The Scout-Driven BSA
On-boarding forVoice of the Scout
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I. What is Voice of the Scout (VOS)
II. Introduction to the Net Promoter
III. VOS & the Journey to Excellence
IV. Using VOS as a Management Tool
V. Getting Ready & Your Next Steps
Agenda & Overview
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What is the Voice of the Scout?
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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?
To be Scout driven in all that we do.
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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)
VolunteersYouth-facing & Council/District Volunteers
Chartered Organizations
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Introduction to the Net Promoter Score
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Thousands use NPS to Drive Growth
Zappos: Uses NPS every day
1-800-Got-Junk: Went from $1M to $119M in sales in 7 years
*Examples and testimony given at the 2011 Net Promoter Score conference, Miami, Florida and Satmetrix Case Studies.
tw telecom: Reduced customer turnover by 27% in 2 years
HP: Vendor performance rating increased 15%
Siemens IT: Identifies at-risk accounts, proactively addresses concerns resulting in revenue gains
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The one question you need to know
How likely is it that you would recommend the Scouting program to other families and friends with Scout-aged boys?
When members and volunteers recommend other people to BSA, they’re putting their
reputation on the line.
They will only take that risk if they are loyal.
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Net Promoter Score: Basic Components
Promoters (score 9–10) Loyal enthusiasts whose tendency would be to refer others and fuel growth.
Passives (score 7–8) Satisfied but unenthusiastic customers vulnerable to leaving to dedicating their time to something else.
Detractors (score 0–6) Unhappy customers who can impede growth through negative word-of-mouth, damaging the Boy Scout brand.
i.e. N=100 10% NPS 30% promoters 20% detractors (response rate) (30 people chose 9-10) (20 people chose 0-6)
CUSTOMERS
Why use Net Promoter Score?
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Cub Scout Parents
NPS + DRIVERS = Voice of the Scout
Driver Questions Sample – Specific to each customer segment
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
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Overview of Preliminary Results
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Net Promoter Score by Segment
35%35% 41%41% 45%45%
Cubs Scouts Boy Scouts Venturers Cubs Scout Parents Youth Facing District/Council Charter Orgs. Boy Scout Parents
• Net Promoter Score data for the above segments was gathered from May through July 2011 with about 25,000 total respondents.
• Data were collected via nationwide pretest as well as through 8 pilot councils: Alamo Area, Coronado Area, Dan Beard, Minsi Trails, Montana, National Capitol, Santa Clara, and Mecklenburg County.
51%51% 51%51% 63%63% 65%65% 68%68%
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VOS & Journey to Excellence
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Council Journey to Excellence in 2012
Council VOS= JTE Bonus points in 2012.
Bronze – 25 ptsBronze – 25 pts Gold – 200 ptsGold – 200 ptsSilver – 50 ptsSilver – 50 pts
Opt In & On BoardingOpt In & On Boarding Net Promoter ScoreNet Promoter ScoreEmail Address SaturationEmail Address Saturation
Commit to participate in the Voice of the Scout program and
attend on-boarding training.
Achieve bronze requirements and have 60% of all registrants (youth and adults) with email addresses
in ScoutNet.
Achieve silver requirements and achieve an overall average Net
Promoter Score of 45%.
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District Journey to Excellence in 2012
District VOS= JTE Bonus points in 2012.
Bronze – 25 ptsBronze – 25 pts Gold – 200 ptsGold – 200 ptsSilver – 50 ptsSilver – 50 pts
Email Address SaturationEmail Address Saturation Net Promoter ScoreNet Promoter ScoreResponse RateResponse Rate
Have 60% of all registrants (youth and adults) with email addresses
in ScoutNET.
Achieve bronze requirements and have 15% of those surveyed
actually respond.
Achieve silver requirements and achieve an overall average Net
Promoter Score of 45%.
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Contact Info & Resources Going for GOLD: YOUR INTEGRATED TOOLSET
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Using VOS as a Management Tool
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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 respondentsabout action taken
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Gather Everyone’s Feedback
Spring Cycle: April - MayFall Cycle: Sept. - Oct.
Communicate: VOS Alerts
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2Sam Sanchez:
Tom Fender:
Mia Thomson:
Steve Fields:8
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Communicate: Dashboard Home
HOME PAGE VIEW INCLUDES:• NPS Scores by Survey Segment• Verification of Response Rates• Verification of ScoutNET emails
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Communicate: Year to Date Snapshot
YEAR TO DATE SCREEN INCLUDES:• Overall NPS Score• Current Comments
• Supporting Question Averages
I give suggestions to make our meetings more effective, but nothing changes and meetings continue to be unorganized.>>>>My phone calls are never returned.
More activities, less meeting please. >>>>While the training materials are plentiful, I don’t think it hits the mark on giving me tangible approaches into being a good volunteer.
I can’t say enough about the experiences I have had as a volunteer, I love being a part of Scouting. >>>>Working with an amazing group of dedicated people, who always place the kids 1st.
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Communicate: Comparisons
National
Ranking
COMPARISON SCREEN INCLUDES:• Your National NPS Ranking
• Top 10% Performers by Region
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Respond: Council-wide action
Realizing the Power of
VOS!
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Getting Ready & Your Next Steps
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Next Steps for Councils
1. Listen, Learn, Act
2. Collect valid email addresses.
3. Train your registrars & staff.
4. Select VOS Champions.
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Gather Valid Email Addresses
• Pull PAS report if you want to calculate current email saturation rate.
• Make sure parent email field is completed on all youth applications before they leave the School Night sign up location.
• Ask for an email address on every event, camp and activity registration form where a name & phone number is requested.
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Enter into ScoutNET
• Require registrars to enter email information from all new applications and other sources into PAS promptly, it matters!
• Consider providing data entry assistance from activity support staff members to enter email information from event registration flyers.
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Acknowledge Roles & Select VOS Champions
ROLE Primary Responsibilities
VOS Champion (Volunteer)
Sponsors the VOS Agenda Item. Knows the experiences reported and how they are trending within the council.
VOS Champion (Professional)
Runs the program. Full understanding of key issues & implemented solutions, tracks service recovery status, knows the ins and outs of the whole program and understands how to read the data.
Scout Executive Uses VOS results on a monthly basis with the Board and Staff.
District Executives Collects insight on the status of the program at the unit level and understands all VOS areas of excellence & need within his/her units.
Unit & District Commissioners
Communicates the importance of obtaining members experience and acting upon what can be done now.
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Your VOS Timeline for 2012
OCT- Getting Ready: Complete Steps 1-4.
NOV- Completing Opt-In: Confirm your participation.
JAN- Staff Training: Have champions and staff view short whiteboard videos that will be posted on the JTE webpage for continued education on the program.
FEB- Start Promotion: Distribute promotional materials at all possible outlets, including physical locations such as Scout Shops.
System Training: “The Mechanics of the VOS Survey Process & System”
MARCH- Launch: First surveys launch.Results Training: “Taking Action on the Results”
MAY- Completion of Spring Cycle: 6 week cycle is completed. Fall cycle starts in Sept.
Reminders inMonthly VOS Bulletin
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Keys to a Successful VOS Program
Leadership commitment to sponsor all key actions needed
Valid email addresses for 60% or more of your member base
VOS Champions of 1 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 your members for the feedback and include clear action taken based on the VOS feedback
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Contact Info & Resources
Voice of the Scout Program Manager: Mike Watkins, Mission Impact, [email protected]
Voice of the Scout Program Administrator: [email protected]
Download additional VOS resources including videos, articles, guides and the Executive Summary from the VOS pilot program are located at:http://www.scouting.org/scoutsource/Awards/JourneyToExcellence.aspx