Services Viability Diagnostic

The viability of the services you offer your membership is related to your organization’s ability to identify market potential, the value of your services, and your ability to adapt. Moving beyond intuition and inertia, executives can choose to discover underlying member utility that allows for the best use of resources (budget, staff effort, time) to achieve both healthy revenue and mission value. This diagnostic helps you understand your organization’s effectiveness in gathering relevant information from your market and potential market and using that for decision-making. Upon completion, you will get a score indicating your current strengths (and areas of potential development) in Market Research Analysis, Portfolio Analysis and Pricing Sensitivity.
For each of the questions, please indicate how often and effectively your organization performs the activity on a relative scale:
- “we do not do this at all” (Score of 0)
- “we do this only rarely or ineffectively” (Score of 1)
- “we do it occasionally and it has minimal impact on decisions” (Score of 2)
- “we do this regularly and its helpful” (Score of 3)
- “we do this repeatedly and it is beneficial” (Score of 4)
- “we do this often and have perfected it to improve service.” (Score of 5)
Email*
(We will use it only to contact you about your results)

Market Potentiality Awareness
Market Driven Decision-Making*
We ask for information from the market to develop our strategy and the services we choose to offer our members.
Customer Utility*
We ask potential members, those who may not have heard of us or may have decided against joining in the past, what they want from our organization.
Adjacency*
We reach out to the people our members work with (their executives and industry partners), to better understand what they want and expect from professional in our field.
Membership Analysis*
We identify relevant demographic patterns (e.g., age, education, location) about our membership.
Data Correlation*
We identify connections between how our members use our services and the demographic data we collect.
Data-Driven Marketing*
Our marketing campaigns are based around the data we’ve collected – we know what our members want and which messages work.

Service Value Awareness
Service Cost Analysis*
We have a way to measure how much we spend on programs (time and dollars spent), so that we can maximize value at the best possible cost.
Comparative Return*
Our organization has a way to comparatively evaluate/prioritize our offerings based on value in meeting our strategy and strategic plan.
Customer Value Identification*
We ask for information from potential and current members to determine the characteristics of our services that best suit their needs.
Benefit Cost Analysis*
We review the cost (time and dollars spent) and benefit (combination of strategic value and financial return) of our member services.
Return to Mission*
We eliminate services that fall below a defined target of value relative to cost.

Service Adaptability
Price Analysis*
We review our prices so that we can both sustain the organization and improve services to our members.
Price Testing*
We experiment with different price strategies across different demographic groups to see what works best and most effectively fulfills our mission.
Strategic Analysis*
We alter the design or delivery method of a member services when it does not provide strategic value.
Customer Driven Service Design*
We alter the design or delivery method of a member service when it does not provide member value.
Customer Driven Services*
We stop, change or expand programs based on the analysis of market data we collect.

Market Potentiality Awareness