MEMBER SATISFACTION SURVEYS

Darryll LindseySr. Marketing Specialist

WHY?Gather actionable market intelligence

Improve service Refine messages Assess effectiveness of energy efficiency programs Understand our members

Provide ACSI scores

Define trust/engagement

Key driver analysis

Member profile

Tenth Survey Project

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2016 – THE PROCESSI. Project Review & Development [100 days]

A. Planning, budgeting, reviewB. Request for ProposalsC. Website for member communications

II. Survey Development & Member Communications [40 days]A. Invitation lettersB. Data collection from co-opsC. Survey instrument development

III. Call Center Field Interviews [98 days]A. 12,750 completedB. ~30,000 member contacts

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2016 – THE PROCESSIV. Data Analysis [40 days]

V. Narrative Reports Developed for co-ops [37 days]

VI. Presentations Developed [21 days]

VII. Final Narrative Reports Developed [30 days]

VIII. Presentations

Total project duration: 58 weeks

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2016 – THE SURVEY31 questions in a basic survey; no charge

23 optional custom questions; $500 additional fee

Telephone survey – 12:30 in length

No incentive for member participation

Calls are made: Monday – Friday evenings until 8:30 PM Saturday until 5:00 PM No Sunday calls Holiday blackouts

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2016 – THE SURVEYCurrently:

Receiving invitation responses from co-ops Collecting member data Finalizing survey instrument, questionnaire

Member phone interviews ~ 11/2 3,000 completed interviews by 12/18 Remaining interviews by 2/28/16

Holiday blackouts for weeks of Thanksgiving Christmas New Year’s

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2016 – THE SURVEYReports for member co-ops

Starting in January (a few systems to meet annual meeting dates) Bulk in April/May timeframe

Project completion: June 1, 2016

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2013 PROJECT ACTIONSInvestigate trends since 2007

Study ACSI scores system wide

Formulate action plans

Develop strategic plan

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WHO ARE OUR MEMBERS?

Opinions expressed by 12,500 members contacted during Member Satisfaction Triennial Surveys

18-34 35-44 45-54 55-64 65+0%5%

10%15%20%25%30%35%40%

8% 12%21% 24%

35%

9%14%

22% 24%31%

Respondents Age in Years

AECI Respondents National Benchmark9

OVER HALF THINK THEY ARE JUST CUSTOMERS

Opinions expressed by 12,500 members contacted during Member Satisfaction Triennial Surveys

2007 2010 20130%

10%20%30%40%50%60%

23%

40% 36%30%

48% 51%45%

12% 13%

Identification

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MILLENNIALS THINK THEY ARE CUSTOMERS

18-34 35-44 45-54 55-64 65+0%

20%

40%

60%

80%

25% 28% 36% 41% 41%

70% 65%55% 48% 41%

5% 7% 9% 12% 18%

Identity – by age (2013 Member Satis-faction Survey)

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WHY CARE?

Member Identity Average of all members

Customer Identity8.00

8.20

8.40

8.60

8.80

9.00

9.20

9.18.8

8.5

Overall satisfaction by cooperative identity

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Discover the value of your co-op membership.

WHY SHOULD YOUR CO-OP CARE?

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Why should you care?

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Robert Edward

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A two-day and counting outageA high bill complaint

A collection callAn expensive reconstruction

Robert Edward

Who would be easier to talk to?

CORE MESSAGE

To build member awareness about the value of co-op membership.

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MISSION• Help you build member awareness

• Transform "customers" into "members"

• Multi-year time frame

• Directed by Member Service Advisory Committee

• Focus on millennial generation

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FOCUS ON MILLENNIAL GENERATION

•Millennials prioritize value

•Millennials expect instant information

•Millennials are more concerned about environment

•Millennials trust their peers, not large corporations

•Millennials share a feeling of disenchantment, entitlement

•Millennials consume large amounts of digital content

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KEY STAFF MESSAGES 1. Recognize the shift in member identity.

YOU ARE THE SOLUTION.

2. Discover the resources to help change the course of member identity.

3. Engage co-op employees to implement the initiative.

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Employee video training –

• First of two video programs

• Three and a half minutes long

• Highlights the importance of member identity and satisfaction

• Informs your staff where to find Members First resources

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New resources

To educate staff

Employee PowerPoint training –

• Introduces the Members First program to your staff

• Highlights the importance of member identity and satisfaction

• Will be updated quarterly

• Latest version 4.1

• Includes newest material available

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Updated resources

To educate staff

Members First Facebook page –

• Launched Sept. 18

• Goal to provide you an easy way to add content to your Facebook page

• Just add text (optional) and share to your page!

• Consistent message many asked for

• www.Facebook.com/MembersFirstCooperatives

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New resources

To educate members

One page template/fact sheet –

• Introduce the program to your members

• Distribute at annual meetings, farm and home shows and your front lobby

• Follows the same format of the website: It’s all you, Keep it local, Your money and Your safety

• Drops in your cooperative logo

• Will soon be available in Spanish

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New resources

To educate members

Future Farmers of America (FFA print ad) –

• Will run in the 2015-16 Missouri FFA winter issue

• Additional ads will be placed in the next 3 issues: spring, summer and fall

• Full page ad will be placed in the Oklahoma FFA spring issue

• All ads will be available soon on the members’ website

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New resources

To educate members

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What is your cooperative doing with Members First?

To educate your staff?

To educate your members?

Discover the value of your co-op membership.

Questions?