This is a guest post from Mark Ten Haken, Director of Information Systems for the Greater Green Bay YMCA. In this post, Mark shares his experiences when searching and selecting a new YMCA software provider.
Guppy, SACC, AOA, MFA, Engagement, Retention, Termination, Renewal….what language is that? I bet if you show that list of terms and acronyms to somebody outside the Y, you get an entirely different set of answers than if you show them to Y staff. Yes, we at the Y speak our own language but does the software we use understand it?
When we started the process of selecting a software vendor, we developed an extensive list of functionality requirements. Can the software handle 2nd child discounts? What about 3rd party billing? Is there social media integration? Can we draft people other than the 1st and 15th of the month? Is there a simple way to print invoices? Will the software handle gift cards to our expectations? Is there a convenient way for people to join online? Can you divide your campaign into teams? Are there reports for this…are there reports for that? ….well, you get the idea. These things (and more) are all important things to consider when selecting a software vendor.
After you have put together your long list of functionality requirements. After you have developed the surveys you will distribute to staff to evaluate vendors. After you have crossed your ‘t’s and dotted your ‘i’s, there may be one final question that you should consider that may be the most important one of all; what software best speaks the Y language? At the surface this may seem insignificant or overly simplified, but after you give it some thought, the answer to the question in invaluable.
For a decade, we struggled with a piece of software that got lost in translation. What we considered a terminated membership meant something different in the software we were using. A renewal wasn’t really a renewal as we think of it. Retention was hard to measure when the system didn’t quite know how to treat a renewal or termination…an upgrade from an adult membership to a family membership? …whew!.. that really skewed the retention measurement. What about member engagement?…that might as well been Martian language to the software we were using because it didn’t understand the concept. How do we expect staff to be effective and efficient when they, and the software they are utilizing to better serve and engage members, speak two different languages?
We shouldn’t need translation between all the terms, concepts and measurements that are involved with the Y model and the software that serves us. We shouldn’t need a translator to accurately measure what the Y considers to be a terminated member, a membership renewal, or a retained member even if the member upgrades from adult to family. We shouldn’t need to compromise customer service because answers are hard to find. We shouldn’t need to bend and mold our way of doing things to fit into the confines of a piece of software that doesn’t speak our language.
We should expect our software to understand social media integration. We should expect our software to accurately measure year over year terminations and new member comparisons. We should expect the software that we use to understand MFA, SACC and AOA. We should expect our software to understand the need to quickly serve and provide answers to members either online or at our front desks. We certainly should expect our software to intimately understand and measure member engagement so we can better serve our members. We should expect our software to speak the Y language. Daxko speaks our language. What language does your software speak?