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Marketing is only as good as your operations: How the AAOS transformed its internal processes to improve the customer experience and increase member retention
Journal of Brand Strategy,
12
(2),
155-173
(2023)
Abstract
No matter how efficient, professional or creatively pleasing your marketing tactics are, if your company does not have the user experience fine-tuned on the back end of your business (operations), your customer experience could be flawed. American Academy of Orthopaedic Surgeons (AAOS) transformed its internal processes and operations and polled its members to improve the customer experience and increase member retention by focusing on each of the important points of contact throughout the customer journey. This paper shares important takeaways, methods and results from this overhaul and serves as a template of how your business might be able to emulate this type of success too.
Keywords: member journey; customer personas; marketing analytics; user experience; UX/UI; barriers to entry; customer retention; customer acquisition
The full article is available to subscribers to the journal.
Author's Biography
Amber P. Simpson Amber Simpson has over 14 years of marketing experience. She specialises in brand strategy, customer journey and persona development, paid and organic social media, content creation and digital analytics and is currently the Director of Member Experience at the American Academy of Orthopaedic Surgeons (AAOS). Recognised in the 2021 Class of ‘40 under Forty’ recipients for Association Forum, Amber holds a Certificate in Nonprofit Management from Northwestern’s Kellogg School of Management and a BA in Sociology from the University of Vermont.
Anthony Priore Anthony (Tony) Priore leads the marketing, communication and membership functions for the American Academy of Orthopaedic Surgeons (AAOS), overseeing marketing strategy, planning and programme implementation for all products and services related to member acquisition, retention and engagement, and promotion of educational programmes, events, AAOS’ clinical registries and quality and advocacy efforts. His responsibilities also include oversight of AAOS professional (non-clinical) publications, market research and digital marketing/website strategy. Mr Priore is a career marketing practitioner with over 30 years of executive-level experience, including digital marketing, brand strategy, direct marketing, public relations, social media, market research and product/business development. He has held numerous senior roles with expertise across many areas of marketing and communications and excels in managing cross-functional teams, ensuring alignment and cooperation across departments, and creating enthusiastic and highly successful work environments.
