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The Basic Concept This reports looks at NCF service quality two ways.

Draft 10/13/09. Expectations Met attribute = assessment. Service Gap attribute ≠ assessment. The Basic Concept This reports looks at NCF service quality two ways. 1) How well do we do what we do. Draft 10/13/09. The Basic Concept

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The Basic Concept This reports looks at NCF service quality two ways.

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  1. Draft 10/13/09 Expectations Met attribute = assessment Service Gap attribute ≠ assessment The Basic Concept This reports looks at NCF service quality two ways. 1) How well do we do what we do.

  2. Draft 10/13/09 The Basic Concept The second service quality measure ranks the attributes. 2) What do our members want us to do.

  3. 2009 NCF Survey Data Management Plans Comparing Attribute’s General Importance to Member Self Assessment High attribute interest, no service quality gap

  4. 2009 NCF Survey Data Income Generation Comparing Attribute’s General Importance to Member Self Assessment Low attribute interest, no service gap

  5. 2009 NCF Survey Data Access to Forestry Information Comparing Attribute’s General Importance to Member Self Assessment Service Quality Gap Large gap between attribute interest and member self assessment offers the greatest opportunity to add value to our relationship.

  6. What Is Important? Comparing all three attribute’s ratings of general importance Information Access and Management Plan attributes have higher ratings, Income Generation by far the lowest.

  7. Access to Forestry Information All Members see importance of Access to Information, Service Gap is greater among New Owners (bought since 2005)

  8. What all NCF Member’s “Plan to Do” and what they “Want to Learn” Sorted by Plan to Do

  9. Do New Landowners have Different To-Do Lists? Comparing “Plan to Do” list of Bought 2009-2005 vs. Bought 2004-1995

  10. Where do Member’s Go for Information? Sources of Information by Ownership Type NNRG highly respected Non-profits look to non-profits Maybe private don’t know where to find PSP. PSP a leveraged opportunity Workshop for Public agencies?

  11. Distribution of Members by Current Age, N = 56

  12. Segmenting Our Membership by Ownership TypePublic Agencies, Private Owners, Non-Profit Organizations

  13. Management Plan - Segmenting attribute interest by Ownership Type There are differences in interest among different types of members

  14. Income Generation - Segmenting Attribute Interest by Ownership Type There are differences in interest among different ownership segments.

  15. Access to Forestry Information - Segmenting attribute interest by Ownership Type There are differences in interest among different ownership segments.

  16. How satisfied are you with the ecological quality of your forest land? No Public Agency has HIGH satisfaction with the ecological quality of their forest land.

  17. Some Suggestions Match primary pitch to market segment. BUT, every potential client has unique interests and all our programs will be the hot button for one member of the segment. The key, with Private forest owners, first talk values, not income.

  18. Some Suggestions • Find marketing opportunities for Leverage. If you have to move a rock that’s bigger than you are, you need: • A lever to multiple your force • friends to help you move it • Example, land trusts. • sell them on income opportunities • get them to help sign up members • Partnerships are an NNRG strength

  19. Problems yet to be solved • The degree to which a service business meets the needs of their customers determines its success. The best service businesses continually raise the bar by adding new benefits to their member/customer relationships. Innovation is a core business advantage for NNRG. Example - In the meeting Shelley and Mark had with the private lenders, they found them to be receptive. Is helping arrange financing a new opportunity? • Why is it so hard to say our mission statement? • How do you cut god? If members view trees are seen as spiritual beings, is itsurprisingthere is a resistance to logging? • We have too many brands.

  20. Problems yet to be solved • What we look like graphically is one of the ways people understand who we are, what we offer and how we could meet their needs. Are we giving the right message in light of the research? • Compare these two pieces of masthead newsletter art. What do they say? • Brand Imagery is an important part of telling our story

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