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VoC Survey Training

Presented by:Guy Gordon

Introduction

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Introduction/Agenda

• Who we are?

• Why are we here?

• What’s in it for me?

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It’s all about It’s all about the numbers...the numbers...

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

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2 International Member Units

ASQ Brazil Sao Paulo ASQ Costa Rica

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2 Forums

platform for the “people” side of Quality

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MEMBERS

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Our current model of

VOC research is largely

255+ “one-off’s”

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There is no way

to capture the knowledge in 255+ brains

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Organizational knowledge is being lost!

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We need a picture of the entire organization

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The Next Four Hours

• Introduction – Context

• Designing Actionable Surveys

• Using Qualtrics• Translating your data

into action

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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.

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VoCC Members

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WIFM

• What’s in it for me?

• What’s in it for my Section/Division?

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QMP Section Objectives

• Increase member value

• Increase member satisfaction

• Increase community involvement and recognition

• Increase volunteer value

• Increase member retention

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Case Studies

1. Section

2. Division

3. Strategic (HQ)

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Standardized Surveys

• Standardized Surveys

• Shared results

• Shared information for decision making

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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

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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 IndexLearning Index

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Bottom Line As the Learning Index Mean declines so does the Loyalty to ASQ.

Learning and LoyaltyLearning and Loyalty

Relationship b/w Learning and Loyalty to ASQ

Loyalty to ASQ

Lear

ning

Ind

ex

Mea

n S

core

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MemberLoyalty

MemberLoyalty

Definition of Loyalty Index

Overall Satisfaction Likelihood to Renew Likelihood to

Recommend

Loyal Positive

Hesitant At Risk

Loyalty Classificationof Members

ProductsProducts PricingPricing ASQImageASQ

ImageIndividualLearning

IndividualLearning

ProfessionalResources

ProfessionalResources

CertificationCoursesConferences

Membership & Costs of Products and Services

Leader in the Field

Business Partner

Resource to Improve On the Job Performance

NetworkingLocal

ChaptersForums/

Divisions

ASQ Satisfaction & Loyalty FrameworkASQ Satisfaction & Loyalty Framework

Sati

sfacti

on

Loyalty Components

Forum/DivisionExperiences

SectionExperiences TransactionalTouchpoints

Source : ASQ 2006 Member Loyalty & Satisfaction Report: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

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Other Case Studies

• Government DivisionASQ Government Division Member Survey

Summary of Results – January 2007Section 1: Awareness, Use, Satisfaction of ASQ Government Division Programs and Services

Program Awareness Use* 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)

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Government Survey Action Plan

• Stay tuned…

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Government Survey Action Plan

Priorities for 2008-2009 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.