2016-2017 Membership Feedback Survey Results April 2017 Report Prepared by Stacey Burrell
2016-2017 Membership
Feedback Survey Results
April 2017
Report Prepared by Stacey Burrell
Membership Feedback Survey Results - 2016-2017 | 1
Background and Objectives
Since 2013 TSBE has been surveying the membership as a way of tracking the health of the
membership across key areas including:
• Membership demographics
• Membership satisfaction
• Membership services and events feedback
• Growth in knowledge and awareness of opportunities
• The generation new jobs
• Capital investment
Survey results are used to inform any changes required to the membership offer or service delivery.
The 2017-2018 membership prospectus will incorporate the findings.
Survey Method
The survey was sent to the primary contact within each member company. As the membership is for
the company and not an individual, feedback opportunities are only provided to one person at each
member company who acts as the spokesperson for the membership. This ensures reliable feedback
with each company having an equal say.
As the key contact person for the membership, the primary contact is supposed to be the most
informed and is sent the survey link. Within the instructions however there is an option to nominate
a suitable proxy from within their company in the event they are unable to complete it.
The Survey Monkey online platform was used to design the survey and generate a collection link,
which was sent to 418 primary contacts on 7 February. The survey was closed on the 28th February
after a reminder had been sent.
A minimum of 91 responses were needed for a 95% confidence level and a total of 117 (28%)
responses were received back from the membership which represented a 3% increase on the
previous year.
0
5
10
15
20
25
30
35
40
2013-2014 2014-2015 2015-2016 2016 - 2017
% Participating in the Survey
Membership Feedback Survey Results - 2016-2017 | 2
Results
Finding out how long a
respondent has been a member
for is very helpful in determining
their level of experience with the
membership and provides an
indication of the customer
lifetime value.
A great indication for TSBE is
that the longevity of members
has had stable growth over the
last few years.
Responses to this question
demonstrate that a proportionate
number from each level have
completed the survey.
27.4%
12.8%
16.2%
43.6%
How long have you held your TSBE membership?
Less than 1year
More than 1year
More than 2years
More than 3years
0.9%
7.7%6.0%
15.4%
23.1%
29.1%
8.5%
1.7%
7.7%
What is your current level of membership with TSBE?
Diamond
Platinum
Gold
Silver
Bronze
Base
Friends ofTSBEOther
57
70 71 72.6
0
10
20
30
40
50
60
70
80
2013-2014 2014-2015 2015-2016 2016- 2017
Member Longevity (% of members who have been members for more than 1 year)
Membership Feedback Survey Results - 2016-2017 | 3
There has been a decrease in
how familiar members are with
their membership of 4.3%.
This measure can impact the
value and experience of the
member in subsequent
questions.
It is good to see that 57%
(increase of 2% from last survey)
of members have a good
understanding of FLA and 33%
(decrease of 4% from last
survey) want to know more.
All positive comments apart from
one respondent who said they
knew nothing about FLA.
For those who would like to know
more, efforts are being made to
get in contact.
19.7%
41.0%
26.5%
12.8%
How well do you know your level of membership entitlements found in the TSBE Membership Prospectus?
I am aware of ALL of mymembership entitlements at mychosen level of membership
I am aware of MOST of mymembership entitlements
I am aware of SOME of mymembership entitlements
I am unsure of my membershipentitlements
16.2%
41.0%
33.3%
9.4%
How much do you know about Food Leaders Australia (FLA)?
I know FLA very well andI'm already in contact withthe FLA team
I know about FLA andhowever it is not relevant tomy business
I know very little about FLAand would like to learnmore
Other (please specify)
5262 65 60.7
0
20
40
60
80
2013-2014 2014-2015 2015-2016 2016 - 2017
% of respondents aware of most or all of their benefits
Membership Feedback Survey Results - 2016-2017 | 4
In the previous membership
year 49.6% of members were
either Extremely Satisfied or
Very Satisfied with the website.
This year after rolling out a
new website/CRM in December
there has been an increase in
this figure by 10% to 59% of
which an increased proportion
are Extremely Satisfied.
Comments were mixed with
one respondent saying that the
new website looks the part but
is clunky while another said it
was “modern easy to navigate
and extremely professional”
and another saying that the
changes to the website have
“enhanced user appeal”. Overall there were more positive than negative comments.
Enhancing user experience on TSBE’s websites and within the member portal is a continued focus.
Last year 72% were either Very Satisfied or
Extremely Satisfied with frequency and
relevance of email correspondence, this
year that figure has increased to 79%.
In the comments were three positive
evaluations of the correspondence and one
who wrote that they rarely read the bulk
mailings due to lack of time.
7.8%
51.3%20.0%
1.7%
0.0%19.1%
How satisfied are you with TSBE's website?
ExtremelySatisfied
Very Satisfied
ModeratelySatisfied
Slightly Satisfied
Not at all Satisfied
I do not use theTSBE website
13.9%
65.2%
20.0%
0.9%
0.0%
How satisfied are you with TSBE's monthly e-news correspondence?
ExtremelySatisfied
VerySatisfied
ModeratelySatisfied
SlightlySatisfied
Not at allSatisfied
Membership Feedback Survey Results - 2016-2017 | 5
89% were either Extremely Satisfied or
Very Satisfied with the invitations and
reminders compared to 84% last year.
Comments were conflicted with one
member writing that they find reminders
very helpful and another commenting that
they receive too many sometimes.
To reduce inbox clutter during busy periods,
TSBE is implementing a single email
bookings reminder for multiple events.
72% last year were either Very
Satisfied or Extremely Satisfied with
frequency of email correspondence.
This year it has increased to 89%
showing a significant increase in
approval.
13.9%
74.8%
10.4%
0.9% 0.0%
How satisfied are you with the frequency of TSBE's email correspondence?
ExtremelySatisfied
Very Satisfied
ModeratelySatisfied
Slightly Satisfied
Not at allSatisfied
30.4%
58.3%
9.6%
0.9% 0.9%
How satisfied are you with TSBE's event invitations and reminders?
ExtremelySatisfied
VerySatisfied
ModeratelySatisfied
SlightlySatisfied
Not at allSatisfied
Membership Feedback Survey Results - 2016-2017 | 6
Compared to last year
the top three sources
have stayed the same
with a small increase
of 3% preference for
direct email and a 7%
reduction in favour of
the newsletter.
In the last survey,
LinkedIn was cited as
the highest level of
engagement. This year
Facebook is in the lead
by nearly 3%.
A few comments were made around a preference for verbal and face to face communication which is
something that for Bronze and above members will continue to be enhanced in 2017-2018
While social media is not necessarily high on the list of locations for members to receive news,
based on the continued and consistent growth across social media channels, this activity forms a
crucial part of TSBE/FLA’s external communications with the wider community.
Pleasingly customer service has reached an all-
time high at 85%(see yearly comparisons
provided below) and 0 unsatisfied
respondents.
38.3%
47.0%
12.2%
2.6%0.0%
How satisfied are you with your interactions with staff?
ExtremelySatisfied
VerySatisfied
ModeratelySatisfied
SlightlySatisfied
Not at allSatisfied
7977
75
85.3
65
70
75
80
85
90
2013-2014 2014-2015 2015-2016 2016-2017
Customer Service (% of Members Very Satisfied or Extremely Satisfied with their interactions with TSBE
staff)
16.5%
51.3%
3.5%8.7%
6.1%
65.2%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
Website eNewsletter Twitter Facebook LinkedInGroup
Direct Email
Of TSBE’s communication channels, which ones do you check most regularly? (can select more than one answer)
Membership Feedback Survey Results - 2016-2017 | 7
Feedback showed a small improvement
on last year.
Comments made on this question
centred around either not being able to
attend due to external factors or
praising the events for being well run.
There were two negative comments
around events being too big to network
easily or find the right/relevant person.
One person said they only attended if
topic was relevant to
construction/development.
A new question this year, we wanted
to keep it simple and find out if
members were indeed satisfied
overall.
75% are either Extremely or Very
Satisfied. Pleasing to note that 0%
were not-at-all satisfied.
TSBE is actively working to ensure
enhanced satisfaction through
implementing many of the
improvements identified during both
the survey and focus group initiatives.
28.1%
47.4%
17.5%
5.3%1.8%
How satisfied are you with TSBE functions?
ExtremelySatisfied
Very Satisfied
ModeratelySatisfied
SlightlySatisfied
Not at allSatisfied
25.0%
50.0%
20.5%
4.5% 0.0%
Overall, how satisfied are you with TSBE?
ExtremelySatisfied
Very Satisfied
ModeratelySatisfied
SlightlySatisfied
Not at allSatisfied
72
74
76
78
80
82
2013-2014 2014-2015 2015-2016 2016 - 2017
% Very Satisfied or Extremely Satisfied with TSBE functions
Membership Feedback Survey Results - 2016-2017 | 8
87% represents a 2% decrease on last
year in members’ willingness to refer
TSBE to others.
82.1%
1.8% 16.1%
Are you planning on renewing your TSBE membership?
Yes
No
Maybe
43.4%
43.4%
8.0%
1.8%0.0%
3.5%
Based on your overall impression of TSBE how likely would you be to recommend the company to
others?
Extremely Likely
Likely
Unsure
Unlikely
Never
I am a new memberand yet to decide
94
8889
86.8
82
84
86
88
90
92
94
96
2013-2014 2014-2015 2015-2016 2016-2017
Likely or Extremely likely to recommend TSBE to others
Membership Feedback Survey Results - 2016-2017 | 9
68% of members experienced an
increase in revenue, this is an
increase on last year by
approximately 10%.
We ask at the end of this question
whether TSBE contributed to this
outcome and 17 respondents said yes.
Compared to last year the number of
members claiming a decrease in
revenue has reduced considerably.
This survey’s findings suggest
43% of respondents had some
percentage of investment in their
business.
20.0%
19.1%
2.7%
0.9%0.9%
56.4%
In the last 12 months has your business had additional capital investment?
<5%
5-20%
20-50%
50-80%
80-100%
>100%
N/A
22.7%
34.5%8.2%2.7%
31.8%
In the last 12 months has your business increased its revenue?
<5%
5-20%
20-50%
>50%
N/A
Membership Feedback Survey Results - 2016-2017 | 10
53% of respondents have hired
new staff in the last 12 months,
this is nearly identical to the
2015-2016 findings.
Down 5% compared with last
year but still 72% of members
benefit from a moderate to
significant increase in
knowledge as a direct result of
the membership.
29.6%
12.0%
4.6%
6.5%
47.2%
In the last 12 months how many additional staff has your business hired?
1-3
3-10
10-30
>30
N/A
23.9%
47.7%
20.2%
8.3%
In the last 12 months has TSBE membership and engagement contributed to an increase in your industry knowledge and awareness of opportunities?
SignificantIncrease
ModerateIncrease
Minimal Increase
No Increase
Membership Feedback Survey Results - 2016-2017 | 11
TSBE is seen by members to have a high level of effectiveness in a range of areas with most
respondents nominating TSBE as effective or highly effective. TSBE is seen to be most effective at
Awareness of Export Opportunities, Advocacy for the region and Local Content.
50
53
59
54
41
48
48
0 20 40 60 80
Advocacy for infrastructure
Bringing new business to town
Advocacy for issues affecting the region
Local Content
Awareness of export opportunties
Innovation
Building Government relationships
How do you rate TSBE's effectiveness in: Highly Uneffective
Not Effective
Unsure
Effective
Highly Effective