Growing Membership 

using the

Voice of the Scout

Why The Customer Voice Matters

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I. What is the Voice of the Scout (VOS)

II. How it is Measured

III. What We Know Today

IV. Making VOS Successful for Councils

Agenda & Overview

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• 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

  What is the Voice of the Scout?

*The Net Promoter is a registered trademark of Satmetrix, Bain & Company, and Fred Reichheld.

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 Who is the Voice of the Scout?

Parents Boy Scout Parents & Cub Scout Parents

Youth Boy Scouts, Venturers, & Cub Scouts (via Parents)

VolunteersYouth-facing & Council/District Volunteers

Chartered Organizations

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*Must be members for at least 90 days to receive the survey.

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 Why VOS Matters

To be Scout driven in all that we do.

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Measurement with NPS:  The One Number You Need To Grow

WORD-OF-MOUTH GROWTH

AT-RISKMEMBERS

20% NPS                  60% promoters 40% detractors

The Net Promoter Score (NPS) measures member LOYALTY.

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Cub Scout Parents

 NPS + DRIVERS = Voice of the Scout

Driver Questions Sample – Specific to each customer segment

Driver questions that link member expectations to the experience they are actually having.

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What we know today

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Southwest Airlines 66%

McAfee 2%

Blockbuster On-Demand 11%

Vanguard 56%

Days Inn -9%

Tracfone 39%

USAA 81%

  Membership Loyalty Trend for Scouting  

SPRING 2012                        FALL 2012                        SPRING 2013                    FALL 2013                           SPRING 2014

with comparison benchmarks

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     Experience-Oriented Scouting:         Mining For Insight with VOS

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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

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  Turning Insight Into Action  Insight From Loyalty Drivers (Cub Scouts)

         Higher Loyaltyleads to

70% of Cub Scout Leaders agree they have support to

be an effective volunteer.

Cub Scout Leader Loyalty

is 24.1%

78% of Boy Scouts Leaders agree they have support to

be an effective volunteer.

Boy Scout Leader Loyalty is 30.6%

Turning Feedback Into ActionInsight from Key Loyalty Drivers (Unit Leaders)

• Mentor program 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.

• Offer more training and 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. • Mentor new den leaders. I felt like I was just thrown to the lions, and I'm still not really sure of myself.

• 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.

PROMOTERS

PASSIVES

DETRACTORS

  Turning Feedback into Action    Unit Leader Comments by NPS Group 

Open comments provide insight on specific 

ways to take action!  

Turning Feedback Into ActionKey Drivers are Announced Every Cycle 

Key Driver by Council Size Boy Scouts and Venturers Segment Questions

Spring Average

Large Council

Medium Council

Small Council

LG MD SM NPS:  If asked, how likely would you be to recommend Scouting to your friends?

19.7% 21.7% 18.7% 15.3%

#1 #1 #1 Being in Scouting makes me feel like I am part of something bigger than myself.

67.3% 66.1% 68.9% 64.6%

#2 Scouting includes activities that I am interested in. 77.4% 77.7% 77.2% 76.6% #2 Our meetings are a good use of my time. 47.0% 45.6% 48.5% 45.8%

#2 My parents are very supportive of the Scouting program. 89.9% 89.9% 90.0% 89.4%

Key Driver by Council Size

Boy Scout Parents Segment Questions Spring Average

Large Council

Medium Council

Small Council

LG MD SM NPS:  How likely is it that you would recommend the Scouting program to other families and friends with Scout-aged boys? 45.5% 47.9% 43.2% 47.7%

#2 #2 #2 Scouting is the best program around to help youth become successful in life. 62.9% 63.2% 62.6% 62.8%#1 #1 #1 Scouting reinforces worthwhile values for my son. 83.2% 82.4% 83.5% 87.0%

Key Driver Council / District Volunteers Segment Questions

Spring Average

Large Council

Medium Council

Small Council

LG MD

SM

NPS:  How likely is it that you would recommend volunteering in the Scouting Program to other friends or acquaintances? 51.2% 49.4% 51.9% 54.9%

#2 #2 #2 I feel the council today is very responsive to Scout volunteers’ needs. 49.1% 44.9% 50.8% 55.8%

#1 #1 #1 I understand the unique benefits the Scouting program provides to today’s youth. 95.1% 95.4% 95.2% 94.4%

AND open comments are provided for all questions!

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

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Making VOS Successful for Your Council

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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.

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  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

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  Promote before and during   each survey

Web banners, flyers, newsletter ads and more are at scouting.org/jte.

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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.

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 Communicate appreciation to your     members for their feedback.

And the best way to show your appreciation is to take action on the feedback!  

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www.scouting.org/jteSurvey Findings.  Infographics.  Templates.  

Samples.  Resources.  Guides.

jte@scouting.org Help.  Answers.    

What did she say about…?@cammyelquist