In our most recent webinar “How to Build and Exceptional Member Experience’, association experts Jessica Bonney from Vancouver Island Construction Association and Jeff Horne from Wicket joined Arlo’s Head of Customer Experience, Jason Vincent, to share practical insights on how associations can build an exceptional member-driven experience by gaining a deeper understanding of their members.
In the webinar, Jessica and Jeff covered:
- The key pillars of an exceptional member experience
- How to harness member insights to inform business decisions
- How to build a member-driven education program that’s scalable
- Tools and technology that drive member engagement and revenue
You can watch a replay of the webinar or read on for a written recap of the key takeaways.👇
Step One: Keep Members at the Center of Your Strategy
For VICA, which serves the industrial, commercial, and institutional construction sectors on Vancouver Island and the Sunshine Coast, the first step is always understanding who the members are.
According to Jessica, VICA’s membership is wide-ranging, including contractors, project managers, owners, security providers, and insurance experts. All of these individuals share a common goal: to build and maintain thriving construction communities.
So, as Jessica notes, building an exceptional member experience begins by listening to members and using the insights you uncover to weave member experience into your strategic decision-making.
“As an association, what we want to do is really put our members at the center of everything that we do. If we’re not serving our members, then we’re not serving the industry, and we’re not doing our job as an association.”
When associations place members at the center of strategic decisions, they can ensure that every service, event, or course directly supports the members’ professional development and long-term business objectives.
Step Two: Don’t Overlook the Value of Education
In an industry as complex and rapidly evolving as construction, continual learning is non-negotiable. VICA’s educational offerings help members stay current, understand legislative changes, adopt new technologies, and hone leadership and management skills.
Jessica explains that shifting industry demographics and rapid career progression mean that members need specialized training sooner. Where professionals once spent many years in hands-on roles before moving into management, the current workforce requires leadership, project management, and specialized technical training earlier in their careers.
“Education helps people who are coming up in the industry. In today’s workforce, people can move much more quickly and change jobs more often. Our education programs help construction professionals fill the gaps they need to, and we’re here to help them continue to improve professionally.”
Also, education doesn’t just help professionals with their own professional development, but upskilling members and keeping them up to date with policy or legislative changes helps businesses with their own business objectives.
“One of the projects we work on very closely is contract-related for big contracts in construction, and anytime there’s a legislative change, we need to communicate that to our membership. Legislative changes impact everyone at some level, so we make sure we communicate these changes to all of our members, and by doing this, we help our members deliver on their own business objectives.”
Step 3: Make Sure Members Insights Are Consolidated Into a Single Source of Truth
Traditional, relationship-based interactions remain essential for any successful association. Yet, digital insights and automated data collection offer associations new ways to understand member behavior and refine offerings.
Associations often track various data points—course attendance, event participation, and survey feedback—but these must be consolidated to form a “single source of truth.” However, to be of use, this data needs to be easy to track and easy to access.
According to Jeff, many associations are overwhelmed by data silos. Instead of having valuable information stuck in separate spreadsheets, forms, and modules, associations benefit tremendously from tools that integrate data across platforms.
A member data platform like Wicket serves as a hub, connecting critical systems so you can analyze trends, segment your audience, and uncover patterns that would otherwise remain hidden.
“Many associations are probably running traditional AMS systems. At Wicket, we help forward-thinking member organizations move away from traditional AMS to more of a digital ecosystem. We lay a foundation where all your member data is in one place and integrate with other best-in-class tools.”
For VICA, integrating their membership platform with their training management system (Arlo) has transformed how they operate.
By streamlining data capture and analysis, they have reduced administrative work and gained richer, more actionable member profiles. With these integrated insights, they can spot emerging trends, adapt course offerings, and proactively address evolving member needs.
Step 4: Use Member Insights to Guide the Education You Offer
Associations that continuously measure and adapt their training programs stand the best chance of staying relevant. Jessica emphasizes the importance of using reports and feedback mechanisms to guide course catalogs.
By looking at attendance, cancellations, and waitlists, VICA can identify which courses resonate most. Surveys sent automatically after training sessions provide immediate member feedback, allowing the team to fine-tune future content and delivery formats.
“Using the tools to look at what is happening within the programs we offer is invaluable. For example, seeing what courses members choose to attend helps inform our content and delivery.”
Course experimentation becomes far more informed when backed by reliable data. If a newly introduced technical course is well attended and receives positive feedback, it’s a clear signal to offer more of that specialty.
Or if in-person sessions aren’t filling up despite expressed interest, associations can dig deeper into why and adjust accordingly. This cycle of listening, experimenting, and refining ensures that each educational offering aligns closely with what members truly value.
“In the last few years, our courses have shifted from being 100% in-person to a mixture of online and in-person delivery. However, we are still seeing a strong demand for in-person courses
Step Five: Integrate Technology for Efficiency and Growth
Time is a precious resource for both associations and their members. Automating administrative tasks—such as sending out course communications, generating certificates, and tracking attendance—frees staff to focus on high-impact activities like networking, strategic planning, and personalized outreach.
Jessica highlights that with Arlo and Wicket working together at VICA, means staff can spend more time talking with individual members about their goals, rather than on manual data entry. The result is a richer, more meaningful member experience.
“Solutions like Arlo and Wicket have allowed us to shift from a one-size-fits-all approach to a one-size-fits-one approach. I want to be able to best serve our membership, and if I’m spending a lot of time on administrative tasks, I’m not able to spend as much time doing what best serves our members, such as in-person networking.”
As Jeff explains, the ideal technology environment is an ecosystem of best-in-class tools, each excelling at a particular function, all linked to a central member data platform. This connectivity ensures associations have an accurate, dynamic understanding of their membership, leading to more strategic decisions and more tailored offerings.
“Collecting data from technology helps you build a continuous flywheel of member feedback. Knowing your members, collecting data, tailoring courses, monitoring how they’re interacting with you, and keeping these processes going over time helps you get more targeted with any of the programs you’re delivering.”
Putting It All Together
The combination of integrated data, strategic technology choices, and a steadfast focus on members as individuals is what enables associations like VICA to excel.
By leaning on robust reporting, feedback, and continuous improvement, associations can deliver courses, events, and services that resonate deeply with their audiences.
Education, advocacy, and connection are inseparable pillars of a modern association’s value proposition. When members see their needs understood, their feedback heeded, and their professional lives enriched by courses and networking opportunities, they’re more likely to stay engaged and renew their memberships year after year.
The lesson is clear: invest in understanding your members, use data to guide decisions, embrace technology that saves time and enhances accuracy, and remain adaptable.
If you can do this, you can cement your association’s reputation as a premium membership organization that continuously delivers exceptional experiences and drives meaningful impact.