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Measuring the Relay Experience

Marty Coelho, National RFL Business Unit Alex Bland, Marketing Research Ron Scirocco, Nationwide RFL Advisory Team. Measuring the Relay Experience. The Customer Satisfaction Survey (CSS) and the GPQ Pilot Program. The History of Measuring Event Experience. ACS. CSS. EQA. RVP. CRAP. RS.

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Measuring the Relay Experience

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  1. Marty Coelho, National RFL Business UnitAlex Bland, Marketing ResearchRon Scirocco, Nationwide RFL Advisory Team

  2. Measuring the Relay Experience The Customer Satisfaction Survey (CSS) and the GPQ Pilot Program

  3. The History of Measuring Event Experience ACS CSS EQA RVP CRAP RS NLTT MLM CAT WOW GPQ 5D RAT Again CRM AB RFLBU RAT Chairs Co-Chairs MC LOL

  4. Relay’s Event Quality Program 2009 • Customer Satisfaction Survey (CSS) • Event Quality Assessment (EQA) 2010 • Growth Potential Quality (GPQ) Pilot

  5. What is CSS? • Program was launched in 2009 to capture feedback from our customers • Our survey was designed with input from participants, volunteers, staff, and just about anyone else who enjoys wearing purple • Email sent to participants requesting feedback • We want to know about the entire Relay experience

  6. Continual Improvement • This season we have made several improvements… • Invitations sent the week following an event • Event names added to the invitation • Reporting portal available 24/7 • …and there is more to come

  7. Insights Gained • The voice of 218,000+ Relayers • Has provided actionable insights around what is impacting our customer’s experience: • Proven methodology • Created benchmarks • Performance levels • Drivers of satisfaction

  8. Insights Gained • A few of the areas where we’re doing well… Check-in at event Walking Path Online Registration • Meaningful in the fight • Moving and inspirational • Fun • Convenience • Safety • Size of the site Event Location Event Image

  9. <60 60-69 70-79 80-85 >85 5% of ACSI organizations 10% of ACSI organizations 52% of ACSI organizations 26% of ACSI organizations 7% of ACSI organizations Very Good to Exceptional (90+) Highly branded food manufacturers. High end auto manufacturers Poor to Very Poor Many Government agencies Below Average Cellular Telephone Cable TV Average Retail Trade Finance and Insurance Transportation Hotels Cigarettes Good Manufacturers (Autos, pet food, food, beverages) E-Commerce vendors Homeland Security 57 IRS Tax Filers 54 FEMA 49 Dish Network 69 AT&T Mobile 69 Bank of America 67 Delta Airlines 62 Comcast 61 Southwest 79 Phillip Morris 77 Yahoo 76 Verizon (FiOS) 74 Verizon Wireless 73 Wal-Mart 71 Netflix 84 Coca-Cola 84 Anhueser Busch 82 Target 80 Google 80 H.J. Heinz Co 89 Hershey 87 Apple 86 Lexus 85 How we compare to the “for profit world” RFL 80

  10. Our Challenge • We lack consistency of experience across our events • Our priority areas for improvement… • Event activities • Caregiver activities • Recognition • PA/Sound System • Advertising/Communication • ACS Support

  11. Event Experience Drives Performance • Event satisfaction translates into more successful events • The more data we have, the easier it becomes to illustrate that relationship • Evaluated 2,800 events from 2009 to 2010 • Compared events that improved (1,214) to those that declined (1,586) • Focused on change in participation and revenue

  12. Event Experience Drives Performance Declining experience Improving experience • 9.7% growth in participation • 0.4% growth in participation • -3.7% drop in gross revenue • 2.5% increase in gross revenue • So, the cumulative effect is… • A 10% swing in participation • A 6% difference in revenue

  13. Driving Future Performance • The event experience is the culmination of this year’s efforts, but it is also the first impression for next season • Having a satisfying event this year puts you in a better position for next year • Leaves a better taste in people’s mouths

  14. Driving Future Performance • We evaluated how lower event satisfaction in 2009 translated to 2010 dollars for the lowest and highest performing CSS events Events who scored 70 or below in 2009 2010 Gross Revenue Events who scored 85 or above in 2009 2010 Gross Revenue

  15. The Relay Learning Curve • How do new participants differ from Relay Veterans? • On average 1st Timers are more satisfied with their experience • However, they typically raise less money • When we compare 1st Timers to Veterans from our 2010 CSS results we see that 1st Timers raise ~2.5 times less

  16. The Relay Learning Curve • Overall, 1st Timers have a great experience • However, expectations play a large part in some 1st Timer/Veteran disparities

  17. CSS is more than just feedback • Are you interested in learning about how to become part of the Relay For Life planning committee? • In 2010 - 9,570 participants told us that they were interested • 9,421 have already expressed interest this year! • 80% had not been on a committee that year • 23% were survivors • 37% were at their first event • 25% have scored their experience a 100 • Those who opt-in score their experience significantly higher than those who do not opt-in (81 vs 79)

  18. Why I want to help 23% who score 70 or below It wasn’t great, but I can help make it better! While last year's Relay was a disappointment to me having been involved for nearly 20 years with my local Relay. I will not give up on this cause. I'm not going to let one year of a bad Relay steal the memories of good friends and loved ones I've lost to this disease. I continually have to keep the cause in front of me and not personalities or people. I am a HUGE advocate for the American Cancer Society and for our local Relay For Life. I will not give up and will continue to talk up Relay until a cure is found. 77% score above 70 I had a great time and want to get involved! It just seems so important, larger than life if you will. I cannot imagine someone being too busy to give up a weekend and a few extra days or evenings. I would myself have been more involved but I only joined the team three weeks before the event.

  19. Next steps… • More 2011 events still to come • Sharing the story with RFL Leads • Continuing to develop our understanding of how event satisfaction impacts financial performance

  20. GPQ Pilot Program

  21. GPQ Pilot Program • 13 Events Chosen for Program (One from each Division, two from East Central - OH/PA) • Followed events from the Nationwide Summit last year in Houston • Each event had a Team of 5 • RVP • Mid-level manager • Community event staff • Event Chair • Co-Chair/Team Development Chair

  22. GPQ Pilot Program • Objectives: • Access how staff and volunteers can work more closely together. • Improve implementation of 5D movement strategies to impact overall event quality and CSS scores.

  23. GPQ Pilot Program • Program Work • Trainings on 5D strategies, communications and working in teams • Surveys of Teams of 5 with questions about: • Barriers to success • Staff and volunteer relationships • Knowledge of 5Ds • Understanding of roles, responsibilities and accountability • Development of 5D event plan for their Relay

  24. GPQ Pilot Program • Program Work • Evaluation of one team captain meeting and one committee meeting for each event • Event Quality Assessment (EQA) of actual event • CSS scores from 13 events

  25. GPQ/EQA Results • We evaluated the events making use of the 5D Movement Strategies as part of the pilot • Those events outperform the 2010 National Average

  26. Next steps… • Continuing to churn through our findings • Evaluating implementation at different levels

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