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Voice of the Scout – the Path to the “Main Thing” 2013 National Annual Meeting Mike Watkins - Mission Impact Team Howard Olsen, PhD, CPA - M3 Planning
Voice of the Scout –
the Path to the “Main Thing”
2013 National Annual Meeting
Mike Watkins - Mission Impact Team
Howard Olsen, PhD, CPA - M3 Planning
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• 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
What is the Voice of the Scout?
*The Net Promoter is a registered trademark of Satmetrix, Bain & Company, and Fred Reichheld.
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What is VOS Success?
Program Satisfaction
Scout & Volunteer Retention
Scout & Volunteer Referrals
Membership Growth
END RESULT: Youth Market Share Growth
To be Scout driven in all that we do.
THE MAIN
THING
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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 & District/Council Volunteers
Chartered Organizations
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Using VOS as a Management Tool
Email invitations sent to people at maximum once
every six months.
Automatically view results in the VOS Dashboard.
Monthly reports
available on MyBSA
Report on results and action at Staff, Commissioner and Board
Meetings, Roundtables, etc.
Take action
Measure results
GATHER COMMUNICATE RESPOND
Tell respondents about action taken
Net Promoter Score: Basic Components
i.e. N=100 10% NPS 30% promoters 20% detractors
(response rate) (30 people chose 9-10) (20 people chose 0-6)
Loyalty (NPS)
Driver
Driver
Driver Driver
Driver
Driver
Driver
Quantitative Data
If asked, how likely are you to
recommend Scouting to a friend?
• Cub Scouting is really fun.
• Attending roundtables helps me
become a more effective leader.
• Scout meetings are a good use of my
son’s time
• I have the tools & resources to be an
effective leader.
Unit NPS District NPS
Voice of the Scout Spring 2013 Results
By the numbers….
1,249,460 surveys emailed
259,633 responses for 21% response rate
99% +/- .3 confidence at national level
81 percent drop in Chartered Organization NPS from Fall 2012
49 of 49 driver scores improved over Fall 2012
38% National NPS compared to 41% Fall 2012 and 46% Spring 2012
33% of District and Council leaders responded
21% national response rate
5 of 7 segment NPS scores improved over Fall 2012
Voice of the Scout Spring 2013 Results
Customer Segments - NPS
Key Finding Point #1:
Loyalty scores increased for the majority of segment audiences.
Key Finding Point #2:
Regardless of their stance on the membership standards policy, preserving the experiences Scouting provides is what matters most to members.
Key Finding Point #3:
Chartered Organizations and District/Council Volunteers are strongly communicating their dissatisfaction with the membership standards policy uncertainty.
Key Finding Point #4:
While the national NPS decreased, more members agree than disagree – Scouting positively impacts the lives of youth.
The Overarching Theme for Spring 2013: There is unequivocal unity about the value Scouting brings to youth.
Analyzing Your Council Data
Voice of the Scout Dashboard Access
• MyScouting account
• Council level and
district key 3
• If you can see JTE
dashboard you can see
VOS dashboard
Voice of the Scout
Dashboard Screen Views
NPS LANDING PAGE: See the Peaks and Valleys
LEARN
Response Rates
NPS By Segments
ASSESS BY SEGMENT
Existing Outreach
Existing Engagement
Spring 2013
ASSESS OUTREACH: Response Rates are the VOS Lifeline
ON RESPONSE STATISTICS
If “Response Rate” is higher than other audiences- consider the information coming from this audience with more confidence to represent the norm.
If “Response Rate” is lower- hone the way you
connect with this audience, and make sure they understand the importance of their insight for this program.
If “Available to Survey” is substantially less than “Total Respondents” work on getting accurate emails collected.
Building Confidence in the Data
• How many responses are needed to accurately capture the preferences of a segment?
• There is no set number or % as it depends on the size of segment.
• If there are not sufficient responses to be statistically representative, then directionally representative.
Segment size Responses needed
500 140 Number needed to be 95% confident with a 5% +/- interval
3000 185
5000 198
THE SEGMENT DETAIL SCREEN: Context is Everything
LEARN
Area/ National Performance
Rank the Driver Averages
ASSESS VIA
Performance Cluster Position
Comment Boxes
Low-Performing Drivers and associated comments
ALL COMMENTS:
Words can be mightier than the numbers!
Score 1 Comment:
No communication. Our 2
scout leaders just quit
showing up to our meetings.
They did not let us know
anything. We were
supposed to be working on
the badges but events were
never planned. Also one of
our leaders took the boys
books up and started
signing that we had
completed certain activities
when we had not done
those activities.
ASSESS Look at trending issues by NPS grouping comments
Begin to prioritize solutions based on impact levels & available resources
GET TO THE TOP OF THE MATTER: SEE THE BEST 10%
LEARN
National Rank
Region Top Reps
ASSESS
Seek Ideas / Solutions
from Councils with Common ties of size,
geography or resource strength.
Dashboard: Print or Download to Review
Download
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Listening
Learning
Acting
Improving NPS is Acting Upon Learnings
• Making reaching out to members a part of your culture, and focusing on creating more promoters of Scouting.
• Prioritizing taking action upon service recovery notices to
a optimally beneficial end. • Acting upon what VOS trends are telling you, integrate into
operation.
• Brining it full circle with respondents, with thanks and an update on action that will be taken.
Set Operational Phases: Listen, Learn, Act
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• Focus on Youth-Facing, District/Council and Chartered
Partner segments
• Review dashboard data to identify “quick wins”
• Challenge board and district committees to make changes
that improve the customer experience
On the Path to the Main Thing
Parents (National results) Unit leadership providing inconsistent delivery of Scouting – Parents describe meetings
as dis/unorganized and leaders as having a lack of knowledge
•Provide increased emphasis on importance of training
•Increase promotional information on opportunities to receive training
Make Scouting more affordable
•Promote Ideal Year of Scouting and unit budget planning
Improved Communication from units to parents
•Criticism was on “what” was being communicated (tactical detail), not “how”
(channels)
•Communication happened too late or not at all
•Over-communication was not mentioned
•Lack of event information and logistics (where to park, what to bring, where to
meet)
What can units do to improve the
experience?
Youth Facing Volunteers (National results)
Improved Communication
•Provide more advance notice of meetings
•Don’t wait until roundtable to communicate
•Improved communication on yearly events/deadlines
Improved Roundtables
•Provide forum for best practices to share among leaders
•Provide specific program info - don’t mix Cub Scout and Boy Scout
announcements at roundtables
•Recruit high quality staff and ensure they are trained
•Offer a break out or orientation session (s) for new leaders – don’t use
Scout jargon
What can councils do to improve the
experience?
District/Council Volunteers (National results)
•Focus on what council employees can do to provide superior
customer service to volunteers
•Reference and reinforce the insight volunteer feedback is providing,
and act upon suggested improvements where possible
What can councils do to improve the
experience?
What can councils do to improve the
experience?
Chartered Organizations (National results)
• The rechartering process is a topic for improvement by Promoters,
Passives and Detractors. Comments include there is too much red
tape and bureaucracy; not easy
• Waiting for the decision – no matter what the resolution decision is,
this segment will need help understanding the ramifications of the
vote. About 1/3 of the Detractor comments (900+) mentioned being
in a “wait & see” mode.
• Assess the amount of interaction between the council and
Chartered Organizations. About 1/3 of CORs are not satisfied with
the level of communication.
Work Session
What can YOUR council do
to improve the
District/Council Volunteer experience?
VOICE OF THE SCOUT…ON THE PATH TO THE MAIN THING
2013 National Annual Meeting
XYZ Council #000 Net Promoter Score by Segment Cub Scout Parents Boy Scout Parents Cub Scouts Boy Scouts/Venturers
Cncl NPS 52% Cncl NPS 70% Cncl NPS 50% Cncl NPS 44%
National NPS 38 % National NPS 61% National NPS 43% National NPS 34%
Cncl Respondents 258 Cncl Respondents 89 Cncl Respondents 177 Cncl Respondents 98
Cncl Response rate 9% Cncl Response rate 14% Cncl Response rate 6% Cncl Response rate 8%
Youth Facing Volunteers District/Council Volunteers Chartered Organizations
Cncl NPS 43% Cncl NPS 54% Cncl NPS 2%
National NPS 36% National NPS 45% National NPS 9%
Cncl Respondents 898 Cncl Respondents 18 Cncl Respondents 50
Cncl Response rate 24% Cncl Response rate 47% Cncl Response rate
Session Packets
Session Packets
SEGMENT DETAIL
District/Council Volunteers National NPS 45% Council NPS 54%
Council: Detractors 15% Passives 15% Promoters 69%
• I have the tools and resources to be an effective volunteer Council 6.38 National 5.97
• I feel the council today is very responsive to Scout volunteers’ need Council 5.85 National 5.39
• I get all the information I need to do the work required for my position Council 6.23 National 5.74
• My committee/board is definitely effective at accomplishing its goals in a timely manner Council 5.85 National 5.62
• My skills and capabilities are being fully used in my position Council 6.15 National 5.66
• My district/council is doing everything it can to deliver quality programs to our Scouts Council: 6.38 National 5.77
• I understand the unique benefits that the Scouting program provides to today’s youth Council: 6.77 National 6.65
Session Packets
Moving Forward: Next Steps
1. Identify trending issues in each NPS group for the Key Drivers
2. Create key actions to improve Scouting for each segment.
3. Take actions on things that are simple to address.
4. Report back to members, parents and volunteers.
5. Outline promotional efforts for the fall cycle.
6. Make data collection and accuracy a priority.
Session Packets
Your feedback is a gift to us as well.
Going forward it’s important to get things right.
We listen, we’ll learn, we’ll act.
Feedback or Questions – contact us at:
We want to know.
LET THE VOICE OF THE SCOUT LEAD YOUR
JOURNEY!
