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2006 LANO Membership Survey Summary

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2006 LANO Membership Survey Summary

  1. 1. Member Survey Summary November 2006
  2. 2. Survey Overview 2006 LANO Member Survey <ul><li>LANO conducted the 2006 member survey to: </li></ul><ul><li>Understand how its members perceive LANO (e.g. brand, loyalty, value) </li></ul><ul><li>Identify opportunities to increase membership, improve how members “interface” with LANO, and enhance service delivery to members </li></ul><ul><li>Collect data for baseline metrics to track progress </li></ul>LANO Member Survey <ul><li>Awareness, Satisfaction and Importance of </li></ul><ul><li>Training </li></ul><ul><li>Standards for Excellence </li></ul><ul><li>Member Discounts </li></ul><ul><li>Advocacy </li></ul>LANO’s Reputation <ul><li>LANO’s future direction </li></ul><ul><li>Overall satisfaction </li></ul><ul><li>Commitment to renew </li></ul><ul><li>Willingness to recommend </li></ul><ul><li>Perceived value </li></ul>Member Services Member “Interfaces” <ul><li>Customer Service </li></ul><ul><li>Communication </li></ul><ul><li>Website </li></ul><ul><li>LANO Locations </li></ul>
  3. 3. Survey Participation With the new web-based 2006 survey, LANO’s response rate more than tripled to 22%. * 2005 Hurricanes impacted survey participation. *
  4. 4. Key Themes <ul><li>Focus on improving service delivery to meet member expectations </li></ul><ul><li>Overall, members are aware of all services and they are most satisfied with the services that are most important to them </li></ul><ul><li>Improve staff knowledge of most important services </li></ul><ul><li>Information posted to website </li></ul><ul><li>Responsiveness of both staff and questions submitted via website </li></ul><ul><li>Awareness of field offices </li></ul><ul><li>LANO staff is professional, polite and courteous </li></ul><ul><li>Leverage reputation with existing members to attract new members (e.g. membership referral program?) </li></ul><ul><li>LANO has a loyal following that is overall satisfied with membership and dues, understands their benefits, and is willing to recommend membership to others </li></ul>What can LANO improve? What’s working? LANO’s Reputation Member Services Member “Interfaces” LANO’s Reputation Member Services Member “Interfaces” LANO’s Reputation Member Services Member “ Interfaces ”
  5. 5. LANO’s Reputation <ul><li>Key Findings*: </li></ul><ul><li>Members are loyal to LANO (87%) with no significant difference in terms of size or length of membership </li></ul><ul><li>Members committed to renewing (89%), and rarely think about ending their membership (83%) </li></ul><ul><li>Members willing to recommend LANO to friends (90%) </li></ul><ul><li>Overall members are confident of LANO’s future direction (84%) and satisfied with membership (87%), and members consider dues to be reasonable (78%), but… </li></ul><ul><li>… Fewer members are satisfied with the cost savings they received from membership (46%) </li></ul><ul><li>Bottom Line: </li></ul><ul><li>LANO has an opportunity to leverage existing membership to attract new members </li></ul><ul><li>LANO has an opportunity increase awareness of how services result in cost savings for members </li></ul>*For additional detail regarding survey questions and response rates see Appendix slide 11. LANO wanted to know how its organization is perceived by its members… “… Are our members loyal? Do they plan to renew? Do they tell their friends about us?” “… Do people think LANO is heading in the right direction?” “… Do our members think LANO is a good “deal”?” LANO’s Reputation Member Services Member “Interfaces”
  6. 6. Member “Interfaces” LANO wanted to know how members view its interactions with LANO… “… Do they see our staff as professional? Knowledgeable? Responsive?” “ ...Are we giving them enough information? Too much?” “… Do they find what they need on our website?” “… Do the LANO field offices help to connect people to LANO?” <ul><li>Key Findings*: </li></ul><ul><li>Customer Service </li></ul><ul><li>Members see LANO representatives as professional, courteous & polite (87%), but less . . . </li></ul><ul><li>. . . Responsive (74%) and able to answer questions about LANO’s services (71%) </li></ul><ul><li>Website </li></ul><ul><li>Members are less satisfied with information on the LANO website (69%) compared with other interfaces </li></ul><ul><li>Less than half of members are satisfied with the responsiveness to questions submitted via the web (48%) </li></ul><ul><li>Some member suggestions included: </li></ul><ul><ul><li>Member networking forum & contact information </li></ul></ul><ul><ul><li>Section outlining member only discounts, benefits, and information </li></ul></ul><ul><li>Communication </li></ul><ul><li>Most members receive sufficient communication from LANO (78%) </li></ul><ul><li>Majority of members prefer to receive information about LANO services via the newsletter (61%) and website (57%) </li></ul><ul><li>While majority understand member benefits (67%), only slight majority think LANO’s services are well advertised (55%) </li></ul><ul><li>Location </li></ul><ul><li>Overall, less than half of members feel connected to LANO through the office (47%) </li></ul><ul><li>Baton Rouge members feel more connected to LANO though the office (59%) than field office members (40%) </li></ul><ul><li>Bottom Line: </li></ul><ul><li>LANO must first prioritize the importance of each “interface” and align staff and communications accordingly </li></ul>*For additional detail regarding survey questions and response rates see Appendix slide 11. LANO’s Reputation Member Services Member “Interfaces”
  7. 7. Member Services <ul><li>Key Findings: </li></ul><ul><li>State-wide most important service is training (48%), followed by Standards for Excellence (26%), Advocacy (17%) and Member Discounts (9%). Advocacy is most important in New Orleans (38%). </li></ul><ul><li>Overall, members are most satisfied & most aware of training, which is also the most important service. </li></ul><ul><li>More than half of all respondents attended training—the main reason for not attending training was scheduling conflicts. </li></ul><ul><li>While all members are aware of services, they are less satisfied with delivery </li></ul><ul><li>Least important service is Member Discounts - members were also least aware and least satisfied. Focus Group findings indicated importance of cost-saving member discount services—inconsistency between survey and focus groups may be due to lack of understanding of various discount programs and how they result in cost savings to members. </li></ul>LANO wanted to know how members view its services… “… Which ones are most important to them? Is this the same across locations?” “… Are members satisfied with the most important services?” “… If they aren’t using training, why not?” “ ...Do LANO members know about all of our services?” <ul><li>Bottom Line: </li></ul><ul><li>LANO has been successful at marketing services, but to continue to improve member satisfaction, LANO must improve delivery of services </li></ul>LANO’s Reputation Member Services Member “ Interfaces ”
  8. 8. Appendix: Measuring Progress <ul><li>As a result of LANO’s 2006 survey, LANO now has benchmarks to track customer loyalty and customer service. </li></ul>2006 Loyalty Score: 87% <ul><li>LANO’s Loyalty Score displays the percentage of members considered to be “loyal” and it is determined by the number of “favorable” (e.g. “strongly agree” or “agree” responses to the following questions: </li></ul><ul><ul><li>8. I am committed to renewing my LANO membership for the next two years. (89%) </li></ul></ul><ul><ul><li>9. I would not hesitate to recommend LANO membership to a friend. (90%) </li></ul></ul><ul><ul><li>10.I rarely think about discontinuing my LANO membership. (83%) </li></ul></ul><ul><li>LANO customer service score is calculated by averaging the responses to the following questions and determining the favorable percentage. </li></ul><ul><ul><li>LANO staff is able to answer questions I have related to LANO products and services. (71%) </li></ul></ul><ul><ul><li>Overall, I am satisfied with the responsiveness of LANO’s staff. (74%) </li></ul></ul><ul><ul><li>Overall, LANO employees are professional, polite, and courteous to me. (87%) </li></ul></ul>2006 Customer Service Score: 77%
  9. 9. Appendix: 2006 Survey Responses 2006 LANO Member Interfaces Questions 2006 LANO Reputation Questions 65% It is important to me that a LANO office be convenient and easily accessible. Location 26 69% I am satisfied with the information presented on the LANO website. Website 28 78% I receive sufficient communication from LANO. Communication 23 27 21 16 22 18 19 20 # Location Website Communication Communication Customer Service Customer Service Customer Service Member “Interface” 47% I feel connected to LANO through my LANO field office. 48% I am satisfied with LANO's responsiveness to questions I submit through the website. 55% LANO's products and services are properly advertised. 67% I clearly understand the benefits of LANO membership. 71% LANO staff is able to answer questions I have related to LANO products and services. 74% Overall, I am satisfied with the responsiveness of LANO's staff. 87% Overall, LANO employees are professional, polite, and courteous to me. Favorable % Question 46% I am satisfied with the cost savings I receive from my LANO membership. 24 78% LANO's membership dues are reasonable. 25 83% I rarely think about discontinuing my LANO membership. 10 84% LANO is headed in the right direction for future success. 6 87% Overall, I am satisfied with my LANO membership. 7 89% I am committed to renewing my LANO membership for the next two years. 8 90% I would not hesitate to recommend LANO membership to a friend. 9 Favorable % Question #

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