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Growing Membership using the Voice of the Scout

Growing Membership using the Voice of the Scout. Why The Customer Voice Matters. Page 2. Agenda & Overview. What is the Voice of the Scout (VOS) How it is Measured What We Know Today Making VOS Successful for Councils. Page 3. What is the Voice of the Scout?.

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Growing Membership using the Voice of the Scout

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  1. Growing Membership using theVoice of the Scout

  2. Why The Customer Voice Matters Page 2

  3. Agenda & Overview What is the Voice of the Scout (VOS) How it is Measured What We Know Today Making VOS Successful for Councils Page 3

  4. What is the Voice of the Scout? • Continuous Scout, Parent, Volunteer and Charter Org feedback program • Assesses how well we are delivering the Scouting experience over time • Insight for change and improvement comes from the member • Based on Net Promoter Score* methodology • The “Customer Voice” criteria, #15 in the Journey to Excellence *The Net Promoter is a registered trademark of Satmetrix, Bain & Company, and Fred Reichheld. Page 4

  5. Who is the Voice of the Scout? *Must be members for at least 90 days to receive the survey. Parents Boy Scout Parents & Cub Scout Parents Youth Boy Scouts, Venturers, & Cub Scouts (via Parents) VolunteersYouth-facing & Council/District Volunteers Chartered Organizations Page 5

  6. Why VOS Matters To be Scout driven in all that we do. Page 6

  7. Measurement with NPS: The One Number You Need To Grow The Net Promoter Score (NPS) measures member LOYALTY. - NPS = 20% NPS 60% promoters 40% detractors WORD-OF-MOUTH GROWTH AT-RISK MEMBERS Page 7

  8. NPS + DRIVERS = Voice of the Scout Driver questions that link member expectations to the experience they are actually having. Cub Scout Parents Driver Questions Sample – Specific to each customer segment Page 8

  9. What we know today Page 9

  10. SPRING 2012  FALL 2012  SPRING 2013  FALL 2013  SPRING 2014 Membership Loyalty Trend for Scouting with comparison benchmarks USAA 81% Southwest Airlines 66% Vanguard 56% Tracfone 39% Blockbuster On-Demand 11% McAfee 2% Days Inn -9% Page 10

  11. Experience-Oriented Scouting: Mining For Insight with VOS Page 11

  12. Turning Insight Into Action Insight From Loyalty Drivers (Cub Scouts) Making Cub Scouting Fun – The Difference is in the Outdoors. Of those Cub Scouts that are really having fun, their NPS is 47.4%, of those who are not having fun, it’s a –77.7%. Cub Scouts overall loyalty level dropped 7.1 percentage points to 34.9%, the lowest level for this segment since VOS began. The driver for having great outdoor activities also had a steep 8.1 percentage point drop, and comments left by Cubs show that severe weather kept them inside a lot this winter. Of those Cub Scouts who agree that they are having great outdoor activities, 94.5% are also agreeing that Scouting is really fun… and this group’s NPS is 48.0%. Getting Outdoors leads to More Fun Higher Loyalty leads to Page 12

  13. Turning Feedback Into Action Insight from Key Loyalty Drivers (Unit Leaders) 78% of Boy Scouts Leaders agree they have support to be an effective volunteer. Boy Scout Leader Loyalty is 30.6% 70% of Cub Scout Leaders agree they have support to be an effective volunteer. Cub Scout Leader Loyalty is 24.1%

  14. Turning Feedback into Action Unit Leader Comments by NPS Group PROMOTERS • Mentorprogram for new leaders. • Provide more free tools for volunteers to be better leaders. • Make sure all leaders get registered and trained as soon as they become involved. • More training and guidance provided through the Unit with an emphasis on real-life scenarios. PASSIVES • Offer more trainingand resources to new leaders who don't have experience. • Assign every new leader an experienced scouting buddy to help through the initial learning curve. • Provide new leaders a package of material that they need to know. Each position would get a package. • Mentornew den leaders. I felt like I was just thrown to the lions, and I'm still not really sure of myself. DETRACTORS • Have district representatives meet with the new leaders before the beginning of each year to help explain what needs to be done. • Stronger more involved leadership. I struggle with the lack of top down communication in the org. • More direction within the Pack to help new leaders. • Consistent leadership/support provided to volunteers. Open comments provide insight on specific ways to take action!

  15. Turning Feedback Into Action Key Drivers are Announced Every Cycle AND open comments are provided for all questions!

  16. View Your Council’s Findings: The VOS Dashboard on MyScouting & MyBSA

  17. Making VOS Successful for Your Council

  18. Update Emails Membership information entered through ScoutNet is how VOS emails are sourced. Moving forward members can also update their own data on my.Scouting.org.

  19. Get VOS Into Your Calendars Fall Cycle: 2nd Tuesday in October (10/7/14) Spring Cycle: 2nd Tuesday in March (3/10/15) Survey Close: Two weeks post launch VOS Dashboard: Two weeks after survey close

  20. Promote before and during each survey Web banners, flyers, newsletter ads and more are at scouting.org/jte.

  21. Visit the dashboard and review the feedback for your councils & districts Review NPS scores for each audience and look if the trend is higher or lower than previous cycles; Review comments for ideas how to impact and improve member experiences; Provide your insight on NPS to SEs and DEs, (be the customer insights champion for your council); And make sure your council is responding to and tracking service recovery requests after every survey cycle ends.

  22. Communicate appreciation to your members for their feedback. And the best way to show your appreciation is to take action on the feedback!

  23. www.scouting.org/jte Survey Findings. Infographics. Templates. Samples. Resources. Guides. jte@scouting.org Help. Answers. What did she say about…? @cammyelquist

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