1 VoC Survey Training Presented by: Guy Gordon Introduction

2 Introduction/Agenda Who we are? Why are we here? What’s in it for me?

3 It’s all about the numbers...

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5 255 Sections in Canada, U.S., and Mexico

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7 2 International Member Units ASQ Brazil Sao PauloASQ Costa Rica

8 2 Forums platform for the “people” side of Quality

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10 MEMBERS

11 Our current model of VOC research is largely 255+ “one-off’s”

12 There is no way to capture the knowledge in 255+ brains

13 Organizational knowledge is being lost!

14 We need a picture of the entire organization

15 The Next Four Hours Introduction – Context Designing Actionable Surveys Using Qualtrics Translating your data into action

16 Overview of ASQ Voice of Customer Committee (VoCC) Purpose Mandate Governance Current Status –The VoCC has the following responsibilities: Direct oversight responsibility for the voice of the customer system and overseeing key processes. Partners with Market Research and Data Mining in implementing this policy. Dedicated to satisfying ASQ’s information needs. Concurrently, the VoCC shall respect its customers, listening to their requests, understanding their requirements, and striving to exceed their current and future expectations. Promote research opportunities, questionnaire development guidance, and analysis that provide useful and applicable information to member units.

17 VoCC Members

18 WIFM What’s in it for me? What’s in it for my Section/Division?

19 QMP Section Objectives Increase member value Increase member satisfaction Increase community involvement and recognition Increase volunteer value Increase member retention

20 Case Studies 1.Section 2.Division 3.Strategic (HQ)

21 Standardized Surveys Shared results Shared information for decision making

22 Top Survey Topics 2008 ASQ Survey (N = 557) 1.Professional/Personal Development 2.Training 3.Section/Division QMP 4.Planning 5.Membership Drive 6.Volunteer 7.Corporate Outreach

23  The Learning Index uses the following three questions to calculate the Learning Index Mean:  I frequently learned new ideas that were relevant to my job.  I frequently used the new ideas on my job.  The new ideas I used on my job frequently resulted in a noticeable benefit or value creation.  Bottom Line As the Learning Index Mean declines so does the Loyalty to ASQ. Learning Index

24  Bottom Line As the Learning Index Mean declines so does the Loyalty to ASQ. Learning and Loyalty Relationship b/w Learning and Loyalty to ASQ Loyalty to ASQ Learning Index Mean Score

25 Member Loyalty Member Loyalty Definition of Loyalty Index  Overall Satisfaction  Likelihood to Renew  Likelihood to Recommend  Loyal  Positive  Hesitant  At Risk Loyalty Classification of Members Products Pricing ASQ Image ASQ Image Individual Learning Individual Learning Professional Resources Professional Resources Certification Courses Conferences Membership & Costs of Products and Services Leader in the Field Business Partner Resource to Improve On the Job Performance Networking Local Chapters Forums/ Divisions ASQ Satisfaction & Loyalty Framework Satisfaction Loyalty Components Forum/ Division Experiences  Section Experiences  Transactional Touchpoints  Source : ASQ 2006 Member Loyalty & Satisfaction Report:

Section Survey Analysis What do you like? What do you not like? How can we provide additional value to you? What did they learn? ASQ South Florida Section 1510

27 Other Case Studies Government Division ASQ Government Division Member Survey Summary of Results – January 2007 Section 1: Awareness, Use, Satisfaction of ASQ Government Division Programs and Services ProgramAwarenessUse*Satisfaction* Website 73%23%30% Webinars 80%37%30% Leadership Dialogues 43%16%15% Discussion Board 47%27%34% ListServ 31%17%12% Newsletter 78%73%41% * Use and Satisfaction scores calculated as top 2 boxes (4or5)

28 Government Survey Action Plan Stay tuned…

29 Government Survey Action Plan Priorities for Division Business Plan 1.Improve awareness and utilization of existing programs and services. 2. Content is critical – “build it and they will come” (i.e. Website, tools, courses etc). 3.Focus training and information for practical on the job use and professional development. 4.Need to better align content of program activities with interests and priorities of members. The Bottom Line This effort to listen to the Voice of Customer has proven to be extremely helpful.