January 3, 2009

A Cool New Program to Provide Value to Customers... (Learning from the Corporate World)

We association-folk always talk about providing value to our members, and what people value in these tough economic times are both piece of mind and stability, whether from their associations or the companies from which they buy goods. These two little-mentioned aspects of the psyche of our members should be something that all of our associations understand, and are always working to address in our efforts.

Perhaps we can learn something from the corporate world...

I recently learned about an innovative program that Hyundai, the Korean automaker, has instituted to help American car buyers during these tough economic times called Hyundai Assurance. Essentially, it is a program that allows Hyundai buyers who for some reason are unable to make their payments within a year after buying the car to return it with no obligation. There are some restrictions, but all in all, they make complete sense, and provide the buyers with the piece of mind they desperately want as they contemplate a purchase like this.

That's innovation, and just might allow the company to gain some market share because they are giving their potential buyers what they value - piece of mind in these trying economic times.

How can we look at this innovative program to help provide piece of mind to our members as they struggle economically to fulfill their membership payment obligations in this downturn?

Are there any good ideas/programs out there in the association world that addresses the piece of mind aspect of providing value to members in these difficult times?

No comments: