MEMBER SATISFACTION SURVEYS Darryll Lindsey Sr. Marketing Specialist

WHY? Gather actionable market intelligence  Improve service  Refine messages  Assess effectiveness of energy efficiency programs  Understand our members Provide ACSI scores Define trust/engagement Key driver analysis Member profile Tenth Survey Project 2

2016 – THE PROCESS I.Project Review & Development [100 days] A.Planning, budgeting, review B.Request for Proposals C.Website for member communications II.Survey Development & Member Communications [40 days] A.Invitation letters B.Data collection from co-ops C.Survey instrument development III.Call Center Field Interviews [98 days] A.12,750 completed B.~30,000 member contacts 3

2016 – THE PROCESS IV.Data Analysis [40 days] V.Narrative Reports Developed for co-ops [37 days] VI.Presentations Developed [21 days] VII.Final Narrative Reports Developed [30 days] VIII.Presentations Total project duration: 58 weeks 4

2016 – THE SURVEY 31 questions in a basic survey; no charge 23 optional custom questions; $500 additional fee Telephone survey – 12:30 in length No incentive for member participation Calls are made:  Monday – Friday evenings until 8:30 PM  Saturday until 5:00 PM  No Sunday calls  Holiday blackouts 5

2016 – THE SURVEY Currently:  Receiving invitation responses from co-ops  Collecting member data  Finalizing survey instrument, questionnaire Member phone interviews ~ 11/2  3,000 completed interviews by 12/18  Remaining interviews by 2/28/16 Holiday blackouts for weeks of  Thanksgiving  Christmas  New Year’s 6

2016 – THE SURVEY Reports for member co-ops  Starting in January (a few systems to meet annual meeting dates)  Bulk in April/May timeframe Project completion: June 1,

2013 PROJECT ACTIONS Investigate trends since 2007 Study ACSI scores system wide Formulate action plans Develop strategic plan 8

WHO ARE OUR MEMBERS? Opinions expressed by 12,500 members contacted during Member Satisfaction Triennial Surveys 9

OVER HALF THINK THEY ARE JUST CUSTOMERS Opinions expressed by 12,500 members contacted during Member Satisfaction Triennial Surveys 10

MILLENNIALS THINK THEY ARE CUSTOMERS 11

WHY CARE? 12

Discover the value of your co-op membership.

WHY SHOULD YOUR CO-OP CARE? 14

Why should you care? 15

RobertEdward 16

17 A two-day and counting outage A high bill complaint A collection call An expensive reconstruction RobertEdward Who would be easier to talk to?

CORE MESSAGE To build member awareness about the value of co-op membership. 18

MISSION Help you build member awareness Transform "customers" into "members" Multi-year time frame Directed by Member Service Advisory Committee Focus on millennial generation 19

FOCUS ON MILLENNIAL GENERATION Millennials prioritize value Millennials expect instant information Millennials are more concerned about environment Millennials trust their peers, not large corporations Millennials share a feeling of disenchantment, entitlement Millennials consume large amounts of digital content 20

KEY STAFF MESSAGES 1.Recognize the shift in member identity. 2. Discover the resources to help change the course of member identity. 3. Engage co-op employees to implement the initiative. 21

Employee video training – First of two video programs Three and a half minutes long Highlights the importance of member identity and satisfaction Informs your staff where to find Members First resources 22 New resources To educate staff

Employee PowerPoint training – Introduces the Members First program to your staff Highlights the importance of member identity and satisfaction Will be updated quarterly Latest version 4.1 Includes newest material available 23 Updated resources To educate staff

Members First Facebook page – Launched Sept. 18 Goal to provide you an easy way to add content to your Facebook page Just add text (optional) and share to your page! Consistent message many asked for 24 New resources To educate members

One page template/fact sheet – Introduce the program to your members Distribute at annual meetings, farm and home shows and your front lobby Follows the same format of the website: It’s all you, Keep it local, Your money and Your safety Drops in your cooperative logo Will soon be available in Spanish 25 New resources To educate members

Future Farmers of America (FFA print ad) – Will run in the Missouri FFA winter issue Additional ads will be placed in the next 3 issues: spring, summer and fall Full page ad will be placed in the Oklahoma FFA spring issue All ads will be available soon on the members’ website 26 New resources To educate members

27 What is your cooperative doing with Members First? To educate your staff? To educate your members?

Discover the value of your co-op membership. Questions?