2016-2017 membership feedback survey results · 2017-06-14 · membership feedback survey results -...

2016-2017 Membership

Feedback Survey Results

April 2017

Report Prepared by Stacey Burrell

Membership Feedback Survey Results - 2016-2017 | 1

Background and Objectives

Since 2013 TSBE has been surveying the membership as a way of tracking the health of the

membership across key areas including:

• Membership demographics

• Membership satisfaction

• Membership services and events feedback

• Growth in knowledge and awareness of opportunities

• The generation new jobs

• Capital investment

Survey results are used to inform any changes required to the membership offer or service delivery.

The 2017-2018 membership prospectus will incorporate the findings.

Survey Method

The survey was sent to the primary contact within each member company. As the membership is for

the company and not an individual, feedback opportunities are only provided to one person at each

member company who acts as the spokesperson for the membership. This ensures reliable feedback

with each company having an equal say.

As the key contact person for the membership, the primary contact is supposed to be the most

informed and is sent the survey link. Within the instructions however there is an option to nominate

a suitable proxy from within their company in the event they are unable to complete it.

The Survey Monkey online platform was used to design the survey and generate a collection link,

which was sent to 418 primary contacts on 7 February. The survey was closed on the 28th February

after a reminder had been sent.

A minimum of 91 responses were needed for a 95% confidence level and a total of 117 (28%)

responses were received back from the membership which represented a 3% increase on the

previous year.

0

5

10

15

20

25

30

35

40

2013-2014 2014-2015 2015-2016 2016 - 2017

% Participating in the Survey


Results

Finding out how long a

respondent has been a member

for is very helpful in determining

their level of experience with the

membership and provides an

indication of the customer

lifetime value.

A great indication for TSBE is

that the longevity of members

has had stable growth over the

last few years.

Responses to this question

demonstrate that a proportionate

number from each level have

completed the survey.

27.4%

12.8%

16.2%

43.6%

How long have you held your TSBE membership?

Less than 1year

More than 1year

More than 2years

More than 3years

0.9%

7.7%6.0%

15.4%

23.1%

29.1%

8.5%

1.7%

7.7%

What is your current level of membership with TSBE?

Diamond

Platinum

Gold

Silver

Bronze

Base

Friends ofTSBEOther

57

70 71 72.6

0

10

20

30

40

50

60

70

80

2013-2014 2014-2015 2015-2016 2016- 2017

Member Longevity (% of members who have been members for more than 1 year)


There has been a decrease in

how familiar members are with

their membership of 4.3%.

This measure can impact the

value and experience of the

member in subsequent

questions.

It is good to see that 57%

(increase of 2% from last survey)

of members have a good

understanding of FLA and 33%

(decrease of 4% from last

survey) want to know more.

All positive comments apart from

one respondent who said they

knew nothing about FLA.

For those who would like to know

more, efforts are being made to

get in contact.

19.7%

41.0%

26.5%

12.8%

How well do you know your level of membership entitlements found in the TSBE Membership Prospectus?

I am aware of ALL of mymembership entitlements at mychosen level of membership

I am aware of MOST of mymembership entitlements

I am aware of SOME of mymembership entitlements

I am unsure of my membershipentitlements

16.2%

41.0%

33.3%

9.4%

How much do you know about Food Leaders Australia (FLA)?

I know FLA very well andI'm already in contact withthe FLA team

I know about FLA andhowever it is not relevant tomy business

I know very little about FLAand would like to learnmore

Other (please specify)

5262 65 60.7

0

20

40

60

80

2013-2014 2014-2015 2015-2016 2016 - 2017

% of respondents aware of most or all of their benefits


In the previous membership

year 49.6% of members were

either Extremely Satisfied or

Very Satisfied with the website.

This year after rolling out a

new website/CRM in December

there has been an increase in

this figure by 10% to 59% of

which an increased proportion

are Extremely Satisfied.

Comments were mixed with

one respondent saying that the

new website looks the part but

is clunky while another said it

was “modern easy to navigate

and extremely professional”

and another saying that the

changes to the website have

“enhanced user appeal”. Overall there were more positive than negative comments.

Enhancing user experience on TSBE’s websites and within the member portal is a continued focus.

Last year 72% were either Very Satisfied or

Extremely Satisfied with frequency and

relevance of email correspondence, this

year that figure has increased to 79%.

In the comments were three positive

evaluations of the correspondence and one

who wrote that they rarely read the bulk

mailings due to lack of time.

7.8%

51.3%20.0%

1.7%

0.0%19.1%

How satisfied are you with TSBE's website?

ExtremelySatisfied

Very Satisfied

ModeratelySatisfied

Slightly Satisfied

Not at all Satisfied

I do not use theTSBE website

13.9%

65.2%

20.0%

0.9%

0.0%

How satisfied are you with TSBE's monthly e-news correspondence?

ExtremelySatisfied

VerySatisfied

ModeratelySatisfied

SlightlySatisfied

Not at allSatisfied


89% were either Extremely Satisfied or

Very Satisfied with the invitations and

reminders compared to 84% last year.

Comments were conflicted with one

member writing that they find reminders

very helpful and another commenting that

they receive too many sometimes.

To reduce inbox clutter during busy periods,

TSBE is implementing a single email

bookings reminder for multiple events.

72% last year were either Very

Satisfied or Extremely Satisfied with

frequency of email correspondence.

This year it has increased to 89%

showing a significant increase in

approval.

13.9%

74.8%

10.4%

0.9% 0.0%

How satisfied are you with the frequency of TSBE's email correspondence?

ExtremelySatisfied

Very Satisfied

ModeratelySatisfied

Slightly Satisfied

Not at allSatisfied

30.4%

58.3%

9.6%

0.9% 0.9%

How satisfied are you with TSBE's event invitations and reminders?

ExtremelySatisfied

VerySatisfied

ModeratelySatisfied

SlightlySatisfied

Not at allSatisfied


Compared to last year

the top three sources

have stayed the same

with a small increase

of 3% preference for

direct email and a 7%

reduction in favour of

the newsletter.

In the last survey,

LinkedIn was cited as

the highest level of

engagement. This year

Facebook is in the lead

by nearly 3%.

A few comments were made around a preference for verbal and face to face communication which is

something that for Bronze and above members will continue to be enhanced in 2017-2018

While social media is not necessarily high on the list of locations for members to receive news,

based on the continued and consistent growth across social media channels, this activity forms a

crucial part of TSBE/FLA’s external communications with the wider community.

Pleasingly customer service has reached an all-

time high at 85%(see yearly comparisons

provided below) and 0 unsatisfied

respondents.

38.3%

47.0%

12.2%

2.6%0.0%

How satisfied are you with your interactions with staff?

ExtremelySatisfied

VerySatisfied

ModeratelySatisfied

SlightlySatisfied

Not at allSatisfied

7977

75

85.3

65

70

75

80

85

90

2013-2014 2014-2015 2015-2016 2016-2017

Customer Service (% of Members Very Satisfied or Extremely Satisfied with their interactions with TSBE

staff)

16.5%

51.3%

3.5%8.7%

6.1%

65.2%

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

Website eNewsletter Twitter Facebook LinkedInGroup

Direct Email

Of TSBE’s communication channels, which ones do you check most regularly? (can select more than one answer)


Feedback showed a small improvement

on last year.

Comments made on this question

centred around either not being able to

attend due to external factors or

praising the events for being well run.

There were two negative comments

around events being too big to network

easily or find the right/relevant person.

One person said they only attended if

topic was relevant to

construction/development.

A new question this year, we wanted

to keep it simple and find out if

members were indeed satisfied

overall.

75% are either Extremely or Very

Satisfied. Pleasing to note that 0%

were not-at-all satisfied.

TSBE is actively working to ensure

enhanced satisfaction through

implementing many of the

improvements identified during both

the survey and focus group initiatives.

28.1%

47.4%

17.5%

5.3%1.8%

How satisfied are you with TSBE functions?

ExtremelySatisfied

Very Satisfied

ModeratelySatisfied

SlightlySatisfied

Not at allSatisfied

25.0%

50.0%

20.5%

4.5% 0.0%

Overall, how satisfied are you with TSBE?

ExtremelySatisfied

Very Satisfied

ModeratelySatisfied

SlightlySatisfied

Not at allSatisfied

72

74

76

78

80

82

2013-2014 2014-2015 2015-2016 2016 - 2017

% Very Satisfied or Extremely Satisfied with TSBE functions


87% represents a 2% decrease on last

year in members’ willingness to refer

TSBE to others.

82.1%

1.8% 16.1%

Are you planning on renewing your TSBE membership?

Yes

No

Maybe

43.4%

43.4%

8.0%

1.8%0.0%

3.5%

Based on your overall impression of TSBE how likely would you be to recommend the company to

others?

Extremely Likely

Likely

Unsure

Unlikely

Never

I am a new memberand yet to decide

94

8889

86.8

82

84

86

88

90

92

94

96

2013-2014 2014-2015 2015-2016 2016-2017

Likely or Extremely likely to recommend TSBE to others


68% of members experienced an

increase in revenue, this is an

increase on last year by

approximately 10%.

We ask at the end of this question

whether TSBE contributed to this

outcome and 17 respondents said yes.

Compared to last year the number of

members claiming a decrease in

revenue has reduced considerably.

This survey’s findings suggest

43% of respondents had some

percentage of investment in their

business.

20.0%

19.1%

2.7%

0.9%0.9%

56.4%

In the last 12 months has your business had additional capital investment?

<5%

5-20%

20-50%

50-80%

80-100%

>100%

N/A

22.7%

34.5%8.2%2.7%

31.8%

In the last 12 months has your business increased its revenue?

<5%

5-20%

20-50%

>50%

N/A


53% of respondents have hired

new staff in the last 12 months,

this is nearly identical to the

2015-2016 findings.

Down 5% compared with last

year but still 72% of members

benefit from a moderate to

significant increase in

knowledge as a direct result of

the membership.

29.6%

12.0%

4.6%

6.5%

47.2%

In the last 12 months how many additional staff has your business hired?

1-3

3-10

10-30

>30

N/A

23.9%

47.7%

20.2%

8.3%

In the last 12 months has TSBE membership and engagement contributed to an increase in your industry knowledge and awareness of opportunities?

SignificantIncrease

ModerateIncrease

Minimal Increase

No Increase


TSBE is seen by members to have a high level of effectiveness in a range of areas with most

respondents nominating TSBE as effective or highly effective. TSBE is seen to be most effective at

Awareness of Export Opportunities, Advocacy for the region and Local Content.

50

53

59

54

41

48

48

0 20 40 60 80

Advocacy for infrastructure

Bringing new business to town

Advocacy for issues affecting the region

Local Content

Awareness of export opportunties

Innovation

Building Government relationships

How do you rate TSBE's effectiveness in: Highly Uneffective

Not Effective

Unsure

Effective

Highly Effective

2016-2017 membership feedback survey results · 2017-06-14 · membership feedback survey results -...

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