Market Probe Trust our experience ~ Discover our innovation ASQ 2009 Member Loyalty & Satisfaction...

Market ProbeTrust our experience ~ Discover our innovation

ASQ 2009 Member Loyalty & ASQ 2009 Member Loyalty & Satisfaction ReportSatisfaction Report

Presented by:

Market Probewww.marketprobe.com

April 2009


2

Table of ContentsTable of Contents

Introduction Page 3 Key Findings Page 6

Loyalty Rx® Model Page11

Components of Member Loyalty Page22 Linkage Between Member Satisfaction With Divisions/Sections

and Loyalty to ASQ Page36 Loyalty Ratings by Member Market Segment and

Length of Membership Page51 ASQ Member/Customer Comparisons Page56 Appendix A Page71 ASQ Satisfaction Ratings by Member Market Segment

ASQ Satisfaction Ratings by TenureASQ Member/Customer ComparisonsDistribution Curves

Appendix B Page 83Individual Learning and Loyalty to ASQ in Sections and Forums or Divisions

Appendix C Page85Loyalty Rx

® Case Study


3

IntroductionIntroduction


4

IntroductionIntroduction

ASQ has engaged Market Probe to conduct the 2009 ASQ Member Satisfaction and Loyalty Monitoring Program

ASQ and Market Probe envision three levels of survey development and administration:

Level I Global perspective of all ASQ Members

Level II Members’ experience with ASQ sections and forums or divisions

Level III Members’ evaluation of specific ASQ transactions The unique feature of this research is the ability to integrate Level II

and Level III results with Level I results

The focus of this report is on the major findings of the Level I and Level II surveys

A Customer survey was also administered to non-members. Customers are classified as respondents who are not ASQ members, but have used an ASQ service/product.


5

Research Methodology – FieldingResearch Methodology – Fielding

Fielding Methodology (Level I and Level II)

Self-administered questionnaire

Web-based survey for members providing e-mail addresses

U.S. mail survey for members providing only a mailing address or members who have requested not to receive e-mail communications

Level I Sample = 423 completed surveys for Members

Level II Sample = 1,942 completed surveys for Forums or Divisions

Level II Sample = 4,464 completed surveys for Sections

Customer Sample = 212 completed surveys


6

Key FindingsKey Findings


7

Member loyalty increased significantly from 2005 to 2006 and again from 2006 to 2009. The increase continues to be related to a shift in the proportion of members from the Positive to Loyal group since the proportion of members in the Hesitant and At Risk groups have been stable over the same period.

All five Loyalty Rx components posted significantly higher Top 2 Box ratings from 2006. In 2006, mean performance goals were established for ASQ in order to increase loyalty by five percentage points in the next 3-5 years. Four of the five components surpassed their performance goal, while only one fell just shy, but the final result was a significant increase of six percentage points in loyalty.

Loyalty increased six percentage points even though likelihood to recommend posted a similar rating compared to 2006 and likelihood to renew posted a significantly lower rating compared to 2006; however, overall satisfaction posted a significantly higher rating compared to 2006.

Overall satisfaction and likelihood to recommend are moderately correlated while overall satisfaction and likelihood to renew have a weak correlation.

Professional Resources is one of two most important Rx components related to improving loyalty, and its influence is even stronger when just focusing on improving overall satisfaction.

Overall satisfaction with ASQ Sections and overall satisfaction with ASQ Forums or Divisions have remained stable over the past three years.

Top Line SummaryTop Line Summary


8

1. ASQ offers useful courses and training for professional development in my field

2. ASQ membership fees are in line with the value it offers to me as a member

3. The costs of ASQ certification programs are in line with the value they offer to me as a member

4. Belonging to ASQ is an important part of my professional identity

5. ASQ provides information that makes me more productive

6. ASQ's forums/divisions provide valuable resources and support pertaining to specific industries and interests


(Continued)

There are several key points which ASQ will want to promote in the marketing materials to new or renewing members:


9

1. ASQ is the leading authority and voice of quality in today's world

2. ASQ is the world's most comprehensive and inclusive community of those interested in quality

3. ASQ is a critical resource I have used to improve my job performance

4. ASQ provides me with valuable ideas that have helped me and my employer

5. ASQ offers significant networking opportunities with other professionals in my field


(Continued)

By the same token, ASQ should try to promote the importance of the following areas:


10

Implications for Action PlanningImplications for Action Planning

The increase in loyalty was due to the increase in all pillar performance ratings. Members who attend meetings (division/forum or section) rated all pillars higher than members who did not attend meetings. A considerably smaller percentage of members attend division/forum meetings than attend section meetings. Members who attend division/forum meetings rated all pillars higher than members who attend section meetings; therefore, increasing attendance (division/forum first, then section) would help increase pillar performance, which ultimately drives loyalty.

Internal benchmarking is encouraged between Sections and Forums/Divisions. Set specific satisfaction targets for each Section and Forum/Division.

Develop a database of new initiatives and their impact on member feedback to be implemented by Sections, Forums/Divisions and the Corporation.

An integrated program does not require a common goal. It requires goals that reinforce each other, such as positive customer experiences, customer satisfaction, employee engagement and customer loyalty.


11

Loyalty RLoyalty Rxx®® Model Model


12

Loyalty RLoyalty Rxx®®: Interpretation: Interpretation

Loyalty Rx® is a resource allocation algorithm designed to determine

how the organization should invest its marketing efforts and resources to enhance member loyalty. It takes into account four considerations: the strength of association between the attributes and loyalty, the amount of improved performance that is possible on an attribute, the proportion of the customer base affected by the service attributes and the relative cost of improving performance on an attribute by one basis point on the performance scale.

The Loyalty Rx® model is based on the customer’s assessment of five

areas: Products, Pricing, Image, Professional Resources and Individual Learning. These areas are termed Loyalty Pillars.

The Loyalty Rx® model presented in this report indicates the current

loyalty rating from the 2009 Member Satisfaction and Loyalty Survey. It also indicates a three-year goal of increasing the current score by five percentage points. The colored boxes corresponding to each loyalty pillar (Products, Pricing, etc.) indicate the amount of improvement, calculated by the algorithm, needed from each pillar to bring about the desired increase in percentage points.


13

Loyalty RLoyalty Rxx®®: Expectations: Expectations

Organizations differ in terms of the length of time required between implementation of quality improvement efforts and increases in member loyalty ratings. Market Probe believes that a realistic goal for ASQ would be a five-point increase in the loyalty score over the next three years.


14

Loyalty RLoyalty Rxx®®: Explanation for Using : Explanation for Using

Top Two Box and Mean Rating Top Two Box and Mean Rating ScoresScores “Top Two Box” rating scores are defined by the two highest scores on

any given rating scale. For example, the Top Two Box score on a 10-point scale in which 10 is the most positive score, would be a “9” or “10.”

Top Two Box scores are important for the Loyalty Rx® analysis

because they are strongly related to the percentage of members who are classified as “loyal.”

Mean scores are also important because they reflect the whole distribution of ratings (e.g., from 1 to 10 on a 10-point scale). The proportion of members in the “loyal” category (i.e., “Top Two Box”) are important but not the only concern. For example, it is important to increase the proportion of members who are in the “positive” and reduce the proportion of members in the “hesitant” and “at risk” categories.


15

Loyalty will be defined as respondents who gave ASQ a rating of 9 or 10 (Top Two Box) on each of the three measures of loyalty:

Overall satisfaction with membership in ASQ

Likelihood of renewing ASQ membership

Likelihood of recommending ASQ membership to a business associate

Respondents were classified into four loyalty groups defined as follows:

Loyal: Top two ratings (9, 10) on all three loyalty questions.

Positive: Top four ratings (7 to 10) on all three loyalty questions except those already classified as “loyal.”

Hesitant: All who do not belong to any of the other three groups.

At Risk: Bottom five ratings (1 to 5) on all three loyalty

questions.

Loyalty Classification of ASQ MembersLoyalty Classification of ASQ Members


16

7%

29%

46%

18%

7%

29%

40%

24%

6%

29%

35%

30%*

0% 10% 20% 30% 40% 50%

At Risk

Hesitant

Positive

Loyal

2005 2006 2009

Loyalty Classification for Member Satisfaction and Loyalty Loyalty Classification for Member Satisfaction and Loyalty SurveySurvey

Loyalty Classification of MembersLoyalty Classification of Members

* Indicates a significant difference between 2006 and 2009 at the 95%

confidence level.

There was a statistically significant increase in the proportion of respondents who fell into the “loyal” classification in 2009 compared to 2006. This continues a positive trend from 2006.

The increase in the proportion of “loyal” members is due to respondents moving from the “positive” to “loyal” classification.

Loya

lty

Cla

ssifi

cati

on


17

ASQ Loyalty Attribute Ratings 2005 to 2009ASQ Loyalty Attribute Ratings 2005 to 2009

40%

63%

23%

46%

70%

28%

47%

64%*

35%*

Likely to RecommendASQ Membership

Likely to Renew ASQMembership

Overall Satisfaction withMembership in ASQ

2005 2006 2009

* Indicates a significant difference between 2006 and 2009 at the 95%

confidence level.

( Top 2 Box Percentages)


18

Top Two Box Percentage of Loyalty AttributesTop Two Box Percentage of Loyalty Attributes

Willingness to Recommend 47%

OverallSatisfaction 35%

Willing toRenew 64%

2%

30%

1%17%

Loyal

14% 1%

3%


19

ASQ ProductsASQ Products – Certification, Courses, Conferences.

PricingPricing – The cost of ASQ products and services (including membership) provide value.

ASQ ImageASQ Image – ASQ as the leading authority, most comprehensive community and best partner for those interested in quality.

Tools for Individual LearningTools for Individual Learning – ASQ as a general resource to improve on-the-job performance (includes Publications).

Professional ResourcesProfessional Resources – Networking and support provided by HQ, Sections and Forums or Divisions.

Components of the Loyalty RComponents of the Loyalty Rxx®® Model Model

ASQ has identified these five components as key drivers that will affect a member’s loyalty:


20

ASQ Products 5

Pricing 20

ASQ Image 50

Tools for Individual Learning 5

Professional Resources 5

The cost to ASQ for improving the quality of service for each attribute category is not equal. The following indicates the relative value of cost estimates for improving a basis point in perceived performance on loyalty pillars included in the Loyalty Rx

model:

Loyalty RLoyalty Rxx®®: Cost Assumptions: Cost Assumptions


21

Loyalty RLoyalty Rxx®®

Expected Improvement in Percentage of

Loyal Members

Key Drivers

Required Improvement

for Pillar Satisfaction

Percentage Point Increase

in Loyalty


22

Components ofComponents ofMember LoyaltyMember Loyalty


23

Components of Member LoyaltyComponents of Member Loyalty

This section presents a quadrant analysis for each of the components of the Loyalty Rx

® model.

There may be slight differences between the scores reported in the frequency/ percent tables in this section and the scores reflected in the quadrant graphs. The difference is due to the fact that some respondents included in the frequency/percent tables are eliminated in the quadrant graph analysis. Respondents included in the quadrant analysis must have answered all the attribute questions and the three loyalty questions.


24

Performance-Importance Analysis: IntroductionPerformance-Importance Analysis: Introduction

Explanation of Performance-Importance Quadrant Charts

FixHigh importance/low performance

Improve performance in these areas

RepositionLow importance/high performanceWatch for opportunities to leverage

strengths or transfer resources

MonitorLow importance/low performance

Items in this quadrant shouldbe monitored

ProtectHigh importance/high performanceLeverage attributes to ASQ’s benefit


25

ASQ Component Indices Quadrant AnalysisASQ Component Indices Quadrant Analysis

There was an improvement in performance on all five components in 2009 compared to 2006.

Note: Uppercase letters indicate 2009performance scores and lowercase letters indicate2006 performance scores. Importance scoresare from the 2009 survey.

Key

A. Product

B. Price

C. Image

D. Individual Learning

E. Resources

D

C

B

A

E

a

b

c

d

e

High

LowAbove AverageBelow Average

Performance

Impo

rtan

ce

RepositionMonitor

ProtectFix


26

ASQ Products ASQ Products (Q2, Q3, Q7)(Q2, Q3, Q7)

All three attributes of the ASQ Products component improved between 2006 and 2009.


a

C

B

A

b

c

High


Performance

Impo

rtan

ce

RepositionMonitor

ProtectFix Key

A. ASQ offers useful courses and training for professional development in my field

B. ASQ sponsors national and regional conferences that provide critical new knowledge for quality professionals

C. Participation in ASQ's certification program is valuable for my professional development


27

ASQ ProductsASQ Products

* Indicates a significant difference between 2006 and 2009 at the 95% confidence level.** Ratings based on a 10-point agreement scale with “10” meaning “Strongly Agree” and “1” meaning “Strongly Disagree.”

The Product Index enjoyed a statistically significant higher Top 2 Box rating in 2009 compared to 2006.

While all three product categories received positive performance ratings, courses and training received the highest mean score.

2009

2006

2005

ASQ Product Attributes**

Top 2 Box Rating

% Mean Rating

Top 2 Box Rating

% Mean Rating

Top 2 Box Rating

% Mean Rating

ASQ offers useful courses and training for professional development in my field.................................................................................................................. 43 7.79 38 7.71 35 7.60

ASQ sponsors national and regional conferences that provide critical new knowledge for quality professionals.......................................................................... 39* 7.64 33 7.49 28 7.32

Participation in ASQ’s certification program is valuable for my professional development................................................................................................................ 52* 7.62 42 7.40 40 7.38

Product Index 41* 7.67 35 7.50 28 7.46


28

Pricing Pricing (Q12, Q13, Q14, Q15)(Q12, Q13, Q14, Q15)


All four attributes of the ASQ Pricing component improved between 2006 and 2009.

D

C

B

Aa

b

c

d

High


Performance

Impo

rtan

ce

RepositionMonitor

ProtectFix Key

A. The costs of attending ASQ national or regional conferences are competitive considering the value they provide

B. The costs of ASQ courses, workshops and materials are competitive considering the value they provide

C. The costs of ASQ certification programs are in line with the value they offer to me as a member

D. ASQ membership fees are in line with the value it offers to me as a member


29

PricingPricing


Members are price-sensitive as indicated by the relatively lower ratings on pricing compared to the other components. However, the Pricing Index rating increased significantly since 2006.

2009

2006

2005

ASQ Pricing Attributes**

Top 2 Box Rating

% Mean Rating

Top 2 Box Rating

% Mean Rating

Top 2 Box Rating

% Mean Rating

The costs of attending ASQ national or regional conferences are competitive considering the value they provide.................................................................... 20* 6.19 14 5.87 12 5.88

The costs of ASQ courses, workshops and materials are competitive considering the value they provide........................................................................... 23* 6.54* 17 6.18 16 6.27

The costs of ASQ certification programs are in line with the value they offer me as a member.................................................................................................... 38* 7.20* 25 6.71 27 6.85

ASQ membership fees are in line with the value it offers to me as a member....................................................................................................................................... 36* 7.30* 29 6.96 25 6.74

Pricing Index 28* 6.80* 20 6.42 18 6.45


30

Image Image (Q16, Q17, Q18)(Q16, Q17, Q18)


All three Image attributes improved in performance between 2006 and 2009, indicating a positive improvement in members’ impression of ASQ.

a

C

B

A

b

c

High

Low

Above AverageBelow AveragePerformance

Impo

rtan

ce

RepositionMonitor

ProtectFix Key

A. ASQ is the leading authority and voice of quality in today's world

B. ASQ is the world's most comprehensive and inclusive community of those interested in quality

C. ASQ is an active partner with individuals and organizations in the pursuit of business performance excellence


31

ImageImage

* Indicates a significant difference 2006 and 2009 at the 95% confidence level.** Ratings based on a 10-point agreement scale with “10” meaning “Strongly Agree” and “1” meaning “Strongly Disagree.”

The Image Index enjoyed a statistically significant higher Top 2 Box rating in 2009 compared to 2006.

2009

2006

2005

ASQ Image Attributes**

Top 2 Box Rating

% Mean Rating

Top 2 Box Rating

% Mean Rating

Top 2 Box Rating

% Mean Rating

ASQ is the leading authority and voice of quality in today’s world................................................................................................................................................... 48* 7.97* 40 7.57 39 7.44

ASQ is the world’s most comprehensive and inclusive community of those interested in quality...................................................................................... 49* 7.98* 39 7.62 36 7.48

ASQ is an active partner with individuals and organizations in pursuit of business performance excellence................................................................................. 39* 7.53* 29 7.17 27 7.11

Image Index 45* 7.85* 35 7.43 32 7.34


32

Tools for Individual Learning Tools for Individual Learning (Q6, Q8 – Q11)(Q6, Q8 – Q11)


All five attributes of Individual Learning improved in performance between 2006 and 2009.

D

C

B

A

E

a

b

c

d

e

High


Performance

Impo

rtan

ce

RepositionMonitor

ProtectFix Key

A. ASQ publications, in general, are critical to my job and career growth

B. Belonging to ASQ is an important part of my professional identity

C. ASQ provides information that makes me more productive

D. ASQ is a critical resource I have used to improve my job performance

E. ASQ provides me with valuable ideas that have helped me and my employer


33

Tools for Individual LearningTools for Individual Learning


The Individual Learning Index Top 2 Box rating increased significantly between 2006 and 2009.

2009

2006

2005

ASQ Tools for Individual Learning Attributes**

Top 2 Box Rating

% Mean Rating

Top 2 Box Rating

% Mean Rating

Top 2 Box Rating

% Mean Rating

ASQ publications, in general, are critical to my job and career growth................................................................................................................................................. 28* 6.85* 16 6.26 15 6.11

Belonging to ASQ is an important part of my professional identity................................................................................................................................................ 48* 7.57 39 7.48 33 7.09

ASQ provides information that makes me more productive......................................................... 38* 7.41* 23 6.92 22 6.90

ASQ is a critical resource I have used to improve my job performance....................................................................................................................................... 39* 7.30* 23 6.71 23 6.68

ASQ provides me with valuable ideas that have helped me and my employer...................................................................................................................................... 36* 7.32* 20 6.78 21 6.72

Individual Learning Index 34* 7.30* 20 6.84 18 6.72


34

Professional Resources Professional Resources (Q1, Q4, Q5)(Q1, Q4, Q5)


Respondents’ perceptions of ASQ as a professional resource have improved between 2006 and 2009 on all three attributes.

a

C

B

A

b

c

High

Low

Above AverageBelow AveragePerformance

Impo

rtan

ce

RepositionMonitor

ProtectFix Key

A. ASQ offers significant networking opportunities with other professionals in my field

B. My ASQ section provides valuable resources and support for me as a professional at the local level

C. ASQ's forums/divisions provide valuable resources and support pertaining to specific industries and interests


35

Professional ResourcesProfessional Resources


There was a statistically significant increase in members’ rating of ASQ as a professional resource.

2009

2006

2005

ASQ Professional Resource Attributes**

Top 2 Box Rating

% Mean Rating

Top 2 Box Rating

% Mean Rating

Top 2 Box Rating

% Mean Rating

ASQ offers significant networking opportunities with other professionals in my field.................................................................................................................. 33* 7.22 25 6.99 20 6.79

My ASQ section provides valuable resources and support for me as a professional at the local level............................................................................................ 29* 6.81 23 6.65 20 6.48

ASQ’s forums or divisions provide valuable resources and support pertaining to specific industries and interests................................................................ 33* 7.19* 23 6.90 19 6.72

Professional Resource Index 30* 7.10* 20 6.82 17 6.68


36

Linkage BetweenLinkage BetweenMember Satisfaction WithMember Satisfaction With

Divisions/Sections andDivisions/Sections andLoyalty to ASQLoyalty to ASQ


37

Overall Satisfaction With Sections and Forum/DivisionOverall Satisfaction With Sections and Forum/Division

(Top 2 Box (Top 2 Box percentages)percentages)

* Indicates a significant difference between 2008 and 2009 at the 95% confidence level.


38

Satisfaction With Sections and Forum/DivisionSatisfaction With Sections and Forum/Division

High Forum/Division satisfaction continues to be related to high ASQ satisfaction.

74%

28%

11%

High Medium Low

69%

22%

9%

High Medium Low

Forum/Division Satisfaction Sectional Satisfaction

(76%) (57

%)

(6%)

(19%)

(29%)

(11%)

(2005 Ratings)

Chart Explanation: 75% of members who gave a high rating (9 or 10) on their satisfaction with their Forum/Division also gave Top Two Box ratings on their likelihood to renew, likelihood to recommend, and overall satisfaction with ASQ.

(74%)

(27%)

(11%)

(57%)

(21%)

(7%)

(2006 Ratings)


( 9,10 ) ( 7,8 ) ( 1-6 ) ( 7,8 ) ( 1-6 )( 9,10 )

(76%)

(30%)

(11%)

(71%)

(21%)

(2008 Ratings)

(10%)

2009 Ratings


39

Loyalty to ASQLoyalty to ASQ

49%38%

30%24% 24%

16%9% 11% 8%

86%

Forum/Division Learning Index: Learn new ideas Use ideas on job The ideas add value

Loyalty to ASQ by Decile Groups on Loyalty to ASQ by Decile Groups on the Learning Index for the Learning Index for Forum/DivisionForum/Division

Top 10% of Forum/Division Learning Index

Bottom 10% of Forum/Division Learning Index

n = 187= 7.95

xn = 187

= 9.33

xn = 191

= 7.13

xn = 173

= 6.49

xn = 232

= 5.88

xn = 73

= 5.33

xn = 303

= 4.85

xn = 146

= 3.76

xn = 274

= 2.51

xn = 142

= 1.11

x

The Forum/Division Learning Index was calculated and respondents were placed into 10 evenly distributed decile groups.

The Forum/Division Learning Index mean ( ) and sample n are below each decile group.

x


40

Satisfaction with Forum or DivisionSatisfaction with Forum or Division

Forum/Division Learning Index: Learn new ideas Use ideas on job The ideas add value

Satisfaction With Forum/Division on Satisfaction With Forum/Division on the Learning Indexthe Learning Index

The Forum/Division Learning Index was calculated and respondents were placed into 10 evenly distributed decile groups.

The Forum/Division Learning Index mean ( ) and sample n are below each decile group.

Top 10% of Forum/Division Learning Index

Bottom 10% of Forum/Division Learning Index

x


44%

24%

12% 10% 10% 7% 5% 2% 1%

83%

n = 187= 7.95

xn = 187

= 9.33

xn = 191

= 7.13

xn = 173

= 6.49

xn = 232

= 5.88

xn = 73

= 5.33

xn = 303

= 4.85

xn = 146

= 3.76

xn = 274

= 2.51

xn = 142

= 1.11

x


41


The Section Learning Index was calculated and respondents were placed into 10 evenly distributed decile groups.

The Section Learning Index mean ( ) and sample n are below each decile group.

Section Learning Index: Learn new ideas Use ideas on job The ideas add value

Loyalty to ASQ by Decile Groups on Loyalty to ASQ by Decile Groups on the Learning Index for Sectionsthe Learning Index for Sections

Top 10% of Section Learning Index

Bottom 10% of Section Learning Index

x

57%

39%29%

19% 20%14% 13% 10% 9%

76%

n = 429= 7.99

xn = 468

= 9.40

xn = 462

= 7.12

xn = 298

= 6.50

xn = 586

= 5.77

xn = 497

= 5.00

xn = 384

= 4.23

xn = 383

= 3.17

xn = 442

= 2.15

xn = 406

= 1.07

x


42

Satisfaction with SectionSatisfaction with Section

The Section Learning Index was calculated and respondents were placed into 10 evenly distributed decile groups.

The Section Learning Index mean ( ) and sample n are below each decile group.

Section Learning Index: Learn new ideas Use ideas on job The ideas add value

Satisfaction With Sections on the Satisfaction With Sections on the Learning Index for SectionsLearning Index for Sections

Top 10% of Section Learning Index

Bottom 10% of Section Learning Index


x


61%

36%

24%14% 11% 7% 4% 3% 3%

85%

n = 429= 7.99

xn = 468

= 9.40

xn = 462

= 7.12

xn = 298

= 6.50

xn = 586

= 5.77

xn = 497

= 5.00

xn = 384

= 4.23

xn = 383

= 3.17

xn = 442

= 2.15

xn = 406

= 1.07

x


43


The All Member Learning Index was calculated and respondents were placed into 10 evenly distributed decile groups.

The All Member Learning Index mean ( ) and sample n are below each decile group.

All Member Learning Index: Learn new ideas Use ideas on job The ideas add value

Loyalty to ASQ by Decile Groups on Loyalty to ASQ by Decile Groups on the Learning Index for All ASQ the Learning Index for All ASQ MembersMembers

Top 10% of All Member Learning Index

Bottom 10% of All Member Learning Index

x

64%73%

35% 33%

7%

26%

6% 6%0%

81%

n = 33= 9.09

xn = 37

= 9.93

xn = 33

= 8.46

xn = 55

= 7.87

xn = 24

= 7.33

xn = 44

= 6.87

xn = 35

= 6.08

xn = 35

= 5.51

xn = 50

= 4.66

xn = 37

= 2.28

x


44

Satisfaction with MembershipSatisfaction with Membership

The All Member Learning Index was calculated and respondents were placed into 10 evenly distributed decile groups.

The All Member Learning Index mean ( ) and sample n are below each decile group.

All Member Learning Index: Learn new ideas Use ideas on job The ideas add value

Satisfaction with ASQ by Decile Satisfaction with ASQ by Decile Groups on the Learning Index for Groups on the Learning Index for All ASQ MembersAll ASQ Members

Top 10% of All Member Learning Index

Bottom 10% of All Member Learning Index


x

70%79%

42% 42%

11%

26%

0%10%

5%

89%

n = 33= 9.09

xn = 37

= 9.93

xn = 33

= 8.46

xn = 55

= 7.87

xn = 24

= 7.33

xn = 44

= 6.87

xn = 35

= 6.08

xn = 35

= 5.51

xn = 50=

4.66x

n = 37= 2.28

x


45

Individual Forum/Division Individual Forum/Division Satisfaction and Loyalty to ASQSatisfaction and Loyalty to ASQ


*Results should be interpreted with caution because sample n is under 30** Top two rating (9,10) on all three loyalty questions

Forum/ Division ID

Sample n

Overall Satisfaction

Forum/ Division (Q16)

ASQ Membership Experience

(Q18)

Continue ASQ

Membership (Q19)

ASQ Loyalty Rating**

Individual Learning

Component Forum/ Division

22 Six Sigma Forum 185 21 22 22 36 20 5 Chemical and Process Industries 30 17 13 13 36 12 6 Customer-Supplier 31 23 26 26 32 13 25 Team and Workplace Excellence* 23 22 30 30 32 29 19 Quality Management 480 21 20 24 32 22 4 Biomedical 78 22 21 22 31 21 2 Automotive 103 27 19 21 31 15 11 Food, Drug and Cosmetic 82 22 20 18 31 11 7 Design and Construction* 18 17 28 28 29 22 13 Healthcare 71 13 23 21 29 17 21 Service Quality 42 22 17 20 29 12 20 Reliability 40 18 15 15 28 10 16 Lean Enterprise 74 10 19 16 27 14 24 Statistics 87 22 31 31 27 25 1 Audit 233 18 21 24 27 20 17 Measurement Quality 37 17 19 31 24 24 8 Education* 24 30 30 35 24 18 3 Aviation, Space and Defense 69 9 12 16 24 9 9 Electronics and Communication* 21 19 19 24 22 24 14 Human Development and Leadership* 29 10 14 14 21 7 15 Inspection 62 16 19 21 19 12 23 Software 70 17 20 19 14 15 12 Government* 26 23 20 19 14 15 10 Energy and Environmental* 24 21 17 13 5 8 18 Product Safety and Liability* 3 0 0 0 0 0


46

(Mean Score)(Mean Score)

Individual Forum/Division Individual Forum/Division Satisfaction and Loyalty to ASQSatisfaction and Loyalty to ASQ

*Results should be interpreted with caution because sample n is under 30** Top two rating (9,10) on all three loyalty questions*** Top two box percentage of the Individual Learning component

Forum/ Division ID Sample

n


Forum/ Division (Q16)


(Q18)

Continue ASQ

Membership (Q19)

ASQ Loyalty Rating**

***Individual Learning

Component Forum/ Division

22 Six Sigma Forum 185 6.58 6.37 6.19 36 20 5 Chemical and Process Industries 30 6.03 5.50 5.50 36 12 6 Customer-Supplier 31 6.23 5.94 5.77 32 13 25 Team and Workplace Excellence* 23 6.22 6.35 6.35 32 29 19 Quality Management 480 6.77 6.49 6.49 32 22 4 Biomedical 78 6.72 6.35 6.18 31 21 2 Automotive 103 6.79 6.29 6.21 31 15 11 Food, Drug and Cosmetic 82 6.38 6.00 5.96 31 11 7 Design and Construction* 18 5.61 5.67 6.17 29 22 13 Healthcare 71 6.28 6.10 6.23 29 17 21 Service Quality 42 6.29 6.07 6.27 29 12 20 Reliability 40 5.90 6.00 6.03 28 10 16 Lean Enterprise 74 6.29 6.15 6.14 27 14 24 Statistics 87 6.86 6.78 6.66 27 25 1 Audit 233 6.77 6.63 6.60 27 20 17 Measurement Quality 37 6.31 6.19 6.42 24 24 8 Education* 24 7.04 6.87 6.91 24 18 3 Aviation, Space and Defense 69 6.25 5.84 5.84 24 9 9 Electronics and Communication* 21 6.38 5.38 5.67 22 24 14 Human Development and Leadership* 29 5.38 5.21 5.28 21 7 15 Inspection 62 6.28 6.31 6.32 19 12 23 Software 70 6.20 6.03 5.78 14 15 12 Government* 26 6.12 6.12 5.73 14 15 10 Energy and Environmental* 24 6.46 6.17 5.96 5 8 18 Product Safety and Liability* 3 6.00 5.33 5.33 0 0


47

Individual Section Satisfaction and Loyalty to ASQIndividual Section Satisfaction and Loyalty to ASQ(Top 2 Box (Top 2 Box

percentages)percentages)

* Top two rating (9,10) on all three loyalty questions


48

Individual Section Satisfaction and Loyalty to ASQIndividual Section Satisfaction and Loyalty to ASQ(Top 2 Box (Top 2 Box

percentages)percentages)

* Top two rating (9,10) on all three loyalty questions


49

Individual Section Satisfaction and Loyalty to ASQIndividual Section Satisfaction and Loyalty to ASQ(Mean Score)(Mean Score)

* Top two rating (9,10) on all three loyalty questions** Top two box percentage of the Individual Learning component

Section ID Sample

n


Section (Q12)


(Q14)

Continue ASQ

Membership (Q15)

ASQ Loyalty Rating*

**Individual Learning

Component Section

Greater Fort Worth (1416) 66 9.17 9.23 9.05 64 64 Dayton (909) 36 8.44 7.89 7.80 47 35 San Diego (703) 35 7.14 7.20 7.34 46 26 Akron-Canton (810) 33 7.97 7.55 7.76 44 21 Orange Empire (701) 45 7.96 7.39 7.50 42 29 Raleigh (1113) 62 7.90 7.61 7.61 42 18 Washington D.C. (509) 30 6.90 6.10 6.29 41 19 Northeastern Illinois (1212) 39 7.44 7.23 7.18 41 15 Rhode Island (107) 32 8.06 7.91 7.84 41 34 Charlotte (1110) 53 7.70 6.91 6.57 40 21 Indianapolis (903) 52 6.88 6.23 6.38 38 15 Greater Atlanta (1502) 51 6.33 5.92 5.88 36 24 Chicago (1201) 62 7.47 6.92 6.84 34 19 Phoenix (704) 31 6.97 6.60 6.90 32 17 Portland (607) 42 6.83 6.00 6.02 31 13 Kansas City (1301) 46 7.11 6.80 6.70 28 13 Seattle (606) 66 7.15 6.45 6.61 28 13 Dallas (1402) 47 6.89 6.66 6.57 28 6 State University of Iowa (1303) 40 6.35 5.55 6.10 28 5 Cincinatti (900) 41 7.39 6.27 6.29 27 15


50

Individual Section Satisfaction and Loyalty to ASQIndividual Section Satisfaction and Loyalty to ASQ(Mean Score)(Mean Score)

* Top two rating (9,10) on all three loyalty questions** Top two box percentage of the Individual Learning component

Section ID Sample

n


Section (Q12)


(Q14)

Continue ASQ Membership

(Q15) ASQ Loyalty

Rating*

**Individual Learning

Component Section

Grand Rapids (1001) 38 7.38 7.00 7.11 26 24 Madison (1217) 38 6.66 6.47 6.47 26 11 Princeton (307) 58 6.86 6.53 6.41 26 7 Philadelphia (505) 44 6.73 6.23 6.09 25 14 Greater Detroit (1000) 63 6.97 6.37 6.37 25 15 Silicon Valley (613) 53 7.60 6.72 6.89 25 16 Hiawatha: Owatonna (1214) 54 7.22 6.46 6.28 25 15 Winnebago (1206) 37 7.00 6.05 6.27 24 14 Milwaukee (1202) 67 7.00 6.49 6.55 24 14 International Chapter (2500) 188 5.20 4.78 4.90 24 15 San Fernando Valley (706) 50 6.72 6.34 6.62 24 17 Pittsburgh (802) 44 7.30 6.61 6.52 24 14 St. Louis (1304) 44 6.88 6.05 6.16 24 14 Central Iowa (1308) 30 5.45 5.10 4.97 23 4 eSection (2900) 100 5.44 5.01 5.09 22 18 Brasil San Paolo (6100) 44 5.73 5.23 5.59 21 7 Boston (100) 38 5.92 5.76 5.95 21 14 Cleveland (801) 50 7.20 6.72 6.74 20 24 Northern Virginia (511) 36 5.47 4.94 5.03 19 6 Toronto (402) 79 6.13 5.66 5.71 19 8 Minnesota (1203) 155 6.87 6.17 6.05 19 13 Baltimore (502) 32 6.97 6.53 6.31 19 13 Greater Houston (1405) 48 6.69 6.17 6.31 19 10 Lehigh Valley (500) 33 6.85 6.38 6.18 12 6


51

Loyalty Ratings byLoyalty Ratings byMember Market SegmentMember Market Segment & Length of Membership& Length of Membership


52

ASQ Loyalty Ratings by Member Market SegmentASQ Loyalty Ratings by Member Market Segment

* Upper case letters (A, B, C, D, E, F or G) attached to the percentages mean that the percentage is significantly different from the percentage(s) in the column(s) indicated.** Ratings based on a 10-point scale with “10” meaning most positive and “1” meaning least positive.

The Healthcare market segment’s loyalty ratings are the lowest of all the market segments.

2009 Top 2 Box Ratings*

Loyalty Attributes** All

Members Manufacturing

(A) Services

(B) Healthcare

(C) Education

(D) Government

(E) International

(F) Other (G)

Overall satisfaction with ASQ membership................................ 35 38C 34 22 39 34 31 46 C

Likelihood of renewing ASQ membership.................................. 64 74F 67 F 63 67 60 47 67 F

Likelihood of recommending ASQ membership to a business associate......................................................................... 47 48 47 46 42 46 40 60 F

ASQ Loyalty Rating.......................................................... 30 32C 30 19 30 31 25 40 C


53

ASQ Satisfaction Ratings by Member ASQ Satisfaction Ratings by Member Market Segment: Attribute IndicesMarket Segment: Attribute Indices

* Upper case letters (A, B, C, D, E, F or G) attached to the percentages mean that the percentage is significantly different from the percentage(s) in the column(s) indicated.** Ratings based on a 10-point scale with “10” meaning most positive and “1” meaning least positive.

*** Indicates a significant difference between 2006 and 2009 at the 95% confidence level.

Among the seven market segments, the Healthcare segment reported the lowest ratings on Individual Learning and Professional Resource indices.

The Other segment gave the highest ratings on all five indices.


54

ASQ Loyalty Ratings by TenureASQ Loyalty Ratings by Tenure

* Upper case letters (A, B, C or D) attached to the percentages mean that the percentage is significantly different from the percentage(s) in the column(s) indicated.** Ratings based on a 10-point scale with “10” meaning most positive and “1” meaning least positive.

There were no statistically significant differences in loyalty ratings by length of membership except for “Likelihood of renewing ASQ membership.” On this measure, the “5-10 years” and “11 years or more” categories were significantly higher than the “1-4 years” and the “Less than 1 year” tenure groups.


Loyalty Attributes** All

Members

Less Than 1 Year (A)

1-4 Years (B)

5-10 Years (C)

11 Years or More (D)

Overall satisfaction with ASQ membership............................................ 35 31 28 40 39

Likelihood of renewing ASQ membership.............................................. 64 53 55 74AB 70 AB

Likelihood of recommending ASQ membership to a business associate..................................................................................................... 47 43 46 49 48

ASQ Loyalty Rating..................................................................... 30 27 26 35 31


55

ASQ Indices by TenureASQ Indices by Tenure

* Upper case letters (A, B,C or D) attached to the percentages mean that the percentage is significantly different from the percentage(s) in the column(s) indicated.** Ratings based on a 10-point scale with “10” meaning most positive and “1” meaning least positive.

*** Indicates a significant difference between 2006 and 2009 at the 95% confidence level.

The “Less than 1 year” tenure group gave a significantly higher Top 2 Box rating for the Product Index compared to the “1-4 years” tenure group.


Indices** 2005 All

Members 2006 All

Members 2009 All

Members

Less than 1 Year (A)

1-4 Years (B)

5-10 Years (C)


Product Index.............................................................................................. 28 35 41*** 55B 35 43 41

Pricing Index................................................................................................ 18 20 28*** 30 23 34 27

Image Index................................................................................................. 32 35 45*** 51 39 49 46

Tools for Individual Learning Index........................................................ 18 20 34*** 31 30 39 36

Professional Resources Index.................................................................... 17 20 30*** 38 23 34 32


56

ASQ Member/CustomerASQ Member/CustomerComparisonsComparisons


57

ASQ Member/Customer Comparisons:ASQ Member/Customer Comparisons:ASQ ProductsASQ Products

* Indicates a significant difference at the 95% confidence level between 2009 Member and Customer.** Ratings based on a 10-point agreement scale with “10” meaning “Strongly Agree” and “1” meaning “Strongly Disagree.”

Members rated ASQ products higher than customers, with “Participation in ASQ’s certification program is valuable for my professional development” being significantly higher.

2009 Member 2009 Customer

ASQ Product Attributes**

Top 2 Box Rating

% Mean Rating

Top 2 Box Rating

% Mean Rating

ASQ offers useful courses and training for professional development in my field................................................................................................................... 43 7.79 38 7.63

ASQ sponsors national and regional conferences that provide critical new knowledge for quality professionals.......................................................................... 39 7.64 33 7.43

Participation in ASQ’s certification program is valuable for my professional development................................................................................................................ 52* 7.62 41 7.46


58

ASQ Member/Customer Comparisons:ASQ Member/Customer Comparisons:PricingPricing


Members, compared to customers, were significantly more likely to agree that “The costs of ASQ certification programs are in line with the value they offer me” and “The costs of ASQ courses, workshops and materials are competitive considering the value they provide.”


ASQ Pricing Attributes**

Top 2 Box Rating

% Mean Rating

Top 2 Box Rating

% Mean Rating

The costs of attending ASQ national or regional conferences are competitive considering the value they provide............................................................................ 20 6.19 15 5.72

The costs of ASQ courses, workshops and materials are competitive considering the value they provide............................................................................ 23 6.54* 18 6.10

The costs of ASQ certification programs are in line with the value they offer me as a member............................................................................................................... 38* 7.20* 26 6.47

ASQ membership fees are in line with the value it offers to me as a member............................................................................................................................................... 36 7.30 NA NA


59

ASQ Member/Customer Comparisons:ASQ Member/Customer Comparisons:ImageImage


There are no statistically significant differences in respondent ratings of the image attributes.


ASQ Image Attributes**

Top 2 Box Rating

% Mean Rating

Top 2 Box Rating

% Mean Rating

ASQ is the leading authority and voice of quality in today’s world............................................... 48 7.97 49 7.72

ASQ is the world’s most comprehensive and inclusive community of those interested in quality............................................................................................................ 49 7.98 48 7.71

ASQ is an active partner with individuals and organizations in pursuit of business performance excellence.................................................................................. 39 7.53 40 7.39


60

ASQ Member/Customer Comparisons:ASQ Member/Customer Comparisons:Tools for Individual LearningTools for Individual Learning


Members tend to be more satisfied than customers with ASQ’s tools for individual learning.


ASQ Tools for Individual Learning Attributes**

Top 2 Box Rating

% Mean Rating

Top 2 Box Rating

% Mean Rating

ASQ publications, in general, are critical to my job and career growth................................................................................................................................................. 28* 6.85 20 6.45

Belonging to ASQ is an important part of my professional identity............................................. 48 7.57 NA NA

ASQ provides information that makes me more productive......................................................... 38 7.41 31 7.12

ASQ is a critical resource I have used to improve my job performance....................................................................................................................................... 39* 7.30* 28 6.78

ASQ provides me with valuable ideas that have helped me and my employer.............................................................................................................................................. 36* 7.32* 27 6.81


61

ASQ Member/Customer Comparisons:ASQ Member/Customer Comparisons:Professional ResourcesProfessional Resources


On the one attribute for which a comparison was possible, members gave significantly higher ratings than customers on professional resources.


ASQ Professional Resource Attributes**

Top 2 Box Rating

% Mean Rating

Top 2 Box Rating

% Mean Rating

ASQ offers significant networking opportunities with other professionals in my field................................................................................................................... 33* 7.22* 23 6.59

My ASQ section provides valuable resources and support for me as a professional at the local level................................................................................................... 29 6.81 NA NA

ASQ’s forums or divisions provide valuable resources and support pertaining to specific industries and interests................................................................................ 33 7.19 NA NA


62

ASQ Member/Customer Comparisons:ASQ Member/Customer Comparisons:Overall Satisfaction with ASQOverall Satisfaction with ASQ

* Indicates a significant difference at the 95% confidence level between 2009 Member and Customer.** Ratings based on a 10-point scale with “10” meaning most positive and “1” meaning least positive.

There was no significant difference between members and customers in terms of their likelihood to purchase products or services from ASQ.


Question**

Top 2 Box Rating

% Mean Rating

Top 2 Box Rating

% Mean Rating

Overall satisfaction with ASQ............................................................................................................. NA NA 25 7.07

How likely are you to purchase products or services from ASQ in the next 12 months............................................................................................................................ 27 6.71 25 6.40


63

ASQ Member/Customer Comparisons:ASQ Member/Customer Comparisons:ASQ ActivitiesASQ Activities

* Indicates a significant difference at the 95% confidence level between 2009 Member and Customer.** Percentage answering “Yes.”

Of the six types of ASQ activities mentioned, customers are more likely than members to participate in three of them.

PERCENT “YES”

ASQ Activity in Last 12 Months** 2009 Member

% 2009 Customer

%

Attend ASQ conference/ convention................................................................................................ 17 12

Attend ASQ training course................................................................................................................ 12 22*

Purchase ASQ books/ publications.................................................................................................... 51 55

Request information/ purchase on ASQ Web site........................................................................... 47 60*

Sat for one or more ASQ certification exams.................................................................................. 15 15

Contact ASQ headquarters.................................................................................................................. 30 24


64

Customer Satisfaction with ASQ ActivitiesCustomer Satisfaction with ASQ Activities

** Ratings based on a 10-point satisfaction scale with “10” meaning “Very Satisfied” and “1” meaning “Very Dissatisfied.”

Customers gave their highest mean satisfaction ratings to the ASQ training course and ASQ books/publications.

SATISFACTION RATINGS 2009 Customer

ASQ Activity in the Last 12 Months**

Percent Utilizing

2009 Customer

Top 2 Box Rating

% Mean Rating

ASQ conference/convention............................................................................................................. 12 44 7.48

ASQ training course............................................................................................................................. 22 49 8.17

ASQ books/ publications..................................................................................................................... 55 44 7.93

ASQ Web site........................................................................................................................................ 60 32 7.53

ASQ certification exams...................................................................................................................... 15 29 7.35

Contact ASQ headquarters................................................................................................................. 24 45 7.31


65

ASQ Member Satisfaction with ASQ ActivitiesASQ Member Satisfaction with ASQ Activities

** Ratings based on a 10-point satisfaction scale with “10” meaning “Very Satisfied” and “1” meaning “Very Dissatisfied.”

ASQ members gave their highest mean satisfaction ratings to ASQ books/publications, the ASQ training course and Contact ASQ headquarters.

SATISFACTION RATINGS 2009 Member

ASQ Activity in the Last 12 Months**

Percent Utilizing

2009 Member

Top 2 Box Rating

% Mean Rating

ASQ conference/convention.............................................................................................................. 17 42 7.81

ASQ training course............................................................................................................................. 12 50 8.18

ASQ books/ publications..................................................................................................................... 51 42 8.23

ASQ Web site........................................................................................................................................ 47 39 8.04

ASQ certification exams...................................................................................................................... 15 49 8.08

Contact ASQ headquarters.................................................................................................................. 30 53 8.17


66

ASQ Member/Customer Comparisons:ASQ Member/Customer Comparisons:Applying Knowledge from ASQ Events/Publications and ResourcesApplying Knowledge from ASQ Events/Publications and Resources

* Indicates significant difference at the 95% confidence interval between 2009 Member and Customer.** Ratings based on a 10-point satisfaction scale with “10” meaning “Strongly Agree” and “1” meaning “Strongly Disagree.”

Members are more likely than customers to report learning new ideas from ASQ events/publications and resources that were relevant to their jobs.

AGREEMENT RATINGS 2009 Member 2009 Customer

Attributes**

Top 2 Box

Rating % Mean Rating

Top 2 Box

Rating % Mean Rating

I frequently learned new ideas that were relevant to my job.......................................................... 28 7.10* 23 6.67

I frequently used the new ideas on my job....................................................................................... 22 6.65 20 6.32

The new ideas I used on my job frequently resulted in a noticeable benefit or value creation...................................................................................................................... 20 6.45 19 6.04


67

ASQ Customer Satisfaction Survey:ASQ Customer Satisfaction Survey:Customer Association MembershipsCustomer Association Memberships

Only 30% of customers belong to a professional association that focuses on quality issues.

Of the customers who do belong to a quality-oriented association, only small percentages belong to ASQ’s four “peer” societies.

Due to multiple responses, percentages may add up to more than 100%.

n=51Associations Percentage

ASTD...................................................................................................................................................... 4

IEEE....................................................................................................................................................... 8

SME......................................................................................................................................................... 6

IHI........................................................................................................................................................... 4

Other....................................................................................................................................................... 88


68

ASQ Customer Satisfaction Survey:ASQ Customer Satisfaction Survey:Former ASQ MembersFormer ASQ Members

Forty-six percent of the customer respondents were former members of ASQ.

Reasons for discontinuing membership:

“Other reasons” focus on a wide variety of issues, including cost and not realizing they weren’t still a member.

Sixteen percent of former members indicated a high likelihood of joining ASQ again (scoring “9” or “10” on a 10-point scale in which “10” means “very likely”).

Due to multiple responses, percentages may add up to more than 100%.

n=89

Reason Percentage

Did not receive the expected value to justify the cost of membership....................................................................................................................................... 38

Employer no longer pays my membership dues.............................................................................. 38

No longer in the quality profession................................................................................................... 2

Retired.................................................................................................................................................... 8

Unemployed................................................................................................... 20

Other reasons........................................................................................................................................ 18


69

ASQ Customer Satisfaction Survey:ASQ Customer Satisfaction Survey:Customers Who Have Never Been MembersCustomers Who Have Never Been Members

Among customers who have never been members of ASQ, 75% have considered membership.

Things that would encourage those considering membership to actually join: Lower the costs of membership

Different levels of membership and resulting fees

Encourage employers to cover the costs of membership

Provide information and services that are applicable to my job

Training

Certifications

Networking

More material regarding advantages of membership


70

Among customers who have never been members, 25% have never considered ASQ membership. Their reasons for not considering membership:

Quality is not the primary area of their job and only need a small part of what ASQ offers

The costs of membership are too high

Currently a member of a different organization

ASQ Customer Satisfaction Survey:ASQ Customer Satisfaction Survey:Customers Who Have Never Been MembersCustomers Who Have Never Been Members


71

Appendix AAppendix A


72

ASQ Satisfaction Ratings by Member MarketASQ Satisfaction Ratings by Member MarketSegment: ASQ ProductsSegment: ASQ Products

* Upper case letters (A, B, C, D, E, F or G) attached to the percentages mean that the percentage is significantly different from the percentage(s) in the column(s) indicated.** Ratings based on a 10-point agreement scale with “10” meaning “Strongly Agree” and “1” meaning “Strongly Disagree.”

Top 2 Box Ratings*

ASQ Product Attributes** All


(A) Services

(B) Healthcare

(C) Education

(D) Government

(E) International

(F) Other (G)

ASQ offers useful courses and training for professional development in my field............................................................. 43 45 47 36 48 35 38 47

ASQ sponsors national and regional conferences that provide critical new knowledge for quality professionals...... 39 37 43 33 48 38 31 47

Participation in ASQ’s certification program is valuable for my professional development.................................................... 52 59DF 50 52 30 47 42 65 DF

Product Index 41 45 45 36 33 38 36 46


73

ASQ Satisfaction Ratings by Member MarketASQ Satisfaction Ratings by Member MarketSegment: PricingSegment: Pricing


Top 2 Box Ratings*

ASQ PricingAttributes** All


(A) Services

(B) Healthcare

(C) Education

(D) Government

(E) International

(F) Other (G)

The costs of attending ASQ national or regional conferences are competitive considering the value they provide........................................................................................... 20 13 29A 22 23 16 15 25

The costs of ASQ courses, workshops and materials are competitive considering the value they provide...................... 23 20 30E 20 30 14 21 25

The costs of ASQ certification programs are in line with the value they offer me as a member........................................ 38 36 43 39 29 38 33 45

ASQ membership fees are in line with the value it offers to me as a member........................................................................... 36 31 38 38 38 26 32 46 E

Pricing Index 28 24 30 27 30 24 25 37


74

ASQ Satisfaction Ratings by Member MarketASQ Satisfaction Ratings by Member MarketSegment: ImageSegment: Image


Top 2 Box Ratings*

ASQ Image Attributes** All


(A) Services

(B) Healthcare

(C) Education

(D) Government

(E) International

(F) Other (G)

ASQ is the leading authority and voice of quality in today’s world.............................................................................................. 48 53 43 40 53 52 39 59CF

ASQ is the world’s most comprehensive and inclusive community of those interested in quality................................. 49 48 47 43 55 50 42 65ABCF

ASQ is an active partner with individuals and organizations in pursuit of business performance excellence........................ 39 38 36 32 50F 47 29 52CF

Image Index 45 44 39 42 55 45 37 58BF


75

ASQ Satisfaction Ratings by Member MarketASQ Satisfaction Ratings by Member MarketSegment: Tools for Individual LearningSegment: Tools for Individual Learning


Top 2 Box Ratings*

ASQ Tools for Individual Learning Attributes** All


(A) Services

(B) Healthcare

(C) Education

(D) Government

(E) International

(F) Other (G)

ASQ publications, in general, are critical to my job and career growth................................................................................ 28 29 26 21 26 26 32 32

Belonging to ASQ is an important part of my professional identity........................................................................................... 48 54 45 43 43 41 42 57

ASQ provides information that makes me more productive..................................................................................... 38 35 41 31 38 39 37 46

ASQ is a critical resource I have used to improve my job performance.................................................................................. 39 36 43 38 42 39 38 39

ASQ provides me with valuable ideas that have helped me and my employer.......................................................................... 36 38 30 24 48C 36 36 42C

Individual Learning Index 34 35 33 23 39 38 34 40 C


76

ASQ Satisfaction Ratings by Member MarketASQ Satisfaction Ratings by Member MarketSegment: Professional ResourcesSegment: Professional Resources


Top 2 Box Ratings*

ASQ Professional Resource Attributes** All


(A) Services

(B) Healthcare

(C) Education

(D) Government

(E) International

(F) Other (G)

ASQ offers significant networking opportunities with other professionals in my field............................................................. 33 31 34 23 44C 27 34 45C

My ASQ section provides valuable resources and support for me as a professional at the local level................................. 29 35 C 25 19 29 31 23 40CF

ASQ’s forums or divisions provide valuable resources and support pertaining to specific industries and interests........... 33 31 33 27 40 32 27 44F

Professional Resource Index 30 30 32 19 33 30 29 38 C


77

ASQ Satisfaction Ratings by Tenure:ASQ Satisfaction Ratings by Tenure:ASQ ProductsASQ Products

* Upper case letters (A, B, C or D) attached to the percentages mean that the percentage is significantly different from the percentage(s) in the column(s) indicated.** Ratings based on a 10-point agreement scale with “10” meaning “Strongly Agree” and “1” meaning “Strongly Disagree.”

Top 2 Box Ratings*

ASQ Product Attributes** All

Members


1-4 Years (B)

5-10 Years (C)


ASQ offers useful courses and training for professional development in my field................................................................................................................... 43 55B 35 47 43

ASQ sponsors national and regional conferences that provide critical new knowledge for quality professionals.......................................................................... 39 45 33 42 41

Participation in ASQ’s certification program is valuable for my professional development................................................................................................................ 52 55 53 54 49

Product Index 41 55 35 43 41


78

ASQ Satisfaction Ratings by Tenure: PricingASQ Satisfaction Ratings by Tenure: Pricing


Top 2 Box Ratings*

ASQ Pricing Attributes** All

Members


1-4 Years (B)

5-10 Years (C)


The costs of attending ASQ national or regional conferences are competitive considering the value they provide........................................................................... 20 21 20 23 18

The costs of ASQ courses, workshops and materials are competitive considering the value they provide........................................................................... 23 23 18 36BD 19

The costs of ASQ certification programs are in line with the value they offer me as a member.............................................................................................................. 38 30 33 45 40

ASQ membership fees are in line with the value it offers to me as a member............................................................................................................................................... 36 44 29 40 36

Pricing Index 28 30 23 34 27


79

ASQ Satisfaction Ratings by Tenure: ImageASQ Satisfaction Ratings by Tenure: Image


Top 2 Box Ratings*

ASQ Image Attributes** All

Members

Less Than 1 Year (A)

1-4 Years (B)

5-10 Years (C)


ASQ is the leading authority and voice of quality in today’s world.............................................. 48 49 43 46 54

ASQ is the world’s most comprehensive and inclusive community of those interested in quality............................................................................................................ 49 46 44 51 54

ASQ is an active partner with individuals and organizations in pursuit of business performance excellence.................................................................................. 39 48 33 46B 38

Image Index 45 51 39 49 46


80

ASQ Satisfaction Ratings by Tenure:ASQ Satisfaction Ratings by Tenure:Tools for Individual LearningTools for Individual Learning


Top 2 Box Ratings*

ASQ Tools for Individual Learning Attributes** All

Members


1-4 Years (B)

5-10 Years (C)


ASQ publications, in general, are critical to my job and career growth................................................................................................................................................. 28 32 28 27 27

Belonging to ASQ is an important part of my professional identity............................................. 48 40 40 47 57AB

ASQ provides information that makes me more productive......................................................... 38 43 31 35 43B

ASQ is a critical resource I have used to improve my job performance....................................................................................................................................... 39 34 34 45 42

ASQ provides me with valuable ideas that have helped me and my employer............................................................................................................................................. 36 35 32 43 35

Individual Learning Index 34 31 30 39 36


81

ASQ Satisfaction Ratings by Tenure:ASQ Satisfaction Ratings by Tenure:Professional ResourcesProfessional Resources


Top 2 Box Ratings*

ASQ Professional Resource Attributes** All

Members


1-4 Years (B)

5-10 Years (C)


ASQ offers significant networking opportunities with other professionals in my field................................................................................................................... 33 40 26 34 37

My ASQ section provides valuable resources and support for me as a professional at the local level................................................................................................... 29 33 22 35B 31

ASQ’s forums or divisions provide valuable resources and support pertaining to specific industries and interests............................................................................... 33 39 26 34 35

Professional Resource Index 30 38 23 34 32


82

Distribution CurvesDistribution Curves(Top 2 Box (Top 2 Box

percentages)percentages)Attribute 10 9 8 7 6 5 4 3 2 1 ASQ offers significant networking opportunities with

other professionals in my field................................................ 22 12 16 16 11 11 4 5 3 1 ASQ offers useful courses and training for professional

development in my field.......................................................... 25 18 19 16 9 6 2 2 2 0 ASQ sponsors national and regional conferences that

provide critical new knowledge for quality professionals... 23 16 19 17 10 8 2 2 2 1 My ASQ section provides valuable resources and support

for me as a professional at the local level.............................. 17 13 18 14 11 9 5 5 6 3 ASQ’s forums or divisions provide valuable resources and

support pertaining to specific industries and interests........ 16 16 20 15 11 9 4 4 4 1 ASQ publications, in general, are critical to my job and

career growth............................................................................. 14 14 17 17 12 10 5 4 5 2 Participation in ASQ’s certification program is valuable for

my professional development................................................. 32 20 12 10 4 7 5 3 4 4 Belonging to ASQ is an important part of my professional

identity........................................................................................ 27 21 13 12 8 7 4 2 4 2 ASQ provides information that makes me more

productive.................................................................................. 19 19 21 13 10 6 3 3 4 2 ASQ is a critical resource I have used to improve my job

performance.............................................................................. 19 20 17 12 12 6 4 4 4 2 ASQ provides me with valuable ideas that have helped me

and my employer...................................................................... 17 19 19 13 13 8 2 3 2 2 The costs of attending ASQ national or regional

conferences are competitive considering the value they provide....................................................................................... 8 11 14 17 12 14 6 7 7 4

The costs of ASQ courses, workshops and materials are competitive considering the value they provide................... 10 13 17 15 13 12 7 6 5 3

The costs of ASQ certification programs are in line with the value they offer to me as a member................................ 19 19 16 11 11 10 3 4 4 3

ASQ membership fees are in line with the value it offers to me as a member................................................................... 18 17 20 14 11 7 5 4 3 2

ASQ is the leading authority and voice of quality in today’s world........................................................................................... 30 19 19 12 8 5 2 1 2 1

ASQ is the world’s most comprehensive and inclusive community of those interested in quality.............................. 29 20 18 13 9 5 2 2 1 2

ASQ is an active partner with individuals and organizations in the pursuit of business performance excellence................................................................................... 22 17 19 14 12 7 5 1 3 1


83

Appendix BAppendix B


84

Individual Learning and Loyalty to ASQIndividual Learning and Loyalty to ASQin Sections and Forums/Divisionsin Sections and Forums/Divisions

Section

Forum/Division

* Top two rating (9,10) on all three loyalty questions** Top two rating (9,10) on all Section loyalty questions*** Top two rating (9,10) on all Forum or Division loyalty questions


85

Appendix CAppendix C


86

Loyalty RLoyalty Rxx®®: Market Probe Case Study in : Market Probe Case Study in

Using the Loyalty RUsing the Loyalty Rxx®® Model to Improve Model to Improve

Customer SatisfactionCustomer Satisfaction Market Probe’s client is a multinational financial services provider

with a global network of offices. The objective of the bank was to design an integrated voice of the customer feedback program including customer satisfaction, customer loyalty and competitive benchmarking. The objectives of the program were to: Build a consistent brand strategy in all countries

Communicate to different publics

Clarify for all country managers the central goal of building customer loyalty in each of its markets

Develop an internal service culture of analyzing customer expectations and setting priorities based on customer feedback

The study included applications of Market Probe’s proprietary loyalty model, Loyalty Rx

®, in order to enhance customer loyalty in a competitive context.


87



Customer SatisfactionCustomer Satisfaction(Continued)

Commitment at the Top:Commitment at the Top: The top management constantly emphasized the value of loyalty in staff meetings and management meetings. The Board reviewed the loyalty metrics for each country.

The disconnect between satisfaction and loyalty is operationalized. In this context many mid-level managers are asked to focus on satisfaction with customer experiences while top management and general managers are asked to focus on strategies to build customer loyalty supported by positive customer experiences.

Goal Setting:Goal Setting: Management developed targets for different metrics for annual improvement and encouraged localized initiatives involving local management and staff.

Employee Involvement:Employee Involvement: Employees are encouraged to submit ideas for service improvement and the best ideas are selected for implementation. Successful results are recognized and widely shared within the company.

Internal implementation strategies included:


88



Customer SatisfactionCustomer Satisfaction(Continued)

Best Practices Sharing:Best Practices Sharing: Because the company operates in 30 countries, learning from each other’s successes is critical. The best case studies are posted on an intranet Web site.

As the Research Partner:As the Research Partner: Managers and other staff can email research questions or problems to a special site for review. Emails are answered within 24 hours.

Score Cards:Score Cards: Each unit in the company developed a score card to monitor success of its process improvements. The score included provides a visible display of customer satisfaction and loyalty metrics gathered from Market Probe’s research. This reporting method helps build acceptance of the customer feedback research at all levels of the company.

Date post:	11-Jan-2016
Category:	Documents
Upload:	elwin-lamb
View:	214 times
Download:	0 times

Market Probe Trust our experience ~ Discover our innovation ASQ 2009 Member Loyalty & Satisfaction...

Documents