voice of the scout general information overview january-april 2012

Voice of the Scout

General Information OverviewJanuary-April 2012

• Comprehensive Scout, Parent, Volunteer and Charter Org membership feedback program

• System to continuously assess how well we are delivering the Scouting experience over time

• Insight for change comes the end user via emailed surveys

• Based on Net Promoter Score* methodology

• 18th Journey to Excellence criteria

What is the Voice of the Scout?

What is VOS Success?

To be Scout driven in all that we do.

Generating loyalty-driven Word-of-Mouth

Marketing

Parents Boy Scout & Cub Scout Parents

Youth Boy Scouts, Venturers, & Cub Scouts (via Parents)

VolunteersYouth-facing & Council/District Volunteers

Chartered Organizations

Who makes up the Voice of the Scout?

*The Net Promoter is a registered trademark of Satmetrix, Bain & Company, and Fred Reichheld.

How is the VOS measured?

i.e. 100 replies: If 30 chose 9-10 and 20 chose 0-6, then NPS = 10%

10% NPS 30% promoters 20% detractors

VOS Uses the Net Promoter Score (NPS) approach as the key metric.NPS is captured by one question that demonstrates member

LOYALTY.

Why using NPS makes sense for Scouting

Driv

er Q

uest

ions

Sam

ple

Driver questions have been statistically validated so we understandWhat drives loyalty for each audience segment.*

*Based on preliminary independent research done in Spring/Summer 2011

NPS + DRIVERS = Voice of the Scout

Driving Overall JTE/Council Performance

Use NPS to ID at-risk groups

See drivers to helpexplain the score

View commentsto ID trends

Assess leadingindicator impact to other JTE criteria.

The Phases of Voice of the Scout: Listening, Learning, Acting

• Individuals receive surveys once every six months.

• Councils receive Experience Recovery Notices each time contact is requested by respondents. • View results on the VOS

Dashboard.

• Define trends and rank impact.

• Generate solutions and nominate best practices.

• Report on results.

• Outline high-impact change priorities

• Integrate in Fall operations

Initial Approach: Council Focus

Establish effective outreach in the form of good email addresses and drive unit awareness of the program.

Prioritize effective and solution-driven communication between respondents that submit requests for contact via the Experience Recovery Notice.

Find immediate opportunity for improvement in major trends from the Detractors and maintain program or operational experiences that are pleasing Promoters.

Initial Approach: National Focus(it’s not just for local councils)

Embed the Voice of the Scout in national planning processes.

Create a knowledge base of proven solutions and best practices.

Drive resource/budget decisions based on statistical trends from what our “customers” want.

Change Driven To and From Units

Keys to a Successful Program

Leadership commitment to sponsor all key actions needed

Valid email addresses for 60% or more of your member base

VOS Champions of 1 board level volunteer, 1 professional

Promote the program to encourage responses during Spring and Fall cycles

Staff capacity to follow up on requests during the survey cycles

Organizational commitment to take action on at minimum one major trend or smaller trends for each segment by reading the comments

Thank you to members for the feedback and include clear action taken based on the VOS feedback

Voice of the Scout Program Manager: Mike Watkins, Mission Impact, mike.watkins@scouting.org

Voice of the Scout Program Administrator: JTE@scouting.org

Download the VOS Council Toolkit and additional resources including videos, articles, guides and the Executive Summary from the VOS pilot program are located at: http://www.scouting.org/jte

Contact Information and Resources

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