Transcript Presentation VOS Phase 1 on Listening

The Scout-Driven BSA
On-boarding for
Voice of the Scout
1
Agenda & Overview
I.
II.
III.
IV.
V.
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
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What is the Voice of the Scout?
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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.
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What is VOS Success?
To be Scout driven in
all that we do.
Scout &
Volunteer
Retention
Scout &
Volunteer
Referrals
Membership
Growth
END RESULT:
Youth Market
Share Growth
Program
Satisfaction
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Who is the Voice of the Scout?
Parents
Boy Scout & Cub Scout Parents
Youth
Boy Scouts, Venturers, & Cub Scouts (via Parents)
Volunteers
Youth-facing & Council/District Volunteers
Chartered Organizations
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Introduction to the Net Promoter Score
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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
Zappos: Uses NPS every day
HP: Vendor performance rating
increased 15%
*Examples and testimony given at
the 2011 Net Promoter Score conference,
Miami, Florida and Satmetrix Case Studies.
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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.
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Net Promoter Score: Basic Components
i.e. N=100
10% NPS
(response rate)
(30 people chose 9-10)
Promoters (score 9–10)
Passives
30% promoters
(score 7–8)
Detractors (score 0–6)
20% detractors
(20 people chose 0-6)
Loyal enthusiasts whose tendency would be to refer others
and fuel growth.
Satisfied but unenthusiastic customers vulnerable to leaving
to dedicating their time to something else.
Unhappy customers who can impede growth through
negative word-of-mouth, damaging the
Boy Scout brand.
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CUSTOMERS
Why use Net Promoter Score?
•
•
•
•
Proven methodology
Easy to use & understand
Easy to communicate
Action oriented
Driver
Driver
Driver
Driver
•
•
•
•
Simple for respondent
1 Loyalty Question
7 Driver Questions
Open comments
Driver
Driver
Loyalty
(NPS)
Driver
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
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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
35%
0%
10%
20%
30%
41%
40%
45%
51% 51%
63% 65% 68%
50%
60%
70%
80%
90%
100%
• 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.
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VOS & Journey to Excellence
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Council Journey to Excellence in 2012
Council VOS= JTE Bonus points in 2012.
Bronze – 25 pts
Silver – 50 pts
Gold – 200 pts
Opt In & On Boarding
Email Address Saturation
Net Promoter Score
Commit to participate in the
Voice of the Scout program and
attend on-boarding training.
Achieve bronze requirements and
Achieve silver requirements and
have 60% of all registrants (youth
achieve an overall average Net
and adults) with email addresses
Promoter Score of 45%.
in ScoutNet.
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District Journey to Excellence in 2012
District VOS= JTE Bonus points in 2012.
Bronze – 25 pts
Silver – 50 pts
Gold – 200 pts
Email Address Saturation
Response Rate
Net Promoter Score
Have 60% of all registrants (youth Achieve bronze requirements and Achieve silver requirements and
and adults) with email addresses
have 15% of those surveyed
achieve an overall average Net
in ScoutNET.
actually respond.
Promoter Score of 45%.
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Contact
&: Resources
Going
for Info
GOLD
YOUR INTEGRATED TOOLSET
Evaluating
Performance
Taking
Action
Voice of the
Scout
MyCouncilPlan
Journey to
Excellence
Board Evaluation
Financial
Sustainability
Assessment
Assessing
Results
Continuous
Improvement
Process
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Using VOS as a Management Tool
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Using VOS as a Management Tool
GATHER
COMMUNICATE
RESPOND
Take action
Tell respondents
about action taken
Measure results
Email invitations sent
to people at maximum once
every six months.
Automatically view results in
the VOS Dashboard.
Report on results and action at
Staff, Commissioner and Board
Meetings, Roundtables, etc.
Monthly reports
available on MyBSA
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Gather Everyone’s Feedback
Spring Cycle: April - May
Fall Cycle: Sept. - Oct.
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Communicate: VOS Alerts
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7
Sam Sanchez:
9
8
Tom Fender:
2
Mia Thomson:
Steve Fields:
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Communicate: Dashboard Home
HOME PAGE VIEW INCLUDES:
• NPS Scores by Survey Segment
• Verification of Response Rates
• Verification of ScoutNET emails
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Communicate: Year to Date Snapshot
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.
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.
YEAR TO DATE SCREEN INCLUDES:
• Overall NPS Score
• Current Comments
• Supporting Question Averages
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Communicate: Comparisons
National
Ranking
COMPARISON SCREEN INCLUDES:
• Your National NPS Ranking
• Top 10% Performers by Region
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Respond: Council-wide action
Remind
everyone to
look for their
VOS invite
Communicate
action taken
back to the
units
(Close of cycle)
Take action on
experiences
that are high
loyalty drivers
(Close of cycle)
Realizing the
Power of
VOS!
Respond to
Service
Recovery
Notices
(Weekly)
Review openfield comments
(Monthly)
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Getting Ready & Your Next Steps
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Next Steps for Councils
1. Listen, Learn, Act
2. Collect valid email addresses.
3. Train your registrars & staff.
4. Select VOS Champions.
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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.
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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.
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Acknowledge Roles &
Select VOS Champions
ROLE
VOS Champion
(Volunteer)
VOS Champion
Primary Responsibilities
Sponsors the VOS Agenda Item. Knows the experiences reported
and how they are trending within the council.
(Professional)
Runs the program. Full understanding of key issues & implemented
solutions, tracks service recovery status, knows the ins and outs of
the whole program and understands how to read the data.
Scout Executive
Uses VOS results on a monthly basis with the Board and Staff.
District Executives
Collects insight on the status of the program at the unit level and
understands all VOS areas of excellence & need within his/her units.
Unit & District
Commissioners
Communicates the importance of obtaining members experience
and acting upon what can be done now.
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Your VOS Timeline for 2012
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.
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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
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Contact Info & Resources
Voice of the Scout Program Manager:
Mike Watkins, Mission Impact, [email protected]
Voice of the Scout Program Administrator: [email protected]
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
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