On behalf of the Australasian Society of Association Executives (AuSAE), I am delighted to invite you to MX, a one day Member Experience Event at the Melbourne Convention and Exhibition Centre on Monday 25 November.

The consumer landscape has fundamentally shifted. Technology has and will continue to change the way we live, work and playMembers demand of their associations the same level of customer experience as they do from the other service providers in their life. They want services that are delivered on demand, flexible, frictionless and personal. 

In this rapidly evolving world of customer experience, how do membership organisations evolve and adapt to integrate the concept of Member Experience (MX) into our current structures?  What fundamentals do we have right? What needs to change?

I invite you to join us and hear from leading industry experts as we explore learnings from those who have commenced this journey, how using new technology can enhance membership outcomes and how using CX strategy can help us understand what members really want from their association.

You will have the opportunity to meet and interact with peers and colleagues to share and discuss your challenges and experiences.

AuSAE would like to thank our Venue Partner, the Melbourne Convention and Exhibition Centre for supporting the inaugural MX Event.

Warm Regards

Toni Brearley, CEO, AuSAE

Monday 25 November 2019


Registration and Morning Coffee


MX Opening and Welcome Session


KEYNOTE: Robbie Kellman Baxter

The Membership Economy: A Silicon Valley Guide to Engagement, Loyalty and Optimal Revenue (via video link)

Companies like LinkedIn, Amazon and Salesforce have created forever transactions with their customers by incorporating subscription pricing and community connections into their business models. As a result, consumer expectations about what membership means have changed dramatically. What can your organization do to leverage this massive transformation to engage customers, build loyalty and establish predictable revenue? What lessons can be learned from for-profit membership models? How can you optimize pricing, including use of subscriptions, free trials and freemium offerings to expand engagement? In this interactive session, we’ll focus on how to structure offerings (both online and offline) that will appeal to long-time members and prospects alike.



Using Design thinking and CX principals to re-imagine your association - Jude Walta & Stephen Luke,  Revium

Corporate organisations in Australia have been investing more and more into Customer Experience (CX) over the last half a decade – Which makes sense when you operate in a competitive landscape. So why is it important for Membership Organisations to sit up and pay attention? How are the biggest and best brands in Australia and worldwide affecting how our members see us and perceive value, and in a landscape of limited to no competition, why should we care?

We’ll explore what Member Experience (MX) is and the value of Human Centred Design for membership organisations in driving greater brand experiences and organisational efficiencies. For those of you already sold on the idea of CX (or MX) we will take the discussion a step further and share practical advice on gaining organisational buy-in and delivering cost-effective improvement for your members.


Morning Tea and Networking

11.45- 1.30pm

Association Case Studies: Enhancing Member Experience through services re-design.

Ariel Tate,  Marketing & Communications Manager, Australian Chiropractic Association - How an association Podcast can increase member engagement

Matthew Connor, General Manager Membership & Marketing, Australian Dental Association - Using AI to drive the content members want directly to their inbox.

Chris Walton, CEO, Professionals Australia - How automation can support the member journey - and bring non-members into the fold!

Association Case Studies: Starting the MX Journey - sharing learnings, celebrating success

Jen Shailer, Customer Experience Manager,  Australian Red Cross - Establishing the first CX team and CX strategy for the Australian Red Cross

Paula Rowntree,  Head of Events and Experience, Royal Australian College of General Practitioners (RACGP) - Mapping  your the member journeys

Rachael Fisher, Member Experience, Recruitment Consulting and Staffing Association (RCSA) - Leading and shaping the member experience to drive results


Lunch and Networking 


MX Roundtables -Something to ask or something to share? Gather with your colleagues for facilitated conversations on your topics of your choice.  


Quick Break and Refreshments


Amy Jacobson, Emotional Intelligence and Human Behaviour Specialist, Finding your Y
The Importance of Emotional Intelligence in and AI world
In a world where the workforce is being constantly redesigned by automation and robotics, and the virtual world is the new office, EI will set you and your teams apart from what a machine can do. Customers want efficiency from technology but they still want the human factor to understand them.

It’s about complimenting technologies weakness with Emotional Intelligence. Amy will share with you how to grow your EI while you innovate, the importance of understanding your customers EI needs and how to succeed in a virtual world.


MX Concludes 

Networking happy hour sponsored by Higher Logic


Master of Ceremonies Craig Johns, CEO and Founder NRG2Perform, Speaker, Consultant, Coach, Podcaster

Craig is an experienced international speaker, MC, event organiser and has been involved in membership organisations for the past 25 years. Born in New Zealand, Craig has directed and organised over 300 events and workshops in the membership, leadership, corporate and sport arenas. Living in 5 countries, Craig has held senior executive and CEO roles at Thanyapura, Taipei American School and Triathlon ACT, and is the founder of NRG2Perform. He is also the host of the active CEO Podcast, founder and leader of Speakers Tribe ACT, high performance consultant, and is currently authoring Breaking The CEO Code and the OWN 8 Influence series. After being hospitalised three times with stress related heart problems and burnout, which included flat-lining in the emergency room, Craig realised that he needed to be more than a leader of high performance and become a high performing leader. He has now transferred those strategies into working with CEO’s, organisations, coaches and leaders from some of the world's leading companies including Nestle, P&G, K-Swiss, AIG, Boyden and Nike.Craig is passionate about building thriving membership communities, delivering engaging and entertaining events, and loves helping people improve their knowledge, transform their lives and lead an active healthy lifestyle. In a past life, he was known as the Wildman of Triathlon in Asia and once starred on a Taiwan drama.

Opening Keynote Speaker - Robbie Kellman Baxter, Strategy Consultant and Author

Robbie Kellman Baxter is the founder of Peninsula Strategies LLC, a management consulting firm, as well as the author of the bestselling The Membership Economy: Find Your Superusers, Master the Forever Transaction & Build Recurring Revenue.  Her forthcoming book The Forever Transaction will be released by McGraw Hill in spring of 2020. She coined the popular business term “Membership Economy", which is now being used by organizations and journalists around the country and beyond. Her clients have included large organizations like Netflix, the National Restaurant Association and Stuff NZ, as well as dozens of smaller venture-backed companies. Over the course of her career, Robbie has worked in or consulted to clients in more than twenty industries. Before starting Peninsula Strategies in 2001, Robbie served as a New York City Urban Fellow, a consultant at Booz Allen & Hamilton, and a Silicon Valley product marketer.  Robbie has been quoted or interviewed by dozens of media outlets, including CNN, NBC, and NPR. As a public speaker, Robbie has presented to thousands of people in corporations, associations, and universities. She has an AB from Harvard College and an MBA from the Stanford Graduate School of Business.

Closing Keynote Speaker - Amy Jacobson, Emotional Intelligence Specialist, Finding your Y

Amy has over 15 years’ experience working with businesses and career minded people to transform teams to achieve outstanding results, ignite passion, develop strengths and use EI to create a clear career path to high performance and success. Amy is an Internationally recognised Practitioner of NLP (Neuro-Linguistic Programming) and Time Line Therapy, a member of the ICF (International Coaching Federation) and a Certified Level 2 Advanced Coach. Amy also holds Associate Diploma’s in Management and Financial Services (Financial Planning) to name a few. Amy has a burning passion and drive to see people reach their full potential, embrace their strengths and find their ‘y’.

Plenary Speakers - Stephen Luke & Jude Walta, Revium

Stephen Luke

Stephen is a Customer Experience Designer at Revium, a Digital Consultancy in Melbourne. For the past decade he has been working with some of Australia’s biggest brands to re-imagine and re-engineer customer, brand and employee experience. A passionate advocate for the customer, well known for challenging assumptions in the boardroom and championing tangible customer research and validation. Stephen believes only by admitting that we don’t know everything about our customer can we begin to create meaningful and innovative customer connections.

Jude Walta

Jude is a Customer Experience Designer at Revium, a Digital Consultancy in Melbourne. She is a Human Centred Designer passionate about helping organisations grow and innovate by better understanding their customers and developing frameworks to drive meaningful customer relationships. A decade working in strategic marketing and innovation roles, an MBA and qualifications in Human Centred Design perfectly sees Jude bring a people first approach to business transformations while understanding the reality of organisational constraints.

Session Speaker - Jen Shailer, Customer Experience Manager, Australian Red Cross

Customer Experience Manager, expert in the development customer centric programs. Driver of change, and people underpinning successful and profitable operations. Creative and intuitive, background includes a rich mix of talents from digital innovation and relationship management, to operational turnarounds and business integrations. Expressive and influential in generating consensus and steering people through problem solving. Human Centred designer and a zest for transforming workplaces into models of contemporary best practice


Ariel Tate - How an association Podcast can increase member engagement

Matthew Connor - Using AI to drive the content members want directly to their inbox

Chris Walton - How automation can support the member journey - and bring non-members into the fold!

Rachael Fisher - Leading and shaping the member experience to drive results

Roundtable Topics

Amy Jacobson - The importance of Emotional Intelligence in an AI World

Modalities Quiz as referred to in session. Amy is happy to have a chat with you to assist the interpretation of your results. 

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