section 0903 voice of the customer spring 2013 survey harry b. rowe, june 2013

Section 0903Voice of the CustomerSpring 2013 Survey

Harry B. Rowe, June 2013

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.

Total Membership

Membership Change by Month

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.

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.)

Survey Results

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

Member Satisfaction

Likelihood to Renew

Likelihood to Recommend

Perceived Value

Conclusions

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

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.

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.

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

Section Touch Points

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.