1. Driving member satisfaction across the life cycle
IEEE Region 1 Leadership Workshop: March 2012
Driving member satisfaction across the life cycle
Adrienne Hahn
Manager, IEEE Membership Marketing & Communications
Cathy Downer
Manager, MGA Membership Development

2. Some things to consider before we begin
Slide 2
Some things to consider before we begin
- In your opinion, what is the main benefit of joining IEEE?
- Do you realize how many benefits IEEE members have?
- Can you navigate the IEEE site to find all the member benefits?
- Does your section conduct  specific programs for practicing engineers? 
- What benefits of being an IEEE member appeal to students?
- Do you think member satisfaction depends on the career stage of a person? 

3. Clarification of terms
Slide 3
Clarification of terms
Life Cycle: The relatively distinct phases of the lives of IEEE Members which allow us to better package the benefits, products, services, and opportunities of membership to meet each member’s needs.
Currently building around the following phases:
Undergraduate Students Practitioner
Graduate Students Business/Leadership
Young Professionals Retired
Academic/Researcher Unemployed

4. Clarification of terms
Slide 4
Clarification of terms
Benefits: The items, products, and services that come with the price of IEEE membership for no additional charge
Products and Services: IEEE or external products and services that are discounted for IEEE members but have an additional fee on top of IEEE membership dues
Opportunities: Opportunities for members to get involved in the organization

5. Slide 5
What we’ll cover today
Providing an overview of the relevant life cycle phases of the IEEE member
Overview of the relevance of benefits, products, services, and opportunities throughout the life cycle
Provide facts about member wants & satisfaction
Overview of tools we have and are building to make it easier for members and local volunteers to convey value throughout the life cycle
Collaboration and Q&A

6. Focus on the Member, the Result will be Membership Growth
When we focus on “Membership” the member and their needs get lost in the crowd.
If we focus on the “Member” they can become Inspired, Enabled, Empowered, and Engaged
“I feel welcome”
“My needs are met”
“I make a difference”
“I am the IEEE”
“I am a part of something great”
Truly satisfied members renew; truly satisfied members refer others to IEEE

7. Focusing on the MEMBER is a team sport
Focusing on the MEMBER is a team sport! - we must unite as One IEEE to serve each member
Navigating Benefits
Student Branch
IEEE.org
Volunteering
Affinity Group
Conferences
Section
Publications
Region
Society
Chapters
And many more….

8. What is the Value of IEEE Membership?
The current value message is working:
90,000+ New Members in 2011, and growing every year
…but we lose over 85,000 members each year
Our challenge is DELIVERING on the value message we are presenting:
Improved Navigation of the 90+ products and services (E.G. Web, Informed local volunteers, etc.)
Improved Delivery/Satisfaction of the Services most important to the members
Improved Relevance of the products/services to key geographies, life cycle stages, and industries

9. IEEE’s corporate reach is limited
Slide 9
IEEE’s corporate reach is limited
The local connection you have with member can make all of the difference
Region 7:
20 Sections
121 Chapters
57 Stu Branches
Region 1-6:
167 Sections
763 Chapters
499 Stu Branches
Region 8:
56 Sections
495 Chapters
345 Stu Branches
Region 10:
57 Sections
490 Chapters
749 Stu Branches
Region 9:
33 Sections
181 Chapters
341 Stu Branches
= IEEE office locations
Source: 2010 Annual Statistics
Source: 2010 Annual Statistics of IEEE

10. Steps of satisfaction through the life cycle
Slide 10
Steps of satisfaction through the life cycle
Understanding who our members are, and what is important to them
Improving the awareness and relevance of the products, services, and opportunities of membership
Improve the quality of the member experience in the areas most important to them

11. What is important to them?
Slide 11
Who are our members?
What is important to them?

12. TOTAL MEMBERSHIP – 407,541 (Dec 2010)
Slide 12
Who are our members: where do they live?
R7 – 16,955
HG: 13,398
STU: 1,607
GSM: 1,950
R1 to 6 – 209,765
HG: 179,640
STU: 16,153
GSM: 13,972
R10 – 90,593
HG: 50,755
STU: 28,050
GSM: 11,788
R9 – 16,931
HG: 8,518
STU: 6,713
GSM: 1,700
R8 – 73,297
HG: 52,435
STU: 9,826
GSM: 11,036
TOTAL MEMBERSHIP – 407,541 (Dec 2010)
HG = Higher Grade ; STU = Undergrads ; GSM = Graduate Students

13. Who are our members: what did they study?
Slide 13
Who are our members: what did they study?
Q: Indicate all of the fields in which you hold a degree. (Choose all that apply)
Color red : Statistically significant at 95% CI between 2004 and 2008
Source: Segmentation Surveys

14. Type of Companies Who are our members: where do they work? Total 2001
Slide 14
Who are our members: where do they work?
Type of Companies
Total
2001
2004
2008 %
Private Industry 60 54
52*
Educational Institution 14 17
18*
Public/Government 11 10
Self-Employed/Consulting 7 8
Retired 3 4
Non-Profit Institution (Non-Educational) 2
Unemployed 1
Other
Don’t Know/Refused
Q: Which one of the following categories best describes your current employment status?(Choose one only)
* Statistically significant at 95% CI between 2001 and 2008
Source: Segmentation Surveys

15. Work Responsibility Who are our members: what do they do? Total 2001
Slide 15
Who are our members: what do they do?
Work Responsibility
Total
2001
2004
2008 %
Engineering or Scientific Management 21 19 14
Engineering 15
Education/Teaching 12
Software: 13
Science/ Management/ Engineering
Engineering Design 10
Consulting 7 8
Management other than Engineering 6 5
Retired 3
Research/R&D 2 4
Marketing/Sales 1
Don’t Know/Refused
Q: What is your primary work responsibility? (Choose one only)
Color red : Statistically significant at 95% CI between 2004 and 2008
Source: Segmentation Surveys

16. What is important to our members?
Slide 16
What is important to our members?

17. Reasons to Join Originally
Slide 17
Reasons to Join Originally
2001
2004
2008
To remain technically current
69%
61%
64%
To obtain IEEE publications
53%
55%
To enhance my career opportunities
33%
40%
41%
To join IEEE societies
32%
43%
39%
To enhance my stature within the profession
N/A
34%
37%
To network with others in the profession
31%
For continuing education
22%
21%
27%
To participate in local IEEE activities
18%
17%
24%
A professor suggested it
16%
29%
To obtain a reduced registration fee at IEEE conferences
20%
To have access to discounts on professional and personal services
13%
To give back to my profession
To access insurance 9%
To give back to the world community 6%
To obtain an IEEE alias with virus protection
To participate in standards development
Color red : Statistical significant difference at 95% CI between 2004 and 2008
Source: Segmentation Surveys

18. Satisfaction by Importance
When analyzing the importance by satisfaction quadrant charts, it is useful to keep the following description in mind:
(Top 3 box)
High Satisfaction
Put less effort into developing and communicating about
these products and services. They are less important to this segment.
Focus on communications about these products/services initially. These products/services are important to this segment and we deliver them well.
Low Importance
High Importance
Develop improvement plans for these product/service offerings
for this target. They are not as important and our delivery is relatively weak.
Put effort and resources into developing these products and services. They are important and our delivery is relatively weak.
Low Satisfaction

19. Satisfaction by Importance - Higher Grade Members
“Best in Class” Satisfaction
Top 3 Box %
More critical strengths
Less critical strengths
% Satisfaction (mean=41)
Top improvement opportunity
Lower priority improvements
% Importance (mean= 39)
2008

20. Satisfaction by Importance - Students
Top 3 Box %
“Best in Class” Satisfaction
% Satisfaction (mean=47)
% Importance (mean=55)

21. Promoting Member Value through the Lifecycle
Purpose/Justification
IEEE currently provides in excess of 97 (and growing) products, services and engagement opportunities as part of the membership offering
These are offered by different OUs and are available at different locations of the IEEE Website
Some are available at no charge and some are available at a reduced price
Some are not available in all geographic areas for a number of reasons
The Member Portfolio is the promotion of benefits through the lifecycle. We currently have over 90 member benefits as part of the membership offering. They are offered by different OUs at different locations on different web sites and pages. Some are available at no charge or a reduced price and some are not available in all geographic regions. 21
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22. Situational Assessment at IEEE
Over 90+ Products, Services, Discounts, and Engagement Opportunities
Career Related Services and Recognition
IEEE Student Job Site
Member Grade Elevation Program
Awards
Career Alert
Career Asset Manager
Career Navigator
IEEE-USA Career Enhancement Courses
Certified Software Developer
Consultants Database
Consultants Services
Entrepreneurs Village
Salary Service
IEEE Mentoring Connection
IEEE-USA Career Checkup
IEEE WCET Certification
Employment Navigator
IEEE Job Site
Careers Webinars
Career Strategies Online Community
Publication Related Products and Services
IEEE Spectrum Magazine
The Institute Newsletter
Discounts on IEEE-USA eBooks
IEEE Xplore Abstracts
Discounts on IEEE Publication Products
IEEE Potentials Magazine
What's IEEE
Today's Engineer
Networking and Engagement Opportunities
Join IEEE Societies or Affinity Groups
Discounts at IEEE Conferences
Participation in Local Meetings
Online Communities
myIEEE
Participation with LinkedIn Group
Participate in Local Technical Forums
IEEE memberNet
Discounts on IEEE Standards Membership
Volunteering
Continuing Education and Development
Educational Partners Program
Expert Now
Volunteer Training
IEEE.tv
Scholarships
Other
Association with IEEE Brand
Humanitarian Programs
IEEE Alias
Public Policy Awareness
Contact Center Support
Membership Card
Merchandise
AskIEEE
Voting
External Discount Offers
Insurance Services
20 Products
Financial Services
17 Products and Offers
General
5 Discount Offers

23. Current Experience in reality…
Humanitarian Programs
IEEE Student Job Site
IEEE Member Digital Access
Voting
Travel Services
Association with IEEE Brand
IEEE Xplore
Today’s Engineer
Merchandise
Microsoft Software for Students
Career Webinars
IEEE-USA EBooks
IEEE WCET Certification
Membership Card
Expert Now
myIEEE
Consultants Database
IEEE MemberNet
Member Discounts
Insurance Services
IEEE Standards
Upgrade Membership
IEEE Societies
IEEE Contact Center
Volunteering
Scholarships
IEEE Job Site
Career Asset Manager
IEEE Women in Engineering
Salary Service
Online Communities
Local Meetings
Local Technical Forums
Awards
IEEE Potentials
eBook Classics
IEEE-USA Career Enhancement Courses
This gives you an idea of how a user feels when exploring member benefits with IEEE. It’s cluttered, not easy to follow or identify what might be of interest to me, in the current state of my career. Benefits are diluted. Not a very positive user experience. How do we improve this?
Career Alert
ShopIEEE
GOLD
IEEE Mentoring Connection
The Institute
IEEE-USA Career Checkup
IEEE.tv
Career Navigator
Public Policy Awareness
IEEE Spectrum
LinkedIn Group
Employment Navigator
Education Partners Program
Pre-University Activities
IEEE Conferences
Proceedings of the IEEE
IEEE Alias
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24. Concept of a life cycle portfolio
‘Value of the IEEE membership’ is different depending on the member’s career phase
eg.
Networking opportunities (most relevant life stage)
IEEE conference meeting & socials (GSM, Educators)
Participation in Local section/chapter meetings (Educators, business, unemployed, retired)
Participation with LinkedIn Group (Leadership/business, unemployed)
IEEE memberNet (students, unemployed)
Volunteering (Retired)
Student Branch Events (Students)
Voting (GSM & members)
Through the concept of Member Portfolio we hope to show the Value of IEEE membership depending on the members or prospects career phase. This is a way to provide relevant data and present benefits more clearly. 24
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25. Life Cycle Grid Graduate Students Young Professional
Graduate Students
Young Professional
Academic/ Researcher
Undergrad Students
Business/ Leadership
Unemployed Members
Practitioner
Retired/ Life Members
First we identified 8 different career phases. [read phases]. Some should easily be able to insert themselves into any one of the eight categories. 25
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26. IEEE Membership Wants Stay Technically Current Discounts
Career Resources & Recognition
Networking
“Giving Back” / Humanitarian*
Continuing Education

27. Undergraduate Students
Life Cycle Grid
Keeping Technically Current
Professional Networking
Career Resources and Recognition
Continuing Education
Discounts
Humanitarian Programs and Opportunities to Give Back
Undergraduate Students
Graduate Students
Young Professional
Academic/ Researcher
Business/ Leadership
Retired/ Life Members
Practitioner
Unemployed Members
First we identified 8 different career phases. [read phases]. Some should easily be able to insert themselves into any one of the eight categories. 27
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28. Student Experience IEEE Student Job Site IEEE Xplore
Humanitarian Programs
IEEE Member Digital Access
Association with IEEE Brand
Travel Services
Merchandise
Today’s Engineer
Microsoft Software for Students
IEEE-USA EBooks
myIEEE
IEEE MemberNet
IEEE Contact Center
Insurance Services
Upgrade Membership
IEEE Societies
IEEE Standards
Scholarships
Member Discounts
Volunteering
eBook Classics
Online Communities
IEEE Potentials
Local Meetings
Now lets look at the Student Experience. Earlier we showed all 97 benefits on one slide. Here we have reduced the number shown by 30 percent by only showing those benefits relevant to a student. I think we can all agree that this step alone has vastly improved the experience of benefit exploration. This is much cleaner to look at, but how can we organize better.
ShopIEEE
IEEE Women in Engineering
The Institute
IEEE.tv
IEEE Conferences
Public Policy Awareness
IEEE Spectrum
Membership Card
LinkedIn Group
Employment Navigator
Proceedings of the IEEE
IEEE Alias
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29. Undergraduate Students
Life Cycle Grid
Keeping Technically Current
- Spectrum - IEEE Xplore (Discounted Access)
Professional Networking
- Student Branch Activities - MemberNet*
Career Resources and Recognition
- Competitions - Scholarships - IEEE Student Job Site
Continuing Education
- Continuing Education Partner Program - IEEE.tv
Discounts
- IEEE Conferences - IEEE Financial Services (limited availability) - Home & Office Services
Humanitarian Programs and Opportunities to Give Back
- Local activities - Humanitarian Technology Network
Undergraduate Students
First we identified 8 different career phases. [read phases]. Some should easily be able to insert themselves into any one of the eight categories. 29
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30. Undergraduate Students
Full Life Cycle Grid
Keeping Technically Current
- Spectrum - IEEE Xplore (Discounted)
- Spectrum - IEEE Societies - IEEE Xplore (Discounted)
- IEEE Xplore (Discounted) - IEEE Societies
-Spectrum
IEEE Societies
Some IEEE Society Pubs
- Spectrum - IEEE Societies
- IEEE Spectrum - IEEE Societies
Professional Networking
- Student Branch Activities - MemberNet*
- IEEE Conference Mixers/Socials - MemberNet*
- GOLD Events - Sect./ Chap. Meetings & Events
- IEEE Conference Mixers/Socials - Sect./ Chap. Meetings & Events
- Sect./ Chap. Meetings & Events
- Employment and Career Community
- Sect./ Chap. Meetings & Events - Linkedin Group - memberNet*
- Volunteering - Section/ Chapter Meetings & Events
Career Resources and Recognition
- Competitions - Scholarships - IEEE Student Job Site
- Career Webinars - IEEE Job Site (limited)
- IEEE Job Site - IEEE Conferences
Consultants Database
Career Alert
IEEE Job Site
- Career Webinars - IEEE Job Site (limited)
- Consultants Database (limited) - Awards
- IEEE Job Site (limited) - Career Webinars, Online Community
Continuing Education
- Continuing Education Partner Program - IEEE.tv
- Continuing Education Partner Program - Webinars
- Mentoring Connection - Educational Partners Program
- Local Events/ Symposiums - eLearning Library
- Continuing Education Partner Program - eLearning Library
- Mentoring Connection (as mentor)
Discounts
- IEEE Conferences - IEEE Financial Services (limited availability)
- IEEE Conferences - Home & Office Services
- IEEE Conferences - IEEE Insurance Services (limited availability)
- IEEE Insurance Services (limited availability) - IEEE Alias**
- IEEE Insurance Services (limited availability) - Home & Office Services
Humanitarian Programs and Opportunities to Give Back
- Local activities - Humanitarian Technology Network
- Local and GOLD activities - Humanitarian Technology Network
- Volunteering - Humanitarian Technology Network
- Volunteering - Mentoring Connection (as mentor)
Undergraduate Students
Graduate Students
Young Professional
Academic/ Researcher
Business/ Leadership
Retired/ Life Members
Unemployed Members
Practitioner
First we identified 8 different career phases. [read phases]. Some should easily be able to insert themselves into any one of the eight categories. 30
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31. Navigation of Benefits at IEEE.org/benefits
by Career Phase & Country (launched 15 August)
Users choose phase & Country
Undergraduate Students Practitioner
Graduate Students Business/Leadership
Young Professionals Unemployed
Academic/Researcher Retired
Results page showcases the available benefits most relevant. With relevant testimonials by life stage

32. Introduction is tailored to selected Career Phase
Introduction is tailored to selected Career Phase. The third paragraph will highlight the Career Phase and Country selected.
These next few pages demonstrate how the page will be customized. An introduction that speaks to the career phase.
* Sample data is show for display purposes.

33. Photos are different for each heading and change between each Career Phase.
Photos for each category that match the career phase.
* Sample data is show for display purposes.

34. Copy under each heading is tailored to the Career Phase
Copy under each heading is tailored to the Career Phase. It speaks to the selected audience.
Descriptions for each career phase that are unique.
* Sample data is show for display purposes.

35. There is one unique testimonial for each Career Phase
There is one unique testimonial for each Career Phase. Rotating testimonials are planned for future release.
A testimonial that speaks to the career phase.
* Sample data is show for display purposes.

36. Poster Samples

37. Poster Distribution Channels
Now available to print-on-demand at
In September, posters can be ordered as part of on-line MD order kit
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38. Key Takeaways from Today
Slide 38
Key Takeaways from Today
Make sure your section leadership is aware of the full breadth of IEEE opportunities
Know who your members are and what they want
Utilize SAMIeee
Ask your members
Get the word out about the improved navigation of benefits, products, and services at IEEE.org

39. Key Takeaways from Today
Slide 39
Key Takeaways from Today
“Light the way” for your members
Organize events across the range of the life cycle (Types of events & content)
Utilize the member life cycle posters at your events

40. Comments, Questions, Discussion?
Slide 40
Comments, Questions, Discussion?

41. Slide 41
Supporting Material

42. Human Motivation: Maslow’s Hierarchy of Needs
Understanding how our benefit portfolio serves the basic motivational needs of our members
Self Actualization
Esteem Needs
Social Needs
Safety Needs
Physiological Needs
IEEE Opportunities:
Volunteer Leaders; Humanitarian Programs; Mentoring Programs
Awards & Recognition Programs; Member Grade Elevations; Contests and Speaking Opportunities; Volunteering
Local unit activities (Technical and Social); Society & Special Interest Memberships; memberNet online networking; IEEE LinkedIn & Facebook Integrations; First Year Member Program
Job Site and Career Initiatives, Technical Societies and Publications; Continuing Education Initiatives; Special Needs Member Dues Pricing (E.G. Unemployed, Developing Country)
IEEE does not serve the physiological needs of our members directly; but does serve humanity through our projects, foundations and programs

43. Importance 2001 2004 2008 % Slide 43 Technical Resources
Top 3 Box: %
Technical Resources
Online access to transactions, journals and magazines
n/a 63 72
Online access to standards 61 64
Online access to conference proceedings 52 59
Conferences 43
Printed books 56 40 38
Printed copies of transactions, journals, and magazines 39
Printed copies of standards 33 32
Printed copies of conference proceedings 28 24
Ability to participate in standards development 45 27
Local meetings with other professionals 34
Forums, newsgroups, and other online collaboration tools 26 29
Career Development
Continuing education opportunities 49
Networking 47 44 46
Online career resources 41
Opportunities for leadership roles 35 30
Printed career resources 20 18
Other
Representation on public policy issues related to the profession 48
Discounts on professional products and services (e.g. conferences, books, travel)
N/A
Promoting the profession to the general public 53 51
Providing alias with virus protection* 36
Insurance and other financial products and services
Awards and scholarships 25
Color red : Statistical significant at 95% CI between 2004 and 2008
Source: Segmentation Surveys

44. Satisfaction rankings are on 10 Point Scale
Slide 44
Satisfaction Primer
Satisfaction rankings are on 10 Point Scale
“Best in Class” Top 3 Box (8,9,10)= 65%+
“World Class” Top 3 Box= 80%+

45. Slide 45
Satisfaction
2001
2004
2008
Top 3 Box: %
Technical Resources
Online access to transactions, journals and magazines
n/a 49 58
Online access to standards 37 47
Online access to conference proceedings 40 52
Conferences 41 51 57
Printed books
Printed copies of transactions, journals, and magazines 55 60
Printed copies of standards 39 46
Printed copies of conference proceedings 44
Ability to participate in standards development 14 32 34
Local meetings with other professionals 21
Forums, newsgroups, and other online collaboration tools 13 27 31
Career Development And Related Products and Services
Continuing education opportunities 16 30
Networking 28
Online career resources 11 25 29
Opportunities for leadership roles 12 33
Printed career resources 20 23
Other
Representation on public policy issues related to the profession 38
Discounts on professional products and services (e.g. conferences, books, travel)
N/A
Promoting the profession to the general public
Providing alias with virus protection* 65
Insurance and other financial products and services 43
Awards and scholarships 10
Though membership growth continues, our member experience still has room for improvement
The “best in class” bar for Satisfaction is 65%, and we are only achieving it in very few categories.
Imagine…
… What the member experience will feel like with 65% levels of satisfaction
… how many more members will renew
… how many more members will refer others to join
… how large our member network will be…
Color red : Statistical significant at 95% CI between 2004 and 2008
Source: Segmentation Surveys