A presentation given for ASAE in November, 2008, concerning how to collect and use "Voice of the Member" data for associations.

1. Voice of the Member Chris Stiehl & Henry DeVries StiehlWorks & New Client Marketing Institute November 19, 2008 Connecting Great Ideas and Great People

13. The model of knowing your customer so well that you anticipate their every need!

14. Customer/Member -Driven Improvement Model

15. How Does This Work?

16. Does Customer Satisfaction Matter? Retention after competition For AT&T based upon Satisfaction previously

19. Knowing What Can/Cannot Be Said

21. Efficiency of One-on-Ones

23. Voice of the Member Process Phase 1 Phase 2 Identify Issues Write Interview Guide Test Interview Guide

27. Voice of the Member Process Hundreds of phrases “ Winnowing” Attributes Phase 2 Phase 3 Interviews Audio Recording Transcription

32. Voice of the Member Process Phase 3 Structure of Customer Needs Data Analysis Card Sort Focus Group

34. Hierarchy of needs derived from member card sorts. A description of the ideal conference.

35. Questions?

36. Customer/Member -Driven Improvement Model

40. Customer/Member -Driven Improvement Model

41. Writing Good Survey Questions

42. Hierarchy of needs derived from member card sorts. A description of the ideal conference.

46. Customer/Member -Driven Improvement Model

54. A Model of Customer/Member-Driven Improvement Pain (Voice) of the Customer External Measures Internal Measures Process Improvement Qualitative Research Quantitative Research Process Metrics Improvement Initiatives

55. For More Information