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Section 0903 Voice of the Customer Spring 2013 Survey Harry B. Rowe, June 2013

Explore findings from the ASQ member survey in Spring 2013, revealing satisfaction levels, loyalty metrics, and segment analysis for actionable improvements. Understand touch points' impact and identify key trends influencing member engagement and feedback.

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Section 0903 Voice of the Customer Spring 2013 Survey Harry B. Rowe, June 2013

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  1. Section 0903Voice of the CustomerSpring 2013 SurveyHarry B. Rowe, June 2013

  2. Context • Section membership continues to fall, albeit perhaps more slowly. • Membership at the end of June 2013 was 707. • Attendance at general meetings averages less than 6% of membership. • Average attendance in 2013 was 39.

  3. Total Membership

  4. Membership Change by Month

  5. Member Survey • Surveys were sent to 629 recipients, 561 paid and 68 unpaid. (Down from 643 in Fall 2012) • Received 90 complete and 14 partial responses. • Response rate was 14.3%, down marginally from 15.1% in 2012. • No unpaid members responded.

  6. Survey Results • Four major metrics for ASQ member satisfaction and loyalty: • Satisfaction • Likelihood to renew • Likelihood to recommend • Perceived value • Results are reported as “top-two box” score. (Proportion of recipients selecting one of the top two responses.)

  7. Survey Results • In viewing this information, remember that the 3 Sigma Margin of Error in a survey of this size is approximately +/- 15 points.

  8. Member Satisfaction

  9. Likelihood to Renew

  10. Likelihood to Recommend

  11. Perceived Value

  12. Conclusions • On the four metrics most important to ASQ, there was no statistically significant change.

  13. Conclusions • Only three identifiable segments were observed: • Those with 0-7 years in Quality were significantly less satisfied than those with more experience. • Those who attended one or more section meetings were significantly more satisfied than those who did not. • Persons holding certifications were significantly more likely to respond to the survey than those who do not.

  14. Conclusions • In the2011 Survey, respondents under 40 were significantly less satisfied than those 40 and over. • In the Fall 2012 survey, respondents under 50 were significantly less satisfied than those fifty and over. • In 2013 the Chi-Squared test does not reject independence for any age group.

  15. Section Touch Points • Members were also asked to rate their satisfaction with various section “touch points”: • Local Certification Exams • Outreach programs like Scholarships • Leadership development opportunities • General meetings • Web site • Certification refresher classes • LinkedIn group

  16. Section Touch Points

  17. Conclusions • While there were nominal improvements in most categories, most were within the margin of error. • Significant improvements were noted in leadership development and the web site. • A significant decline was noted in recertification classes.

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