Marketing is only as good as your operations: How the AAOS transformed its internal processes to improve the customer experience and increase member retention

Amber P. Simpson and Anthony Priore
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Amber P. Simpson: American Academy of Orthopaedic Surgeons (AAOS), USA
Anthony Priore: American Academy of Orthopaedic Surgeons (AAOS), USA

Journal of Brand Strategy, 2023, vol. 12, issue 2, 155-173

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 (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2023
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