “engagement”, how little data exists on what is healthy engagement and what is not, and what precisely is needed to close the enthusiasm gap between customers/members and associations. MCI is grateful to the 15 associations who shared our desire to uncover new ways to strengthen engagement and join us on this inaugural Index”, said Nikki Walker, Vice President Global Association Management & Consulting.
The 2016 GEI provides associations with a valuable benchmark which illustrates how the global community perceives associations' value, performance and engagement efforts. It also provides an in depth analysis of what is driving relationship strength and engagement. Some of the key findings include:
- Members and customers rate highly their association’s performance in creating a wide array of products; however, they rate these same products as offering only marginal value to them personally with the exception of certifications.
- Designing and delivering marketing and sales programs matching local member and customer preferences is key - average rated associations pump out products and services globally without a focus on how they impact members and customers which affects their ability to improve engagement and hinders leads to renewal, purchases or other forms of engagement.
- Respondents overwhelmingly indicated that “word of mouth” or “referrals” from people they know and respect was the leading channel that first introduced them to the association that deliver value and support their local needs.
Under an innovative crowdfunding model, the following fifteen associations spanning across nine industry sectors and professions including engineering, healthcare, supply chain, ICT, financial management, quality assurance, facilities, automation and manufacturing, measured their member and customer views on their relationship strength: American Concrete Institute, American Institute of CPAs, APICS, American Society of Civil Engineers, American Society for Clinical Pathology, ASIS International, American Society for Quality, American College of Chest Physicians, Institute of Electrical and Electronics Engineers, International Facility Management Association, International Facility Management Association, International Society of Automation, Information Systems Audit and Control Association, Materials Research Society, NACE International, Society of Critical Care Medicine.
The GEI results were first unveiled at the Global Engagement Summit organised by MCI and FairControl in Washington DC last June, to an exclusive group of 75 executives, including 25 executives from the 15 participating associations in the GEI. MCI and FairControl look forward to sharing the results of the GEI 2016 throughout the industry and will continue to work together with associations to further study engagement, relationship strength and how to activate it. In 2017, we will launch an American domestic version (American Engagement Index) and in 2018, return with an update of the GEI to examine how associations are better activating member and customer relationships.
Please contact firstname.lastname@example.org for more information on this and future benchmark index studies and visit http://www.engagementindex.org/ to download a full a copy of Part 1 findings and Part 2 recommendations.
For any press inquiries please contact:
Group PR Manager
+31 (0)20 305 35 72
MCI is the global leader in engaging and activating audiences. Our business is founded on a simple human insight: When people come together, magic happens. This magic is called community. Since 1987 we have been bringing people together through inspiring meetings, events, congresses and association management. MCI helps organizations harness the power of community by applying our strategic engagement and activation solutions to build unforgettable online and offline experiences that foster change, inspire, educate and enhance business performance. MCI is an independently owned company with headquarters in Geneva, Switzerland and a global presence. Our 1,900 professionals in 60 cities and 31 countries work with clients across Europe, the Americas, Asia-Pacific, India, the Middle East and Africa. Find out more at www.mci-group.com.
Download the PDF