BMW CCA Strategic Thinking


June 11, 2013 by Brian Ghidinelli

BMW CCA, photo courtesy of BMWCCA.orgI'm a huge proponent of learning from others. Knowing what everyone else is doing, either from a competitive or a collaborative viewpoint, is a big advantage when it comes time to make your own plans.

The BMW Car Club of America has some very smart leadership. They are one of the very biggest marque car clubs in the United States with more than 73,000 members. In March they published the results of a Q4 2010 survey and a leadership caucus held in their North Central region as part of their board meeting minutes.

While many of their issues will be unique unto themselves, there are some survey result disparities between new and existing members and existing and lapsed members that I found interesting. I thought that many chapters or regions of larger organizations would benefit from thinking about the leadership slide deck and how it applies to their local operation.

I hear many local leaders lament that the National organization doesn't do more to recruit and retain members but it is the foot soldier on the ground of the local organization that is responsible for the member experience. It's one thing to get people in the door but most clubs suffer with high churn indicating that we either don't position our value well or that we do a poor job of delivering on the position.

Most of the questions asked by the BMW CCA are relevant to any car club. Try asking a few of them yourself.

BMW CCA Q4 2010 Membership Survey Results (pgs 47-56)
BMW CCA North Central Caucus slide deck (pgs 29-44)

Topics: Customers

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