It’s not all that different from the hope and love that we all try to shove into beautiful little packages, that all too often bring so much anticipatory joy that it can be hard for whatever is inside to live up to expectations. Yet, no matter what the outcome is, this reflecting and gathering primes us for the coming New Year. 

What is your biggest take away from this year that you will carry into next year? 

For me, the elusive ever-present challenge is communication; specifically, building understanding and two-way dialogue with members about AASPMN activities. This includes everything from making sure emails are being opened to increasing the impact of our programs for shops. To improve our communication, AASPMN is switching to a new Customer Management System (CRM). I’m sure many of you are familiar with the hope and excitement of a new Shop Management System, and the challenges of getting it to do what you are dreaming of. 

Jodi and I are quite literally packaging up all our disparate data piles to populate this new CRM in a way that increases communication potential. Let’s say for example, you have a team member who comes to the AASPMN golf event with you every year or a friend you wanted to introduce to AASPMN. Outside of chatting with them in person at golf, historically we have not included them in ongoing emails or mailings about programs that may benefit them, not even about golf for the next year. This is a big, missed opportunity. 

As we venture into the new year, the overarching goals are to bring in more new members, connect with more team members working at members’ shops and increase the ways members can connect with one another and our team. We are asking questions like: How do we grab people’s attention in a world where they are constantly being flooded with information and noise of all sorts? How do we track what is working and what isn’t? How do we make communication more personal and meaningful? How do we make it past those darn email junk filters?! 

This entire shift in communication operations and strategy is all focused on who is talking to who, when, where and how. So, in addition to increasing our overall number of contacts, there will be new ways for members to communicate with one another, as well as prospective customers and job applicants. Starting in early 2026, there will be an expanded member portal that includes community forums and groups. This means that members can log in and chat with other members with similar interests (or challenges). Unlike groups on social media, this is a safe member-only space to ask questions and share. If you have ever wanted to be able to email a group of other members, now you will be able to! 

Throughout 2026, other features will be rolled out such as a new member directory to help customers find your shop and a jobs board to help shops find qualified technicians and connect students with internships. 

Communication is forever one of the hardest things to get right, perhaps because it is never ending. There is no winning and then moving on to master something else. It stops working just as fast as it starts, but we keep at it. Watch your email and stay tuned for more updates on how to make the most of your membership. 

I wish you and your team all the best during this holiday season. Good luck wrapping up the year and the gifts you are giving. See you in 2026!