Voice of the Scout the Path to the Main Thing 2013 National Annual Meeting

Transcription

1 Voice of the Scout the Path to the Main Thing 2013 National Annual Meeting Mike Watkins - Mission Impact Team Howard Olsen, PhD, CPA - M3 Planning

2 What is the Voice of the Scout? Comprehensive Scout, Parent, Volunteer and Charter Org feedback program System to continuously assess how well we are delivering the Scouting experience over time Insight for change comes from the end user Based on Net Promoter Score* methodology 18 th Journey to Excellence criteria *The Net Promoter is a registered trademark of Satmetrix, Bain & Company, and Fred Reichheld. 2

3 What is VOS Success? To be Scout driven in all that we do. Scout & Volunteer Retention Program Satisfaction Scout & Volunteer Referrals Membership Growth END RESULT: Youth Market Share Growth THE MAIN THING 3

4 Who is the Voice of the Scout? Parents Boy Scout & Cub Scout Parents Youth Boy Scouts, Venturers, & Cub Scouts (via Parents) Volunteers Youth-Facing & District/Council Volunteers Chartered Organizations 4

5 Using VOS as a Management Tool GATHER COMMUNICATE RESPOND Take action Tell respondents about action taken Measure results invitations sent to people at maximum once every six months. Automatically view results in the VOS Dashboard. Monthly reports available on MyBSA Report on results and action at Staff, Commissioner and Board Meetings, Roundtables, etc. 5

6 Net Promoter Score: Basic Components i.e. N=100 10% NPS 30% promoters 20% detractors (response rate) (30 people chose 9-10) (20 people chose 0-6)

7 Driver Driver Driver Driver Loyalty (NPS) Quantitative Data Driver Driver Driver Cub Scouting is really fun. Attending roundtables helps me become a more effective leader. Scout meetings are a good use of my son s time I have the tools & resources to be an effective leader. If asked, how likely are you to recommend Scouting to a friend? Unit NPS District NPS

8 Voice of the Scout Spring 2013 Results By the numbers. 1,249,460 surveys ed 259,633 responses for 21% response rate 99% +/-.3 confidence at national level 81 percent drop in Chartered Organization NPS from Fall of 49 driver scores improved over Fall % National NPS compared to 41% Fall 2012 and 46% Spring % of District and Council leaders responded 21% national response rate 5 of 7 segment NPS scores improved over Fall 2012

9 Voice of the Scout Spring 2013 Results Customer Segments - NPS

10 Key Finding Point #1: The Overarching Theme for Spring 2013: There is unequivocal unity about the value Scouting brings to youth. Loyalty scores increased for the majority of segment audiences. Key Finding Point #2: Regardless of their stance on the membership standards policy, preserving the experiences Scouting provides is what matters most to members. Key Finding Point #3: Chartered Organizations and District/Council Volunteers are strongly communicating their dissatisfaction with the membership standards policy uncertainty. Key Finding Point #4: While the national NPS decreased, more members agree than disagree Scouting positively impacts the lives of youth.

11 Analyzing Your Council Data

12 Voice of the Scout Dashboard Access MyScouting account Council level and district key 3 If you can see JTE dashboard you can see VOS dashboard

13 Voice of the Scout Dashboard Screen Views

14 NPS LANDING PAGE: See the Peaks and Valleys LEARN Spring 2013 Response Rates NPS By Segments ASSESS BY SEGMENT Existing Outreach Existing Engagement

15 ASSESS OUTREACH: Response Rates are the VOS Lifeline ON RESPONSE STATISTICS If Response Rate is higher than other audiencesconsider the information coming from this audience with more confidence to represent the norm. If Response Rate is lower- hone the way you connect with this audience, and make sure they understand the importance of their insight for this program. If Available to Survey is substantially less than Total Respondents work on getting accurate s collected.

16 Building Confidence in the Data How many responses are needed to accurately capture the preferences of a segment? There is no set number or % as it depends on the size of segment. Segment size Responses needed Number needed to be % confident with a 5% +/- interval If there are not sufficient responses to be statistically representative, then directionally representative.

17 THE SEGMENT DETAIL SCREEN: Context is Everything LEARN Area/ National Performance Rank the Driver Averages ASSESS VIA Performance Cluster Position Comment Boxes Low-Performing Drivers and associated comments

18 ALL COMMENTS: Words can be mightier than the numbers! Score 1 Comment: No communication. Our 2 scout leaders just quit showing up to our meetings. They did not let us know anything. We were supposed to be working on the badges but events were never planned. Also one of our leaders took the boys books up and started signing that we had completed certain activities when we had not done those activities. ASSESS Look at trending issues by NPS grouping comments Begin to prioritize solutions based on impact levels & available resources

19 GET TO THE TOP OF THE MATTER: SEE THE BEST 10% LEARN National Rank Region Top Reps ASSESS Seek Ideas / Solutions from Councils with Common ties of size, geography or resource strength.

20 Dashboard: Print or Download to Review Print Download 21

21 Set Operational Phases: Listen, Learn, Act Improving NPS is Acting Upon Learnings Making reaching out to members a part of your culture, and focusing on creating more promoters of Scouting. Prioritizing taking action upon service recovery notices to a optimally beneficial end. Acting upon what VOS trends are telling you, integrate into operation. Brining it full circle with respondents, with thanks and an update on action that will be taken. Listening Learning Acting 15

22 On the Path to the Main Thing Focus on Youth-Facing, District/Council and Chartered Partner segments Review dashboard data to identify quick wins Challenge board and district committees to make changes that improve the customer experience

23 What can units do to improve the experience? Parents (National results) Unit leadership providing inconsistent delivery of Scouting Parents describe meetings as dis/unorganized and leaders as having a lack of knowledge Provide increased emphasis on importance of training Increase promotional information on opportunities to receive training Make Scouting more affordable Promote Ideal Year of Scouting and unit budget planning Improved Communication from units to parents Criticism was on what was being communicated (tactical detail), not how (channels) Communication happened too late or not at all Over-communication was not mentioned Lack of event information and logistics (where to park, what to bring, where to meet)

24 What can councils do to improve the experience? Youth Facing Volunteers (National results) Improved Communication Provide more advance notice of meetings Don t wait until roundtable to communicate Improved communication on yearly events/deadlines Improved Roundtables Provide forum for best practices to share among leaders Provide specific program info - don t mix Cub Scout and Boy Scout announcements at roundtables Recruit high quality staff and ensure they are trained Offer a break out or orientation session (s) for new leaders don t use Scout jargon

25 What can councils do to improve the experience? District/Council Volunteers (National results) Focus on what council employees can do to provide superior customer service to volunteers Reference and reinforce the insight volunteer feedback is providing, and act upon suggested improvements where possible

26 What can councils do to improve the experience? Chartered Organizations (National results) The rechartering process is a topic for improvement by Promoters, Passives and Detractors. Comments include there is too much red tape and bureaucracy; not easy Waiting for the decision no matter what the resolution decision is, this segment will need help understanding the ramifications of the vote. About 1/3 of the Detractor comments (900+) mentioned being in a wait & see mode. Assess the amount of interaction between the council and Chartered Organizations. About 1/3 of CORs are not satisfied with the level of communication.

27 Work Session What can YOUR council do to improve the District/Council Volunteer experience?

28 Session Packets VOICE OF THE SCOUT ON THE PATH TO THE MAIN THING 2013 National Annual Meeting XYZ Council #000 Net Promoter Score by Segment Cub Scout Parents Boy Scout Parents Cub Scouts Boy Scouts/Venturers Cncl NPS 52% Cncl NPS 70% Cncl NPS 50% Cncl NPS 44% National NPS 38 % National NPS 61% National NPS 43% National NPS 34% Cncl Respondents 258 Cncl Respondents 89 Cncl Respondents 177 Cncl Respondents 98 Cncl Response rate 9% Cncl Response rate 14% Cncl Response rate 6% Cncl Response rate 8% Youth Facing Volunteers District/Council Volunteers Chartered Organizations Cncl NPS 43% Cncl NPS 54% Cncl NPS 2% National NPS 36% National NPS 45% National NPS 9% Cncl Respondents 898 Cncl Respondents 18 Cncl Respondents 50 Cncl Response rate 24% Cncl Response rate 47% Cncl Response rate

29 Session Packets SEGMENT DETAIL District/Council Volunteers National NPS 45% Council NPS 54% Council: Detractors 15% Passives 15% Promoters 69% I have the tools and resources to be an effective volunteer Council 6.38 National 5.97 I feel the council today is very responsive to Scout volunteers need Council 5.85 National 5.39 I get all the information I need to do the work required for my position Council 6.23 National 5.74 My committee/board is definitely effective at accomplishing its goals in a timely manner Council 5.85 National 5.62 My skills and capabilities are being fully used in my position Council 6.15 National 5.66 My district/council is doing everything it can to deliver quality programs to our Scouts Council: 6.38 National 5.77 I understand the unique benefits that the Scouting program provides to today s youth Council: 6.77 National 6.65

30 Session Packets

31 Moving Forward: Next Steps 1. Identify trending issues in each NPS group for the Key Drivers 2. Create key actions to improve Scouting for each segment. 3. Take actions on things that are simple to address. 4. Report back to members, parents and volunteers. 5. Outline promotional efforts for the fall cycle. 6. Make data collection and accuracy a priority.

32 Session Packets

33 We want to know. Your feedback is a gift to us as well. Going forward it s important to get things right. We listen, we ll learn, we ll act. Feedback or Questions contact us at: jte@scouting.org

34 LET THE VOICE OF THE SCOUT LEAD YOUR JOURNEY!