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, mike.watkins@scouting.org

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

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