APHA Launches New Program to Increase Member Satisfaction
Fort Worth, TX—The American Paint Horse Association has combined several functional areas to create a MemberCare unit whose immediate aim is to make doing business with the second largest stock horse registry in the world simpler and faster. By creating a more streamlined organization, and focusing training on these MemberCare professionals, APHA will lay the groundwork for smoother registrations, transfers and show entries.
MemberCare professionals will receive more concentrated training not only on APHA rules, but also on every facet of the organization, and have the authority to act as advocates for members. “We are recasting the most knowledgeable professionals in the building as member advocates, rather than policemen,” said APHA Executive Director Billy Smith. “They’ll have the authority to escalate member concerns and conflicts directly to my office or anyone else’s office at any time. No questions asked.”
This advocate approach to service will be unique among breed registries. “Associations tend to focus on enforcing the rules. APHA’s MemberCare takes it a step further and focuses on taking care of members within the framework of the rules. I think it can become a model for the industry,” Smith said.
This improvement at APHA consolidates seven business units into one and unites additional business units for increased efficiency. It will save APHA $1 million over the next 12 months. “A smaller but more effective workforce gives us the ability to serve members better and invest in our shows and recreational initiatives,” Smith said.
In addition, APHA will revamp its marketing and publishing divisions by creating a business development unit that will be responsible for sales and exploring entrepreneurial opportunities.
“We have some very talented people at APHA who are waiting to be empowered. These efforts will position APHA to grow, prosper and take advantage of what I believe is a great future waiting to happen,” Smith said.
The principles of MemberCare focus on empowering APHA professionals to seek answers and solve problems for members immediately. “One of the tenets says that we are the host to a party every time we answer the phone,” Smith said. “We’re eliminating the obstacles that our staff has experienced in the past because of too many management layers.”
These streamlining efforts will reach directly into the Paint Horse community, improving the experience of anyone who comes in contact with the organization.
The American Paint Horse Association (APHA), the international breed registry for the American Paint Horse, headquartered in Fort Worth, Texas, celebrates its 50th anniversary in 2012. In fulfillment of its mission to collect, record and preserve pedigrees of the breed, APHA recognizes and supports 111 regional and international clubs, produces championship shows, sponsors trail rides and creates and maintains programs that increase the value of American Paint Horses and enriches members’ experiences with their horses. APHA has registered more than a million horses in 59 nations and territories since it was founded, and now serves over 58,000 active youth and adult members around the world.