Inspiring Participation, Providing Value - Findings and recommendations of the Task Force on Members...

Inspiring Participation,Providing ValueFindings and recommendations of the Task Force on Members in Business & Industry

December 10, 2009

Fort Worth Chapter, Texas Society of Certified Public Accountants


Agenda

o Task Force Processo Findings: TSCPA datao Findings: internal surveyo Recommendationso Questions and discussion

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Task Force Process

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Mandate

Utilizing analysis produced by TSCPA, develop a process for identifying programs and services for members in business and industry.

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Membership Distribution

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Education 2%Government 2%


Task Force Deliverables

o Analysis of TSCPA data AND internal survey

o Process for ongoing program development for members in business & industry

o Recommendation for specific programso Recommendation for enhancements to

existing programs

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Participantso Susan Beaty, Cash America International, Inc.o David Deison, Dave Deison, CPAo Denny Ewing, Southwest Ford, Inc.o Bertha Gamez, May Advertisingo Karen Horne, Thomson Reuterso Lestor Kugler, Defense Department Audit Agencyo Jason Lundell, Alcon Laboratorieso David Moon, BNSF Railway Co.o Mark Westerheide, M&M Manufacturing, LLCo David Williams, CSC Consulting

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Consultants

o Dr. Sandra Hart o Students of the Market Research Seminar,

Texas Wesleyan University School of Business

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Process

o Six meetings, July – November, 2009o Analysis and reporting, Fort Worth Chapter

(“FWC”) members’ opinions, 2008 TSCPA member satisfaction survey

o Preparation and dissemination, FWC survey (October, 2009)

o Findings and recommendations

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TSCPA Survey Data Analysis

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TSCPA Data Analysis

o Looking at FWC members and B&I members specifically

o Whether employers’ perceptions counto What members value most

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Findings, TSCPA Data

o Reasons for joining: CPE, networking, dutyo Top programs for satisfaction: legislative

efforts, license protectiono Member satisfaction was about the same

for public and B&I members, with most rating satisfaction 7 or higher on a 10 point scale

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Findings, TSCPA Data:CPE Conundrumo CPE is the top reason cited for joining

TSCPA howevero Only 20 – 25% of respondents get their

CPE from TSCPAo B&I members under 35 are noticeably less

satisfied with CPE topics

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Findings, TSCPA Data:Chapter CPEo 70% FWC members were satisfied with

Chapter offeringso Networking opportunities least favored

offering (57% rated networking offerings 8 or higher on a 10 scale)

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How to Offer B&I CPE?

o Industry representation highly fragmentedo Members under 35 not finding valueo TSCPA’s Center for Corporate Financial

Leadership (CCFL) program (web-based) failing

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Concepts from TSCPA Data

o Offer CPE that emphasizes soft skills, i.e., not industry specific

o Offer CPE that boosts opportunities for internal advancement

o Incorporate networking

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B&I Members Survey Analysis

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B&I Members Survey

o Questions refined from TSCPA datao Focus: how to craft CPE offerings valued

by B&I members

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Survey Tactics

o Web-basedo Emailed to all FWC members, with

incentive to respondo Forwarded to approximately 50

nonmembers by Task Forceo 231 respondents, of whom 140 identified as

B&I

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Respondents DemographicsSkewed Younger, Non Public Practice

Survey Respondents All FWC Members

Percent in public practice 35% 45%

Percentage 35 or under 16 19

Percentage 36 – 49 41 31

Percentage 50 and over 43 50

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Context for CPE Choice:B&I Memberso 78% said they select their own CPEo 72% said their employer pays for their CPE

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Context for CPE Choice:Line of BusinessBusiness Line Respondents

Other (none of the 18 industries offered) 22%

Manufacturing 19

Healthcare 15

Finance/investment 12

Consulting 6

Retail/wholesale sales 6

Nonprofit 5

Educational institutions 5

Oil and gas 5

All others 4 % or less

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Leadership Skills CPEo Communication skills o Creative problem solving o Critical thinking o Leadership qualities o Motivation and delegation o Negotiation tacticso Leading organizational change o Project and time management o Assessment of personal leadership type o Work /life balanceTopics listed in order of score by all participants, 1 – 5 scale

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Interest Levels: Top SixTopic B&I Score Public Practice

ScoreCombined Score

Communication 3.9 3.9 3.9

Creative problem solving 3.8 3.8 3.8

Motivation and delegation skills 3.8 3.8 3.8

Critical thinking 3.8 3.7 3.8

Negotiation tactics 3.8 3.7 3.7

Leadership qualities 3.7 3.8 3.8

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Topics rated on a 1 – 5 scale: 1 = not interested, 5 = very interested


Recommendations

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Recommendations: Concepts

o Institutionalize focus on this membership segment

o Address B&I interests in program offeringso Support favorable choices by members’

employers

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Institutionalize Focus on B&I

o Create a standing committee to monitor issues and address needs of members in business & industry

o Establish as a criteria for the nominating process that B&I members are represented among elected leadership

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Address B&I Interests in Program Offeringso Create leadership/soft skills course(s) with

executive MBA caliber curriculum and instruction

o Assure curriculum develops transportable skills, i.e. not specific to role or industry

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Address B&I Interests in Program Offeringso Add B&I topics to Free CPE Day trackso Create a forum for the controller subset of

the B&I group

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Support Favorable Choices by Employerso Create a Chapter Champion program for

employers of large numbers of CPAso Create on-campus events at large

employers, providing tour, receptions, etc., on-site with CPA-specific tour details

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Support Favorable Choices by Employerso Activate the Large Employers Task Forceo Give that task force mandate to explore

incentives for employers to encourage membership and participation in TSCPA

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Activating RecommendationsRecommendation Responsible Entity

Create a standing committee Executive Committee

Create a leadership/soft skills course or courses

Executive Committee on resource, then CPE Oversight or subcommittee thereof

Add B&I topics to Free CPE Day Free CPE Day Committee

Create Controllers Forum New B&I Committee

Chapter Champions program New B&I Committee

On-campus events series New B&I Committee

Activate Large Employers Task Force Executive Committee

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Questions and Discussion

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Inspiring Participation, Providing Value - Findings and recommendations of the Task Force on Members...

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