1. Market Probe Trust our experience ~ Discover our innovation ASQ 2009 Member Loyalty & Satisfaction Report Presented by: Market Probe www.marketprobe.com April 2009

2. Market Probe Trust our experience ~ Discover our innovation 2 Table of Contents  IntroductionPage 3  Key FindingsPage 6  Loyalty R x ® ModelPage11  Components of Member LoyaltyPage22  Linkage Between Member Satisfaction With Divisions/Sections and Loyalty to ASQPage36  Loyalty Ratings by Member Market Segment and Length of MembershipPage51  ASQ Member/Customer ComparisonsPage56  Appendix APage71  ASQ Satisfaction Ratings by Member Market Segment ASQ Satisfaction Ratings by Tenure ASQ Member/Customer Comparisons Distribution Curves  Appendix BPage 83 Individual Learning and Loyalty to ASQ in Sections and Forums or Divisions  Appendix CPage85 Loyalty R x ® Case Study

3. Market Probe Trust our experience ~ Discover our innovation 3 Introduction

4. Market Probe Trust our experience ~ Discover our innovation 4 Introduction  ASQ has engaged Market Probe to conduct the 2009 ASQ Member Satisfaction and Loyalty Monitoring Program  ASQ and Market Probe envision three levels of survey development and administration: Level IGlobal perspective of all ASQ Members Level IIMembers’ experience with ASQ sections and forums or divisions Level IIIMembers’ evaluation of specific ASQ transactions  The unique feature of this research is the ability to integrate Level II and Level III results with Level I results  The focus of this report is on the major findings of the Level I and Level II surveys  A Customer survey was also administered to non-members. Customers are classified as respondents who are not ASQ members, but have used an ASQ service/product.

5. Market Probe Trust our experience ~ Discover our innovation 5 Research Methodology – Fielding Fielding Methodology (Level I and Level II)  Self-administered questionnaire  Web-based survey for members providing e-mail addresses  U.S. mail survey for members providing only a mailing address or members who have requested not to receive e-mail communications  Level I Sample = 423 completed surveys for Members  Level II Sample = 1,942 completed surveys for Forums or Divisions  Level II Sample = 4,464 completed surveys for Sections  Customer Sample = 212 completed surveys

6. Market Probe Trust our experience ~ Discover our innovation 6 Key Findings

7. Market Probe Trust our experience ~ Discover our innovation 7  Member loyalty increased significantly from 2005 to 2006 and again from 2006 to 2009. The increase continues to be related to a shift in the proportion of members from the Positive to Loyal group since the proportion of members in the Hesitant and At Risk groups have been stable over the same period.  All five Loyalty Rx  components posted significantly higher Top 2 Box ratings from 2006. In 2006, mean performance goals were established for ASQ in order to increase loyalty by five percentage points in the next 3-5 years. Four of the five components surpassed their performance goal, while only one fell just shy, but the final result was a significant increase of six percentage points in loyalty.  Loyalty increased six percentage points even though likelihood to recommend posted a similar rating compared to 2006 and likelihood to renew posted a significantly lower rating compared to 2006; however, overall satisfaction posted a significantly higher rating compared to 2006.  Overall satisfaction and likelihood to recommend are moderately correlated while overall satisfaction and likelihood to renew have a weak correlation.  Professional Resources is one of two most important Rx  components related to improving loyalty, and its influence is even stronger when just focusing on improving overall satisfaction.  Overall satisfaction with ASQ Sections and overall satisfaction with ASQ Forums or Divisions have remained stable over the past three years. Top Line Summary

8. Market Probe Trust our experience ~ Discover our innovation 8 1.ASQ offers useful courses and training for professional development in my field 2.ASQ membership fees are in line with the value it offers to me as a member 3.The costs of ASQ certification programs are in line with the value they offer to me as a member 4.Belonging to ASQ is an important part of my professional identity 5.ASQ provides information that makes me more productive 6.ASQ's forums/divisions provide valuable resources and support pertaining to specific industries and interests Top Line Summary (Continued) There are several key points which ASQ will want to promote in the marketing materials to new or renewing members:

9. Market Probe Trust our experience ~ Discover our innovation 9 1.ASQ is the leading authority and voice of quality in today's world 2.ASQ is the world's most comprehensive and inclusive community of those interested in quality 3.ASQ is a critical resource I have used to improve my job performance 4.ASQ provides me with valuable ideas that have helped me and my employer 5.ASQ offers significant networking opportunities with other professionals in my field Top Line Summary (Continued) By the same token, ASQ should try to promote the importance of the following areas:

10. Market Probe Trust our experience ~ Discover our innovation 10 Implications for Action Planning  The increase in loyalty was due to the increase in all pillar performance ratings. Members who attend meetings (division/forum or section) rated all pillars higher than members who did not attend meetings. A considerably smaller percentage of members attend division/forum meetings than attend section meetings. Members who attend division/forum meetings rated all pillars higher than members who attend section meetings; therefore, increasing attendance (division/forum first, then section) would help increase pillar performance, which ultimately drives loyalty.  Internal benchmarking is encouraged between Sections and Forums/Divisions. Set specific satisfaction targets for each Section and Forum/Division.  Develop a database of new initiatives and their impact on member feedback to be implemented by Sections, Forums/Divisions and the Corporation.  An integrated program does not require a common goal. It requires goals that reinforce each other, such as positive customer experiences, customer satisfaction, employee engagement and customer loyalty.

11. Market Probe Trust our experience ~ Discover our innovation 11 Loyalty R x ® Model

12. Market Probe Trust our experience ~ Discover our innovation 12 Loyalty R x ® : Interpretation  Loyalty R x ® is a resource allocation algorithm designed to determine how the organization should invest its marketing efforts and resources to enhance member loyalty. It takes into account four considerations: the strength of association between the attributes and loyalty, the amount of improved performance that is possible on an attribute, the proportion of the customer base affected by the service attributes and the relative cost of improving performance on an attribute by one basis point on the performance scale.  The Loyalty R x ® model is based on the customer’s assessment of five areas: Products, Pricing, Image, Professional Resources and Individual Learning. These areas are termed Loyalty Pillars.  The Loyalty R x ® model presented in this report indicates the current loyalty rating from the 2009 Member Satisfaction and Loyalty Survey. It also indicates a three-year goal of increasing the current score by five percentage points. The colored boxes corresponding to each loyalty pillar (Products, Pricing, etc.) indicate the amount of improvement, calculated by the algorithm, needed from each pillar to bring about the desired increase in percentage points.

13. Market Probe Trust our experience ~ Discover our innovation 13 Loyalty R x ® : Expectations  Organizations differ in terms of the length of time required between implementation of quality improvement efforts and increases in member loyalty ratings. Market Probe believes that a realistic goal for ASQ would be a five-point increase in the loyalty score over the next three years.

14. Market Probe Trust our experience ~ Discover our innovation 14 Loyalty R x ® : Explanation for Using Top Two Box and Mean Rating Scores  “Top Two Box” rating scores are defined by the two highest scores on any given rating scale. For example, the Top Two Box score on a 10-point scale in which 10 is the most positive score, would be a “9” or “10.”  Top Two Box scores are important for the Loyalty R x ® analysis because they are strongly related to the percentage of members who are classified as “loyal.”  Mean scores are also important because they reflect the whole distribution of ratings (e.g., from 1 to 10 on a 10-point scale). The proportion of members in the “loyal” category (i.e., “Top Two Box”) are important but not the only concern. For example, it is important to increase the proportion of members who are in the “positive” and reduce the proportion of members in the “hesitant” and “at risk” categories.

15. Market Probe Trust our experience ~ Discover our innovation 15 Loyalty will be defined as respondents who gave ASQ a rating of 9 or 10 (Top Two Box) on each of the three measures of loyalty:  Overall satisfaction with membership in ASQ  Likelihood of renewing ASQ membership  Likelihood of recommending ASQ membership to a business associate Respondents were classified into four loyalty groups defined as follows: Loyal:Top two ratings (9, 10) on all three loyalty questions. Positive:Top four ratings (7 to 10) on all three loyalty questions except those already classified as “loyal.” Hesitant:All who do not belong to any of the other three groups. At Risk:Bottom five ratings (1 to 5) on all three loyalty questions. Loyalty Classification of ASQ Members

16. Market Probe Trust our experience ~ Discover our innovation 16 Loyalty Classification for Member Satisfaction and Loyalty Survey Loyalty Classification of Members * Indicates a significant difference between 2006 and 2009 at the 95% confidence level.  There was a statistically significant increase in the proportion of respondents who fell into the “loyal” classification in 2009 compared to 2006. This continues a positive trend from 2006.  The increase in the proportion of “loyal” members is due to respondents moving from the “positive” to “loyal” classification. Loyalty Classification

17. Market Probe Trust our experience ~ Discover our innovation 17 ASQ Loyalty Attribute Ratings 2005 to 2009 * Indicates a significant difference between 2006 and 2009 at the 95% confidence level. ( Top 2 Box Percentages)

18. Market Probe Trust our experience ~ Discover our innovation 18 Top Two Box Percentage of Loyalty Attributes

19. Market Probe Trust our experience ~ Discover our innovation 19  ASQ Products  ASQ Products – Certification, Courses, Conferences.  Pricing  Pricing – The cost of ASQ products and services (including membership) provide value.  ASQ Image  ASQ Image – ASQ as the leading authority, most comprehensive community and best partner for those interested in quality.  Tools for Individual Learning  Tools for Individual Learning – ASQ as a general resource to improve on-the- job performance (includes Publications).  Professional Resources  Professional Resources – Networking and support provided by HQ, Sections and Forums or Divisions. Components of the Loyalty R x ® Model ASQ has identified these five components as key drivers that will affect a member’s loyalty:

20. Market Probe Trust our experience ~ Discover our innovation 20 ASQ Products5 Pricing20 ASQ Image50 Tools for Individual Learning5 Professional Resources5 The cost to ASQ for improving the quality of service for each attribute category is not equal. The following indicates the relative value of cost estimates for improving a basis point in perceived performance on loyalty pillars included in the Loyalty R x  model: Loyalty R x ® : Cost Assumptions

21. Market Probe Trust our experience ~ Discover our innovation 21 Loyalty R x ® Expected Improvement in Percentage of Loyal Members Key Drivers Required Improvement for Pillar Satisfaction Percentage Point Increase in Loyalty

22. Market Probe Trust our experience ~ Discover our innovation 22 Components of Member Loyalty

23. Market Probe Trust our experience ~ Discover our innovation 23 Components of Member Loyalty  This section presents a quadrant analysis for each of the components of the Loyalty R x ® model.  There may be slight differences between the scores reported in the frequency/ percent tables in this section and the scores reflected in the quadrant graphs. The difference is due to the fact that some respondents included in the frequency/percent tables are eliminated in the quadrant graph analysis. Respondents included in the quadrant analysis must have answered all the attribute questions and the three loyalty questions.

24. Market Probe Trust our experience ~ Discover our innovation 24 Performance-Importance Analysis: Introduction Explanation of Performance-Importance Quadrant Charts Fix High importance/low performance Improve performance in these areas Reposition Low importance/high performance Watch for opportunities to leverage strengths or transfer resources Monitor Low importance/low performance Items in this quadrant should be monitored Protect High importance/high performance Leverage attributes to ASQ’s benefit

25. Market Probe Trust our experience ~ Discover our innovation 25 ASQ Component Indices Quadrant Analysis  There was an improvement in performance on all five components in 2009 compared to 2006. Note: Uppercase letters indicate 2009 performance scores and lowercase letters indicate 2006 performance scores. Importance scores are from the 2009 survey. Key A.Product B.Price C.Image D.Individual Learning E.Resources

26. Market Probe Trust our experience ~ Discover our innovation 26 ASQ Products (Q2, Q3, Q7)  All three attributes of the ASQ Products component improved between 2006 and 2009. Note: Uppercase letters indicate 2009 performance scores and lowercase letters indicate 2006 performance scores. Importance scores are from the 2009 survey. Key A. ASQ offers useful courses and training for professional development in my field B. ASQ sponsors national and regional conferences that provide critical new knowledge for quality professionals C. Participation in ASQ's certification program is valuable for my professional development

27. Market Probe Trust our experience ~ Discover our innovation 27 ASQ Products * Indicates a significant difference between 2006 and 2009 at the 95% confidence level. ** Ratings based on a 10-point agreement scale with “10” meaning “Strongly Agree” and “1” meaning “Strongly Disagree.”  The Product Index enjoyed a statistically significant higher Top 2 Box rating in 2009 compared to 2006.  While all three product categories received positive performance ratings, courses and training received the highest mean score.

28. Market Probe Trust our experience ~ Discover our innovation 28 Pricing (Q12, Q13, Q14, Q15) Note: Uppercase letters indicate 2009 performance scores and lowercase letters indicate 2006 performance scores. Importance scores are from the 2009 survey.  All four attributes of the ASQ Pricing component improved between 2006 and 2009. Key A. The costs of attending ASQ national or regional conferences are competitive considering the value they provide B. The costs of ASQ courses, workshops and materials are competitive considering the value they provide C. The costs of ASQ certification programs are in line with the value they offer to me as a member D. ASQ membership fees are in line with the value it offers to me as a member

29. Market Probe Trust our experience ~ Discover our innovation 29 Pricing * Indicates a significant difference between 2006 and 2009 at the 95% confidence level. ** Ratings based on a 10-point agreement scale with “10” meaning “Strongly Agree” and “1” meaning “Strongly Disagree.”  Members are price-sensitive as indicated by the relatively lower ratings on pricing compared to the other components. However, the Pricing Index rating increased significantly since 2006.

30. Market Probe Trust our experience ~ Discover our innovation 30 Image (Q16, Q17, Q18) Note: Uppercase letters indicate 2009 performance scores and lowercase letters indicate 2006 performance scores. Importance scores are from the 2009 survey.  All three Image attributes improved in performance between 2006 and 2009, indicating a positive improvement in members’ impression of ASQ. Key A. ASQ is the leading authority and voice of quality in today's world B. ASQ is the world's most comprehensive and inclusive community of those interested in quality C. ASQ is an active partner with individuals and organizations in the pursuit of business performance excellence

31. Market Probe Trust our experience ~ Discover our innovation 31 Image * Indicates a significant difference 2006 and 2009 at the 95% confidence level. ** Ratings based on a 10-point agreement scale with “10” meaning “Strongly Agree” and “1” meaning “Strongly Disagree.”  The Image Index enjoyed a statistically significant higher Top 2 Box rating in 2009 compared to 2006.

32. Market Probe Trust our experience ~ Discover our innovation 32 Tools for Individual Learning (Q6, Q8 – Q11) Note: Uppercase letters indicate 2009 performance scores and lowercase letters indicate 2006 performance scores. Importance scores are from the 2009 survey.  All five attributes of Individual Learning improved in performance between 2006 and 2009. Key A. ASQ publications, in general, are critical to my job and career growth B. Belonging to ASQ is an important part of my professional identity C. ASQ provides information that makes me more productive D. ASQ is a critical resource I have used to improve my job performance E. ASQ provides me with valuable ideas that have helped me and my employer

33. Market Probe Trust our experience ~ Discover our innovation 33 Tools for Individual Learning * Indicates a significant difference between 2006 and 2009 at the 95% confidence level. ** Ratings based on a 10-point agreement scale with “10” meaning “Strongly Agree” and “1” meaning “Strongly Disagree.”  The Individual Learning Index Top 2 Box rating increased significantly between 2006 and 2009.

34. Market Probe Trust our experience ~ Discover our innovation 34 Professional Resources (Q1, Q4, Q5) Note: Uppercase letters indicate 2009 performance scores and lowercase letters indicate 2006 performance scores. Importance scores are from the 2009 survey.  Respondents’ perceptions of ASQ as a professional resource have improved between 2006 and 2009 on all three attributes. Key A. ASQ offers significant networking opportunities with other professionals in my field B. My ASQ section provides valuable resources and support for me as a professional at the local level C. ASQ's forums/divisions provide valuable resources and support pertaining to specific industries and interests

35. Market Probe Trust our experience ~ Discover our innovation 35 Professional Resources * Indicates a significant difference between 2006 and 2009 at the 95% confidence level. ** Ratings based on a 10-point agreement scale with “10” meaning “Strongly Agree” and “1” meaning “Strongly Disagree.”  There was a statistically significant increase in members’ rating of ASQ as a professional resource.

36. Market Probe Trust our experience ~ Discover our innovation 36 Linkage Between Member Satisfaction With Divisions/Sections and Loyalty to ASQ

37. Market Probe Trust our experience ~ Discover our innovation 37 Overall Satisfaction With Sections and Forum/Division (Top 2 Box percentages) * Indicates a significant difference between 2008 and 2009 at the 95% confidence level.

38. Market Probe Trust our experience ~ Discover our innovation 38 Satisfaction With Sections and Forum/Division  High Forum/Division satisfaction continues to be related to high ASQ satisfaction. Forum/Division SatisfactionSectional Satisfaction (76%) (57%) (6%) (19%) (29%) (11%) (2005 Ratings) Chart Explanation: 75% of members who gave a high rating (9 or 10) on their satisfaction with their Forum/Division also gave Top Two Box ratings on their likelihood to renew, likelihood to recommend, and overall satisfaction with ASQ. (74%) (27%) (11%) (57%) (21%) (7%) (2006 Ratings) (Top 2 Box percentages) ( 9,10 ) ( 7,8 )( 1-6 )( 7,8 ) ( 1-6 ) ( 9,10 ) (76%) (30%) (11%) (71%) (21%) (2008 Ratings) (10%) 2009 Ratings

39. Market Probe Trust our experience ~ Discover our innovation 39 Loyalty to ASQ Forum/Division Learning Index:  Learn new ideas  Use ideas on job  The ideas add value Loyalty to ASQ by Decile Groups on the Learning Index for Forum/Division Top 10% of Forum/Division Learning Index Bottom 10% of Forum/Division Learning Index n = 187 = 7.95 x n = 187 = 9.33 x n = 191 = 7.13 x n = 173 = 6.49 x n = 232 = 5.88 x n = 73 = 5.33 x n = 303 = 4.85 x n = 146 = 3.76 x n = 274 = 2.51 x n = 142 = 1.11 x The Forum/Division Learning Index was calculated and respondents were placed into 10 evenly distributed decile groups. The Forum/Division Learning Index mean ( ) and sample n are below each decile group. x

40. Market Probe Trust our experience ~ Discover our innovation 40 Satisfaction with Forum or Division Forum/Division Learning Index:  Learn new ideas  Use ideas on job  The ideas add value Satisfaction With Forum/Division on the Learning Index The Forum/Division Learning Index was calculated and respondents were placed into 10 evenly distributed decile groups. The Forum/Division Learning Index mean ( ) and sample n are below each decile group. Top 10% of Forum/Division Learning Index Bottom 10% of Forum/Division Learning Index x (Top 2 Box percentages) n = 187 = 7.95 x n = 187 = 9.33 x n = 191 = 7.13 x n = 173 = 6.49 x n = 232 = 5.88 x n = 73 = 5.33 x n = 303 = 4.85 x n = 146 = 3.76 x n = 274 = 2.51 x n = 142 = 1.11 x

41. Market Probe Trust our experience ~ Discover our innovation 41 Loyalty to ASQ The Section Learning Index was calculated and respondents were placed into 10 evenly distributed decile groups. The Section Learning Index mean ( ) and sample n are below each decile group. Section Learning Index:  Learn new ideas  Use ideas on job  The ideas add value Loyalty to ASQ by Decile Groups on the Learning Index for Sections Top 10% of Section Learning Index Bottom 10% of Section Learning Index x n = 429 = 7.99 x n = 468 = 9.40 x n = 462 = 7.12 x n = 298 = 6.50 x n = 586 = 5.77 x n = 497 = 5.00 x n = 384 = 4.23 x n = 383 = 3.17 x n = 442 = 2.15 x n = 406 = 1.07 x

42. Market Probe Trust our experience ~ Discover our innovation 42 Satisfaction with Section The Section Learning Index was calculated and respondents were placed into 10 evenly distributed decile groups. The Section Learning Index mean ( ) and sample n are below each decile group. Section Learning Index:  Learn new ideas  Use ideas on job  The ideas add value Satisfaction With Sections on the Learning Index for Sections Top 10% of Section Learning Index Bottom 10% of Section Learning Index Market Probe Trust our experience ~ Discover our innovation x (Top 2 Box percentages) n = 429 = 7.99 x n = 468 = 9.40 x n = 462 = 7.12 x n = 298 = 6.50 x n = 586 = 5.77 x n = 497 = 5.00 x n = 384 = 4.23 x n = 383 = 3.17 x n = 442 = 2.15 x n = 406 = 1.07 x

43. Market Probe Trust our experience ~ Discover our innovation 43 Loyalty to ASQ The All Member Learning Index was calculated and respondents were placed into 10 evenly distributed decile groups. The All Member Learning Index mean ( ) and sample n are below each decile group. All Member Learning Index:  Learn new ideas  Use ideas on job  The ideas add value Loyalty to ASQ by Decile Groups on the Learning Index for All ASQ Members Top 10% of All Member Learning Index Bottom 10% of All Member Learning Index x n = 33 = 9.09 x n = 37 = 9.93 x n = 33 = 8.46 x n = 55 = 7.87 x n = 24 = 7.33 x n = 44 = 6.87 x n = 35 = 6.08 x n = 35 = 5.51 x n = 50 = 4.66 x n = 37 = 2.28 x

44. Market Probe Trust our experience ~ Discover our innovation 44 Satisfaction with Membership The All Member Learning Index was calculated and respondents were placed into 10 evenly distributed decile groups. The All Member Learning Index mean ( ) and sample n are below each decile group. All Member Learning Index:  Learn new ideas  Use ideas on job  The ideas add value Satisfaction with ASQ by Decile Groups on the Learning Index for All ASQ Members Top 10% of All Member Learning Index Bottom 10% of All Member Learning Index (Top 2 Box percentages) x n = 33 = 9.09 x n = 37 = 9.93 x n = 33 = 8.46 x n = 55 = 7.87 x n = 24 = 7.33 x n = 44 = 6.87 x n = 35 = 6.08 x n = 35 = 5.51 x n = 50 = 4.66 x n = 37 = 2.28 x

45. Market Probe Trust our experience ~ Discover our innovation 45 Individual Forum/Division Satisfaction and Loyalty to ASQ (Top 2 Box percentages) *Results should be interpreted with caution because sample n is under 30 ** Top two rating (9,10) on all three loyalty questions

46. Market Probe Trust our experience ~ Discover our innovation 46 (Mean Score) Individual Forum/Division Satisfaction and Loyalty to ASQ *Results should be interpreted with caution because sample n is under 30 ** Top two rating (9,10) on all three loyalty questions *** Top two box percentage of the Individual Learning component

47. Market Probe Trust our experience ~ Discover our innovation 47 Individual Section Satisfaction and Loyalty to ASQ (Top 2 Box percentages) * Top two rating (9,10) on all three loyalty questions

48. Market Probe Trust our experience ~ Discover our innovation 48 Individual Section Satisfaction and Loyalty to ASQ (Top 2 Box percentages) * Top two rating (9,10) on all three loyalty questions

49. Market Probe Trust our experience ~ Discover our innovation 49 Individual Section Satisfaction and Loyalty to ASQ (Mean Score) * Top two rating (9,10) on all three loyalty questions ** Top two box percentage of the Individual Learning component

50. Market Probe Trust our experience ~ Discover our innovation 50 Individual Section Satisfaction and Loyalty to ASQ (Mean Score) * Top two rating (9,10) on all three loyalty questions ** Top two box percentage of the Individual Learning component

51. Market Probe Trust our experience ~ Discover our innovation 51 Loyalty Ratings by Member Market Segment & Length of Membership & Length of Membership

52. Market Probe Trust our experience ~ Discover our innovation 52 ASQ Loyalty Ratings by Member Market Segment * Upper case letters (A, B, C, D, E, F or G) attached to the percentages mean that the percentage is significantly different from the percentage(s) in the column(s) indicated. ** Ratings based on a 10-point scale with “10” meaning most positive and “1” meaning least positive.  The Healthcare market segment’s loyalty ratings are the lowest of all the market segments.

53. Market Probe Trust our experience ~ Discover our innovation 53 ASQ Satisfaction Ratings by Member Market Segment: Attribute Indices * Upper case letters (A, B, C, D, E, F or G) attached to the percentages mean that the percentage is significantly different from the percentage(s) in the column(s) indicated. ** Ratings based on a 10-point scale with “10” meaning most positive and “1” meaning least positive. *** Indicates a significant difference between 2006 and 2009 at the 95% confidence level.  Among the seven market segments, the Healthcare segment reported the lowest ratings on Individual Learning and Professional Resource indices.  The Other segment gave the highest ratings on all five indices.

54. Market Probe Trust our experience ~ Discover our innovation 54 ASQ Loyalty Ratings by Tenure * Upper case letters (A, B, C or D) attached to the percentages mean that the percentage is significantly different from the percentage(s) in the column(s) indicated. ** Ratings based on a 10-point scale with “10” meaning most positive and “1” meaning least positive.  There were no statistically significant differences in loyalty ratings by length of membership except for “Likelihood of renewing ASQ membership.” On this measure, the “5-10 years” and “11 years or more” categories were significantly higher than the “1-4 years” and the “Less than 1 year” tenure groups.

55. Market Probe Trust our experience ~ Discover our innovation 55 ASQ Indices by Tenure * Upper case letters (A, B,C or D) attached to the percentages mean that the percentage is significantly different from the percentage(s) in the column(s) indicated. ** Ratings based on a 10-point scale with “10” meaning most positive and “1” meaning least positive. *** Indicates a significant difference between 2006 and 2009 at the 95% confidence level.  The “Less than 1 year” tenure group gave a significantly higher Top 2 Box rating for the Product Index compared to the “1-4 years” tenure group.

56. Market Probe Trust our experience ~ Discover our innovation 56 ASQ Member/Customer Comparisons

57. Market Probe Trust our experience ~ Discover our innovation 57 ASQ Member/Customer Comparisons: ASQ Products * Indicates a significant difference at the 95% confidence level between 2009 Member and Customer. ** Ratings based on a 10-point agreement scale with “10” meaning “Strongly Agree” and “1” meaning “Strongly Disagree.”  Members rated ASQ products higher than customers, with “Participation in ASQ’s certification program is valuable for my professional development” being significantly higher.

58. Market Probe Trust our experience ~ Discover our innovation 58 ASQ Member/Customer Comparisons: Pricing * Indicates a significant difference at the 95% confidence level between 2009 Member and Customer. ** Ratings based on a 10-point agreement scale with “10” meaning “Strongly Agree” and “1” meaning “Strongly Disagree.”  Members, compared to customers, were significantly more likely to agree that “The costs of ASQ certification programs are in line with the value they offer me” and “The costs of ASQ courses, workshops and materials are competitive considering the value they provide.”

59. Market Probe Trust our experience ~ Discover our innovation 59 ASQ Member/Customer Comparisons: Image * Indicates a significant difference at the 95% confidence level between 2009 Member and Customer. ** Ratings based on a 10-point agreement scale with “10” meaning “Strongly Agree” and “1” meaning “Strongly Disagree.”  There are no statistically significant differences in respondent ratings of the image attributes.

60. Market Probe Trust our experience ~ Discover our innovation 60 ASQ Member/Customer Comparisons: Tools for Individual Learning * Indicates a significant difference at the 95% confidence level between 2009 Member and Customer. ** Ratings based on a 10-point agreement scale with “10” meaning “Strongly Agree” and “1” meaning “Strongly Disagree.”  Members tend to be more satisfied than customers with ASQ’s tools for individual learning.

61. Market Probe Trust our experience ~ Discover our innovation 61 ASQ Member/Customer Comparisons: Professional Resources * Indicates a significant difference at the 95% confidence level between 2009 Member and Customer. ** Ratings based on a 10-point agreement scale with “10” meaning “Strongly Agree” and “1” meaning “Strongly Disagree.”  On the one attribute for which a comparison was possible, members gave significantly higher ratings than customers on professional resources.

62. Market Probe Trust our experience ~ Discover our innovation 62 ASQ Member/Customer Comparisons: Overall Satisfaction with ASQ * Indicates a significant difference at the 95% confidence level between 2009 Member and Customer. ** Ratings based on a 10-point scale with “10” meaning most positive and “1” meaning least positive.  There was no significant difference between members and customers in terms of their likelihood to purchase products or services from ASQ.

63. Market Probe Trust our experience ~ Discover our innovation 63 ASQ Member/Customer Comparisons: ASQ Activities * Indicates a significant difference at the 95% confidence level between 2009 Member and Customer. ** Percentage answering “Yes.”  Of the six types of ASQ activities mentioned, customers are more likely than members to participate in three of them.

64. Market Probe Trust our experience ~ Discover our innovation 64 Customer Satisfaction with ASQ Activities ** Ratings based on a 10-point satisfaction scale with “10” meaning “Very Satisfied” and “1” meaning “Very Dissatisfied.”  Customers gave their highest mean satisfaction ratings to the ASQ training course and ASQ books/publications.

65. Market Probe Trust our experience ~ Discover our innovation 65 ASQ Member Satisfaction with ASQ Activities ** Ratings based on a 10-point satisfaction scale with “10” meaning “Very Satisfied” and “1” meaning “Very Dissatisfied.”  ASQ members gave their highest mean satisfaction ratings to ASQ books/publications, the ASQ training course and Contact ASQ headquarters.

66. Market Probe Trust our experience ~ Discover our innovation 66 ASQ Member/Customer Comparisons: Applying Knowledge from ASQ Events/Publications and Resources * Indicates significant difference at the 95% confidence interval between 2009 Member and Customer. ** Ratings based on a 10-point satisfaction scale with “10” meaning “Strongly Agree” and “1” meaning “Strongly Disagree.”  Members are more likely than customers to report learning new ideas from ASQ events/publications and resources that were relevant to their jobs.

67. Market Probe Trust our experience ~ Discover our innovation 67 ASQ Customer Satisfaction Survey: Customer Association Memberships  Only 30% of customers belong to a professional association that focuses on quality issues.  Of the customers who do belong to a quality-oriented association, only small percentages belong to ASQ’s four “peer” societies. Due to multiple responses, percentages may add up to more than 100%. n=51

68. Market Probe Trust our experience ~ Discover our innovation 68 ASQ Customer Satisfaction Survey: Former ASQ Members  Forty-six percent of the customer respondents were former members of ASQ.  Reasons for discontinuing membership:  “Other reasons” focus on a wide variety of issues, including cost and not realizing they weren’t still a member.  Sixteen percent of former members indicated a high likelihood of joining ASQ again (scoring “9” or “10” on a 10-point scale in which “10” means “very likely”). Due to multiple responses, percentages may add up to more than 100%. n=89

69. Market Probe Trust our experience ~ Discover our innovation 69 ASQ Customer Satisfaction Survey: Customers Who Have Never Been Members  Among customers who have never been members of ASQ, 75% have considered membership.  Things that would encourage those considering membership to actually join: Lower the costs of membership  Different levels of membership and resulting fees  Encourage employers to cover the costs of membership Provide information and services that are applicable to my job  Training  Certifications  Networking  More material regarding advantages of membership

70. Market Probe Trust our experience ~ Discover our innovation 70  Among customers who have never been members, 25% have never considered ASQ membership. Their reasons for not considering membership: Quality is not the primary area of their job and only need a small part of what ASQ offers The costs of membership are too high Currently a member of a different organization ASQ Customer Satisfaction Survey: Customers Who Have Never Been Members

71. Market Probe Trust our experience ~ Discover our innovation 71 Appendix A

72. Market Probe Trust our experience ~ Discover our innovation 72 ASQ Satisfaction Ratings by Member Market Segment: ASQ Products * Upper case letters (A, B, C, D, E, F or G) attached to the percentages mean that the percentage is significantly different from the percentage(s) in the column(s) indicated. ** Ratings based on a 10-point agreement scale with “10” meaning “Strongly Agree” and “1” meaning “Strongly Disagree.”

73. Market Probe Trust our experience ~ Discover our innovation 73 ASQ Satisfaction Ratings by Member Market Segment: Pricing * Upper case letters (A, B, C, D, E, F or G) attached to the percentages mean that the percentage is significantly different from the percentage(s) in the column(s) indicated. ** Ratings based on a 10-point agreement scale with “10” meaning “Strongly Agree” and “1” meaning “Strongly Disagree.”

74. Market Probe Trust our experience ~ Discover our innovation 74 ASQ Satisfaction Ratings by Member Market Segment: Image * Upper case letters (A, B, C, D, E, F or G) attached to the percentages mean that the percentage is significantly different from the percentage(s) in the column(s) indicated. ** Ratings based on a 10-point agreement scale with “10” meaning “Strongly Agree” and “1” meaning “Strongly Disagree.”

75. Market Probe Trust our experience ~ Discover our innovation 75 ASQ Satisfaction Ratings by Member Market Segment: Tools for Individual Learning * Upper case letters (A, B, C, D, E, F or G) attached to the percentages mean that the percentage is significantly different from the percentage(s) in the column(s) indicated. ** Ratings based on a 10-point agreement scale with “10” meaning “Strongly Agree” and “1” meaning “Strongly Disagree.”

76. Market Probe Trust our experience ~ Discover our innovation 76 ASQ Satisfaction Ratings by Member Market Segment: Professional Resources * Upper case letters (A, B, C, D, E, F or G) attached to the percentages mean that the percentage is significantly different from the percentage(s) in the column(s) indicated. ** Ratings based on a 10-point agreement scale with “10” meaning “Strongly Agree” and “1” meaning “Strongly Disagree.”

77. Market Probe Trust our experience ~ Discover our innovation 77 ASQ Satisfaction Ratings by Tenure: ASQ Products * Upper case letters (A, B, C or D) attached to the percentages mean that the percentage is significantly different from the percentage(s) in the column(s) indicated. ** Ratings based on a 10-point agreement scale with “10” meaning “Strongly Agree” and “1” meaning “Strongly Disagree.”

78. Market Probe Trust our experience ~ Discover our innovation 78 ASQ Satisfaction Ratings by Tenure: Pricing * Upper case letters (A, B, C or D) attached to the percentages mean that the percentage is significantly different from the percentage(s) in the column(s) indicated. ** Ratings based on a 10-point agreement scale with “10” meaning “Strongly Agree” and “1” meaning “Strongly Disagree.”

79. Market Probe Trust our experience ~ Discover our innovation 79 ASQ Satisfaction Ratings by Tenure: Image * Upper case letters (A, B, C or D) attached to the percentages mean that the percentage is significantly different from the percentage(s) in the column(s) indicated. ** Ratings based on a 10-point agreement scale with “10” meaning “Strongly Agree” and “1” meaning “Strongly Disagree.”

80. Market Probe Trust our experience ~ Discover our innovation 80 ASQ Satisfaction Ratings by Tenure: Tools for Individual Learning * Upper case letters (A, B, C or D) attached to the percentages mean that the percentage is significantly different from the percentage(s) in the column(s) indicated. ** Ratings based on a 10-point agreement scale with “10” meaning “Strongly Agree” and “1” meaning “Strongly Disagree.”

81. Market Probe Trust our experience ~ Discover our innovation 81 ASQ Satisfaction Ratings by Tenure: Professional Resources * Upper case letters (A, B, C or D) attached to the percentages mean that the percentage is significantly different from the percentage(s) in the column(s) indicated. ** Ratings based on a 10-point agreement scale with “10” meaning “Strongly Agree” and “1” meaning “Strongly Disagree.”

82. Market Probe Trust our experience ~ Discover our innovation 82 Distribution Curves (Top 2 Box percentages)

83. Market Probe Trust our experience ~ Discover our innovation 83 Appendix B

84. Market Probe Trust our experience ~ Discover our innovation 84 Individual Learning and Loyalty to ASQ in Sections and Forums/Divisions Section Forum/Division * Top two rating (9,10) on all three loyalty questions ** Top two rating (9,10) on all Section loyalty questions *** Top two rating (9,10) on all Forum or Division loyalty questions

85. Market Probe Trust our experience ~ Discover our innovation 85 Appendix C

86. Market Probe Trust our experience ~ Discover our innovation 86 Loyalty R x ® : Market Probe Case Study in Using the Loyalty R x ® Model to Improve Customer Satisfaction  Market Probe’s client is a multinational financial services provider with a global network of offices. The objective of the bank was to design an integrated voice of the customer feedback program including customer satisfaction, customer loyalty and competitive benchmarking. The objectives of the program were to:  Build a consistent brand strategy in all countries  Communicate to different publics  Clarify for all country managers the central goal of building customer loyalty in each of its markets  Develop an internal service culture of analyzing customer expectations and setting priorities based on customer feedback  The study included applications of Market Probe’s proprietary loyalty model, Loyalty R x ®, in order to enhance customer loyalty in a competitive context.

87. Market Probe Trust our experience ~ Discover our innovation 87 Loyalty R x ® : Market Probe Case Study in Using the Loyalty R x ® Model to Improve Customer Satisfaction (Continued)  Commitment at the Top:  Commitment at the Top: The top management constantly emphasized the value of loyalty in staff meetings and management meetings. The Board reviewed the loyalty metrics for each country.  The disconnect between satisfaction and loyalty is operationalized. In this context many mid-level managers are asked to focus on satisfaction with customer experiences while top management and general managers are asked to focus on strategies to build customer loyalty supported by positive customer experiences.  Goal Setting:  Goal Setting: Management developed targets for different metrics for annual improvement and encouraged localized initiatives involving local management and staff.  Employee Involvement:  Employee Involvement: Employees are encouraged to submit ideas for service improvement and the best ideas are selected for implementation. Successful results are recognized and widely shared within the company.  Internal implementation strategies included:

88. Market Probe Trust our experience ~ Discover our innovation 88 Loyalty R x ® : Market Probe Case Study in Using the Loyalty R x ® Model to Improve Customer Satisfaction (Continued)  Best Practices Sharing:  Best Practices Sharing: Because the company operates in 30 countries, learning from each other’s successes is critical. The best case studies are posted on an intranet Web site.  As the Research Partner:  As the Research Partner: Managers and other staff can email research questions or problems to a special site for review. Emails are answered within 24 hours.  Score Cards:  Score Cards: Each unit in the company developed a score card to monitor success of its process improvements. The score included provides a visible display of customer satisfaction and loyalty metrics gathered from Market Probe’s research. This reporting method helps build acceptance of the customer feedback research at all levels of the company.