The Scout-Driven BSA On-boarding for Voice of the Scout

1. The Scout-Driven BSAOn-boarding forVoice of the Scout

2. Agenda & Overview What is Voice of the Scout (VOS) Introduction to the Net Promoter VOS & the Journey to Excellence Using VOS as a Management Tool Getting Ready & Your Next Steps 2

3. What is the Voice of the Scout?

4. 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 • 18th Journey to Excellence criteria *The Net Promoter is a registered trademark of Satmetrix, Bain & Company, and Fred Reichheld.

5. What is VOS Success? To be Scout driven in all that we do.

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

7. Introduction to the Net Promoter Score

8. Thousands use NPS to Drive Growth Siemens IT: Identifies at-risk accounts, proactively addresses concerns resulting in revenue gains tw telecom: Reduced customer turnover by 27% in 2 years 1-800-Got-Junk: Went from $1M to $119M in sales in 7 years HP: Vendor performance rating increased 15% Zappos: Uses NPS every day *Examples and testimony given at the 2011 Net Promoter Score conference, Miami, Florida and Satmetrix Case Studies.

9. The one question you need to know How likely is it that you would recommend the Scouting program to other families and friends with Scout-aged boys? When members and volunteers recommend other people to BSA, they’re putting their reputation on the line. They will only take that risk if they are loyal.

10. 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) • Promoters (score 9–10) Loyal enthusiasts whose tendency would be to refer others and fuel growth. • Passives (score 7–8) Satisfied but unenthusiastic customers vulnerable to leavingto dedicating their time to something else. • Detractors (score 0–6) Unhappy customers who can impede growth through negative word-of-mouth, damaging the • Boy Scout brand.

11. CUSTOMERS Why use Net Promoter Score? • Proven methodology • Easy to use & understand • Easy to communicate • Action oriented • Simple for respondent • 1 Loyalty Question • 7 Driver Questions • Open comments

12. NPS + DRIVERS = Voice of the Scout Driver questions have been statistically validated so we understand What drives loyalty for each audience segment.* Cub Scout Parents Driver Questions Sample – Specific to each customer segment *Based on preliminary independent research done in Spring/Summer 2011

13. Overview of Preliminary Results Net Promoter Score by Segment Cubs Scouts Boy Scouts Venturers Cubs Scout Parents Youth Facing District/Council Charter Orgs. Boy Scout Parents 41% 45% 35% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 51% 51% 68% 63% 65% • Net Promoter Score data for the above segments was gathered from May through July 2011 with about 25,000 total respondents. • Data were collected via nationwide pretest as well as through 8 pilot councils: Alamo Area, Coronado Area, Dan Beard, Minsi Trails, Montana, National Capitol, Santa Clara, and Mecklenburg County.

14. VOS & Journey to Excellence

15. Council Journey to Excellence in 2012 Council VOS= JTE Bonus points in 2012. Bronze – 25 pts Gold – 200 pts Silver – 50 pts Opt In & On Boarding Net Promoter Score Email Address Saturation

16. District Journey to Excellence in 2012 District VOS= JTE Bonus points in 2012. Bronze – 25 pts Gold – 200 pts Silver – 50 pts Email Address Saturation Net Promoter Score Response Rate

17. Contact Info & Resources Going for GOLD: YOUR INTEGRATED TOOLSET

18. Using VOS as a Management Tool

19. Using VOS as a Management Tool RESPOND GATHER COMMUNICATE Take action Tell respondentsabout action taken Measure results • Email 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.

20. Gather Everyone’s Feedback Spring Cycle: April - May Fall Cycle: Sept. - Oct.

21. Communicate: VOS Alerts 2 9 7 Mia Thomson: Sam Sanchez: 9 8 Steve Fields: Tom Fender:

22. Communicate: Dashboard Home • HOME PAGE VIEW INCLUDES: • NPS Scores by Survey Segment • Verification of Response Rates • Verification of ScoutNET emails

23. Communicate: Year to Date Snapshot I can’t say enough about the experiences I have had as a volunteer, I love being a part of Scouting. >>>> Working with an amazing group of dedicated people, who always place the kids 1st. I give suggestions to make our meetings more effective, but nothing changes and meetings continue to be unorganized. >>>> My phone calls are never returned. More activities, less meeting please. >>>> While the training materials are plentiful, I don’t think it hits the mark on giving me tangible approaches into being a good volunteer. • YEAR TO DATE SCREEN INCLUDES: • Overall NPS Score • Current Comments • Supporting Question Averages

24. Communicate: Comparisons National Ranking • COMPARISON SCREEN INCLUDES: • Your National NPS Ranking • Top 10% Performers by Region

25. Respond: Council-wide action Realizing the Power of VOS!

26. Getting Ready & Your Next Steps

27. Next Steps for Councils • Listen, Learn, Act • Collect valid email addresses. • Train your registrars & staff. • Select VOS Champions.

28. Gather Valid Email Addresses • Pull PAS report if you want to calculate current email saturation rate. • Make sure parent email field is completed on all youth applications before they leave the School Night sign up location. • Ask for an email address on every event, camp and activity registration form where a name & phone number is requested.

29. Enter into ScoutNET • Require registrars to enter email information from all new applications and other sources into PAS promptly, it matters! • Consider providing data entry assistance from activity support staff members to enter email information from event registration flyers.

30. Acknowledge Roles & Select VOS Champions

31. Your VOS Timeline for 2012 Reminders in Monthly VOS Bulletin • OCT- Getting Ready: Complete Steps 1-4. • NOV- Completing Opt-In: Confirm your participation. • JAN- Staff Training: Have champions and staff view short whiteboard videos that will be posted on the JTE webpage for continued education on the program. • FEB- Start Promotion: Distribute promotional materials at all possible outlets, including physical locations such as Scout Shops. System Training: “The Mechanics of the VOS Survey Process & System” • MARCH- Launch: First surveys launch.Results Training: “Taking Action on the Results” • MAY- Completion of Spring Cycle: 6 week cycle is completed. Fall cycle starts in Sept.

32. Keys to a Successful VOS Program • Leadership commitment to sponsor all key actions needed • Valid email addresses for 60% or more of your member base • VOS Champions of 1 volunteer, 1 professional • Promote the program to encourage responses during Spring and Fall cycles • Staff capacity to follow up on requests during the survey cycles • Organizational commitment to take action on at minimum one major trend or smaller trends for each segment by reading the comments • Thank you to your members for the feedback and include clear action taken based on the VOS feedback

33. Contact Info & Resources Voice of the Scout Program Manager: Mike Watkins, Mission Impact, mike.watkins@scouting.org Voice of the Scout Program Administrator: JTE@scouting.org Download additional VOS resources including videos, articles, guides and the Executive Summary from the VOS pilot program are located at: http://www.scouting.org/scoutsource/Awards/JourneyToExcellence.aspx