1. The Scout-Driven BSA On-boarding for Voice of the Scout 1

2. 2 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 2

3. 3 What is the Voice of the Scout?

4. 4 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 18 th 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.

5. 5 What is VOS Success? Program Satisfaction Scout & Volunteer Retention Scout & Volunteer Referrals Membership Growth END RESULT: Youth Market Share Growth To be Scout driven in all that we do.

6. 6 Who is the Voice of the Scout? Parents Boy Scout & Cub Scout Parents Youth Boy Scouts, Venturers, & Cub Scouts (via Parents) Volunteers Youth-facing & Council/District Volunteers Chartered Organizations

7. 7 Introduction to the Net Promoter Score

8. 8 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

9. 9 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.

10. 10 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)

11. Loyalty (NPS) Driver CUSTOMERS Proven methodology Easy to use & understand Easy to communicate Action oriented Simple for respondent 1 Loyalty Question 7 Driver Questions Open comments Why use Net Promoter Score?

12. 12 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 understand What drives loyalty for each audience segment.* *Based on preliminary independent research done in Spring/Summer 2011

13. 13 Overview of Preliminary Results 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Net Promoter Score by Segment 35% 41% 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% 63% 65% 68%

14. 14 VOS & Journey to Excellence

15. 15 Council Journey to Excellence in 2012 Council VOS= JTE Bonus points in 2012. Bronze – 25 pts Gold – 200 pts Silver – 50 pts Opt In & On Boarding Net Promoter Score Email 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%.

16. 16 District Journey to Excellence in 2012 District VOS= JTE Bonus points in 2012. Bronze – 25 pts Gold – 200 pts Silver – 50 pts Email Address Saturation Net Promoter Score Response 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%.

17. 17 Contact Info & Resources Going for GOLD : YOUR INTEGRATED TOOLSET Evaluating Performance Voice of the Scout Board Evaluation Financial Sustainability Assessment Taking Action MyCouncilPlan Continuous Improvement Process Assessing Results Journey to Excellence

18. 18 Using VOS as a Management Tool

19. 19 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 GATHERCOMMUNICATE RESPOND Tell respondents about action taken

20. 20 Gather Everyone’s Feedback Spring Cycle: April - May Fall Cycle: Sept. - Oct.

21. Communicate: VOS Alerts 21 7 9 9 2 Sam Sanchez: Tom Fender: Mia Thomson: Steve Fields: 8

22. 22 Communicate: Dashboard Home HOME PAGE VIEW INCLUDES: NPS Scores by Survey Segment Verification of Response Rates Verification of ScoutNET emails

23. 23 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 1 st.

24. 24 Communicate: Comparisons National Ranking COMPARISON SCREEN INCLUDES: Your National NPS Ranking Top 10% Performers by Region

25. 25 Respond: Council-wide action Remind everyone to look for their VOS invite Respond to Service Recovery Notices (Weekly) Review open- field comments (Monthly) Take action on experiences that are high loyalty drivers (Close of cycle) Communicate action taken back to the units (Close of cycle) Realizing the Power of VOS!

26. 26 Getting Ready & Your Next Steps

27. 27 Next Steps for Councils 1.Listen, Learn, Act 2.Collect valid email addresses. 3.Train your registrars & staff. 4.Select VOS Champions.

28. 28 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.

29. 29 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.

30. 30 Acknowledge Roles & Select VOS Champions ROLEPrimary 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 ExecutiveUses VOS results on a monthly basis with the Board and Staff. District ExecutivesCollects 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.

31. 31 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 in Monthly VOS Bulletin

32. 32 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

33. 33 Contact Info & Resources Voice of the Scout Program Manager: Mike Watkins, Mission Impact, mike.watkins@scouting.orgmike.watkins@scouting.org Voice of the Scout Program Administrator: JTE@scouting.orgJTE@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