Change is hard, especially in the Membership Economy. Members prefer incremental constant change to big reveals. Anytime that you unveil something with jazz hands (see above) and a loud "ta da!" you run a risk that your members will reconsider their relationship with you, and potentially cancel.
One member of the Lab is currently working their way to an especially tricky transition. This organization has always had a membership model, but mostly featured product and event sales–books, DVDs, conventions, courses…and now, for all kinds of reasons, they are moving both to an access model (members can see all the content for as long as they're active, paid members) and to delivering all of their content digitally through the internet.
While there's evidence of new people embracing the model and joining, and while some current customers love the new model, many longtime members are frustrated.
They say things like this:
" I am enjoying the new Club set up and content, however I always liked getting the monthly DVD’s and magazines. Frequently I would pull out older issues and review segments or reread articles. Now if technology fails or if one can no longer afford the expense of belonging (and it is expensive), there is nothing left. The site is gone to you and you can’t even review the information you already paid for."
Sometimes a "big reveal" is hard to avoid…you are making a massive change in delivery or content structure. You just have to rip off the bandaid and deal with the short term challenge of frustrated (and often vocal). Maybe you can't afford running two different models at the same time, or maybe you are comfortable with losing certain (unprofitable, unhappy) customers.
But many organizations have found that a more gradual transition, often with side-by-side options, can work well, especially if you begin early. This is what Netflix did, moving from DVDs to streaming, as well as Intuit with their boxed software and QuickbooksOnline being sold concurrently.
How about your organizations? Have any of you had to deal with the challenge of transitioning to a new model as you engage more fully in the Membership Economy?
(Photo Attribution: Toasterb at en.wikipedia)
