VIEWPOINT
The Association Sandwich
I recently had a meeting with some
association clients in a boardroom in their office
building. Because the meeting was going to run
most of the day, some sandwiches were delivered to the
room.
As usual, the ham sandwiches had mustard
on them. I find that annoying because I prefer them
without mustard. It turned out the host also
disliked mustard on his ham sandwiches as well.
The bread may be very good, and the ham
especially tasty. But it doesn't matter. If
it has mustard on it, I will pass on it. It turns
me off.
Of course other sandwiches are usually
included. Perhaps some good Alberta roast beef,
egg salad, or some Montreal smoked meat.
But it makes me wonder why fundamental
preferences are not addressed. If mustard is
provided on the side, then I would be happy as would the
person that likes mustard.
I call this the association sandwich
because it reflects the fixed aspect of many member
services. The bread and ham may be great, but the
addition of the mustard makes it unpalatable or
undesirable for some.
The assumption is that everybody wants
their service or program a certain way. But it may
be better to allow some customization with add-on
features than to load it up with options that members
don't want and are unwilling to pay for.
Many sandwich and sub shops provide full
choice on bread used, the main contents, as well as all
condiments. In most cases, you can decide if you want it
heated up as well.
That degree of flexibility is not always
possible or feasible with association services, however some flexibility may be
the difference between customer satisfaction and
dissatisfaction.
The core aspect of the member service or
program may be fine. What may be turning members
off is aspects of the experience or particular
product/service attributes. It may be as simple as
making one element optional.
What mustard-laced association sandwich
are you serving up? You may not know, but your
members do!
 Wayne Amundson is president of Association Xpertise
Inc., a consulting firm serving associations and
non-profits. He is also a writer and speaker on
association and non-profit management and governance,
and is editor of The Canadian Association e-zine and
co-author of the new “Primer for Directors of
Not-for-Profit Corporations” published by the Industry
Canada and three non-profit umbrella groups in Canada.
Phone: 403-374-1822 E-mail: admin@axi.ca
Website: www.axi.ca
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