Voice of the Scout
General Information Overview
January-April 2012
What is the Voice of the Scout?
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Comprehensive Scout, Parent, Volunteer and Charter Org
membership feedback program
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System to continuously assess how well we are delivering
the Scouting experience over time
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Insight for change comes the end user via emailed surveys
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Based on Net Promoter Score* methodology
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18th Journey to Excellence criteria
What is VOS Success?
To be Scout driven in
all that we do.
Scout &
Volunteer
Retention
Program
Satisfaction
Scout &
Volunteer
Referrals
Membership
Growth
END RESULT:
Youth Market
Share Growth
Generating loyalty-driven
Word-of-Mouth
Marketing
Who makes up 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
How is the VOS measured?
VOS Uses the Net Promoter Score (NPS) approach as the key metric.
NPS is captured by one question that demonstrates member LOYALTY.
10% NPS
30% promoters
20% detractors
i.e. 100 replies: If 30 chose 9-10 and 20 chose 0-6, then NPS = 10%
*The Net Promoter is a registered trademark of
Satmetrix, Bain & Company, and Fred Reichheld.
Why using NPS makes sense for Scouting
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Proven methodology
Easy to use & understand
Easy to communicate
Action oriented
Simple for respondent
1 Loyalty Question
7 Driver Questions
Open comments
Experience
Experience
Driver
Driver
Experience
Driver
Experience
Experience
Driver
Driver
Experience
Driver
Loyalty
(NPS)
Experience
Driver
NPS + DRIVERS = Voice of the Scout
Driver Questions Sample
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
Driving Overall JTE/Council Performance
Use NPS to ID
at-risk groups
See drivers to help
explain the score
View comments
to ID trends
Assess leading
indicator impact to
other JTE criteria.
The Phases of Voice of the Scout:
Listening, Learning, Acting
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Individuals receive surveys
once every six months.
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Councils receive
Experience Recovery
Notices each time contact
is requested by
respondents.
Listening
Learning
Acting
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Report on results.
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Outline high-impact change
priorities
•
Integrate in Fall operations
•
View results on the VOS
Dashboard.
•
Define trends and rank
impact.
•
Generate solutions and
nominate best practices.
Initial Approach: Council Focus
Establish effective outreach in the form of good email
addresses and drive unit awareness of the program.
Prioritize effective and solution-driven communication
between respondents that submit requests for contact
via the Experience Recovery Notice.
Find immediate opportunity for improvement in major
trends from the Detractors and maintain program or
operational experiences that are pleasing Promoters.
Initial Approach: National Focus
(it’s not just for local councils)
Embed the Voice of the Scout in national planning
processes.
Create a knowledge base of proven solutions and best
practices.
Drive resource/budget decisions based on statistical
trends from what our “customers” want.
Change Driven To and From Units
Keys to a Successful Program

Leadership commitment to sponsor all key actions needed

Valid email addresses for 60% or more of your member base

VOS Champions of 1 board level 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 members for the feedback and include clear action taken
based on the VOS feedback
Contact Information and 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 the VOS Council Toolkit and additional resources including
videos, articles, guides and the Executive Summary from the VOS pilot
program are located at: http://www.scouting.org/jte
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