9.200.0.447
NRECA Market Research Services performs a number of different types of studies to help cooperatives become more member-focused. Some of the more often utilized include the following:
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[accordions]
[accordion title="Consumer%20Segmentation%20Studies"]
[text content="When%20communicating%20with%20consumer-members%20about%20your%20co-op's%20products%20and%20services%2C%20it's%20critical%20to%20position%20your%20message%20in%20a%20way%20that%20will%20achieve%20desired%20results.%20To%20position%20your%20message%20properly%2C%20you%20need%20to%20understand%20who%20your%20members%20are%20and%20what%20motivates%20their%20choices%20regarding%20energy%20consumption.%20A%20common%20tool%20used%20in%20traditional%20marketing%20to%20understand%20customer%20motivations%20is%20consumer%20segmentation%20which%20is%20the%20practice%20of%20dividing%20a%20customer%20base%20into%20groups%20of%20individuals%20that%20are%20similar%20in%20specific%20ways%20relevant%20to%20marketing%2C%20such%20as%20age%2C%20gender%2C%20interests%20and%20spending%20habits.%20Market%20research%20can%20help%20you%20better%20understand%20your%20members%20by%20using%20a%20segmentation%20model.%3Cbr%3E%3Ca%20href%3D%22%2Fprograms-services%2Fmarket-research%2FPages%2Fconsumer-segmentation-studies.aspx%22%3ELearn%20more.%3C%2Fa%3E" link-color="inherit" link-hover-color="inherit" link-visited-color="inherit" /]
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[accordion title="Organizational%20Culture%20Assessment"]
[text content="A%20healthy%20organization%20culture%20is%20a%20key%20driver%20for%20Cooperative%E2%80%99s%20success%3B%20studies%20have%20shown%20how%20a%20healthy%20culture%20leads%20to%20higher%20levels%20of%20safety%2C%20member%20satisfaction%2C%20productivity%2C%20and%20overall%20organizational%20effectiveness.%20Organization%20culture%20is%20driven%20from%20leadership%20practices%20and%20shapes%20the%20norms%20and%20beliefs%20that%20influence%20how%20employees%20approach%20their%20work%20and%20interact%20with%20each%20other.%20It%20is%20important%20that%20leaders%20understand%20the%20current%20culture%20and%20how%20it%20enables%20or%20hinders%20performance%20results.%20NRECA%20provides%20a%20service%20to%20measure%20and%20assess%20the%20current%20state%20of%20the%20Cooperative%E2%80%99s%20culture.%20The%20survey%20helps%20identify%20strengths%20and%20opportunities%20within%20the%20organization%20and%20captures%20the%20current%20levels%20of%20perceived%20influences%20that%20shape%20the%20current%20culture%2C%20establishing%20a%20baseline%20for%20continuous%20improvement.%20The%20survey%20results%20can%20be%20complimented%20with%20facilitated%E2%80%90guided%20follow%E2%80%90up%20workshops%20to%20define%20the%20desired%20culture%20attributes%20and%20outline%20targeted%20actions%20for%20migrating%20to%20enhanced%20culture." link-color="inherit" link-hover-color="inherit" link-visited-color="inherit" /]
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[accordion title="Member%20Satisfaction%20Studies"]
[text content="This%20research%20will%20gauge%20members%E2%80%99%20satisfaction%20and%20commitment%20to%20your%20co-op%20and%20help%20you%20understand%20what%20it%20is%20about%20your%20service%20that%20causes%20members%20to%20be%20more%20or%20less%20satisfied.%20Using%20our%20residential%20member%20survey%20data%20from%20the%20co-ops%20we%20serve%20we%20can%20compare%20your%20survey%20results%20to%20other%20co-ops%20nationwide.%20Our%20%E2%80%9CCo-op%20Norms%E2%80%9D%20are%20not%20taken%20from%20the%20universe%20of%20all%20co-ops%2C%20but%20from%20those%20who%20value%2C%20monitor%20and%20measure%20the%20satisfaction%20of%20their%20members%20and%20therefore%20represent%20higher%20performing%20co-ops.%20This%20can%20help%20you%20benchmark%20where%20your%20co-op%20stands.%20For%20Touchstone%20Energy%20co-ops%2C%20we%20will%20include%20the%20necessary%20questions%20to%20have%20your%20American%20Customer%20Satisfaction%20Index%20(ACSI)%20calculated.%3Cbr%3E%20%3Ca%20href%3D%22%2Fprograms-services%2Fmarket-research%2FPages%2Fmember-satisfaction-studies.aspx%22%3ELearn%20more.%3C%2Fa%3E" link-color="inherit" link-hover-color="inherit" link-visited-color="inherit" /]
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[accordion title="Member%20Loyalty%20Index"]
[text content="Co-ops%20are%20committed%20to%20increasing%20member%20engagement%20and%20loyalty%2C%20a%20key%20function%20of%20the%20communications%20department.%20The%20Member%20Loyalty%20Index%20(MLI)%20is%20a%20statistically%20significant%20and%20reliable%20measure%20of%20member%20loyalty.%20The%20MLI%20also%20measures%20a%20member%E2%80%99s%20emotional%20attachment%20to%20their%20co-op.%20Increasing%20emotional%20attachment%20is%20the%20key%20to%20increasing%20member%20trust%20in%20the%20co-op%2C%20consumer-member%20identity%2C%20and%20willingness%20to%20take%20grassroots%20action%20on%20behalf%20of%20the%20co-op.%20The%20Member%20Loyalty%20Index%20consists%20of%20five%20measures%20which%20survey%20participants%20are%20asked%20on%20a%20likert-type%20scale.%20These%20four%20measures%20are%20then%20collated%20to%20create%20your%20MLI%20score.%20%3Ca%20href%3D%22%2Fprograms-services%2Fmarket-research%2FPages%2Fmember-loyalty-index.aspx%22%3ELearn%20more.%3C%2Fa%3E" link-color="inherit" link-hover-color="inherit" link-visited-color="inherit" /]
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[accordion title="Communications%20Studies%20" id="comm-studies" class="comm-studies"]
[text text-shadow-preset="Custom" link-color="inherit" link-hover-color="inherit" link-visited-color="inherit" content="%3Cdiv%20id%3D%22comm-studies%22%3EOur%20communications%20and%20readership%20studies%20utilize%20surveys%20to%20help%20you%20determine%20how%20best%20to%20communicate%20with%20members.%20These%20surveys%20may%20assess%20preferred%20methods%20of%20communication%20(print%20vs.%20online)%2C%20topics%20of%20interest%20and%20overall%20awareness%20of%20the%20information%20included%20in%20your%20magazine%20or%20newsletter.%20By%20establishing%20reader%20preferences%2C%20likes%2C%20and%20dislikes%2C%20these%20studies%20provide%20actionable%20results%20that%20co-ops%20can%20use%20to%20improve%20and%20strengthen%20member%20communications.%3C%2Fdiv%3E" padding-top="0px" padding-right="0px" padding-bottom="0px" padding-left="0px" /]
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[accordion title="Contact%2FService%20Monitoring%20Studies"]
[text content="How%20quickly%20are%20your%20employees%20resolving%20issues%20after%20members%20contact%20the%20co-op%3F%20Are%20your%20member%20service%20representatives%20always%20friendly%20and%20courteous%3F%20Where%20are%20improvements%20needed%20in%20the%20field%3F%20Improve%20your%20service%20to%20members%20by%20getting%20immediate%20feedback%20on%20the%20contact%20you%20have%20with%20them.%20This%20program%20is%20custom%20designed%20to%20your%20co-op%20operations%20allowing%20you%20to%20re-contact%20members%20on%20a%20continuous%20basis%20to%20fix%20any%20outstanding%20issues.%20This%20program%20becomes%20part%20of%20a%20continuous%20effort%20to%20improve%20a%20co-op's%20performance%20quality%20in%20all%20areas." link-color="inherit" link-hover-color="inherit" link-visited-color="inherit" /]
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[accordion title="Market%20Assessment%20Studies"]
[text content="Would%20your%20members%20use%20high-speed%20Internet%20service%20if%20it%20were%20offered%20by%20your%20cooperative%3F%20Would%20they%20like%20to%20view%20and%2For%20pay%20their%20electric%20bill%20online%3F%20Are%20your%20members%20interested%20in%20an%20EV%20charging%20program%3F%20%20Before%20investing%20in%20a%20new%20service%20or%20program%20for%20your%20members%2C%20it%20is%20important%20to%20understand%20the%20potential%20success.%20%20This%20will%20become%20increasingly%20important%20as%20distributed%20generation%20and%20beneficial%20electrification%20continue%20to%20become%20more%20prominent%20in%20co-op%20territories.%20%20Conducting%20a%20survey%20with%20your%20members%20can%20help%20you%20understand%20the%20potential%20financial%20return%20on%20your%20co-ops%20investment%20before%20making%20the%20financial%20commitment%20to%20any%20program." link-color="inherit" link-hover-color="inherit" link-visited-color="inherit" /]
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[accordion title="Commercial%20%26%20Industrial%20Studies"]
[text content="What%20are%20your%20commercial%20and%20industrial%20members'%20future%20business%20plans%20and%20energy%20needs%3F%20Are%20they%20satisfied%20with%20your%20service%3F%20How%20would%20they%20rate%20the%20quality%20of%20power%20they%20receive%3F%20These%20are%20a%20few%20of%20the%20questions%20to%20ask%20to%20help%20you%20serve%20your%20business%20members%20better.%20We%20offer%20in-depth%20interviewing%20to%20help%20you%20profile%20and%20better%20understand%20the%20needs%20of%20your%20key%20accounts%20as%20well%20as%20scripted%20surveys%20for%20your%20other%20commercial%20and%20industrial%20members.%20%20%20%20%20%20%20%20%20%20%20%20" link-color="inherit" link-hover-color="inherit" link-visited-color="inherit" /]
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For more information, please contact Mike Sassman or Jane Sanstead.