Co-ops are committed to increasing member engagement and loyalty, a key function of the communications department. The Member Loyalty Index (MLI) is a statistically significant and reliable measure of member engagement and loyalty. It measures a member's emotional attachment to his/her co-op. Increasing emotional attachment is the key to increasing member trust in the co-op, member-owner identity, and willingness to take grassroots action on behalf of the co-op.

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Gauge your members' satisfaction and commitment to your co-op. Do you know what it is about your service that makes members more or less satisfied? How does your co-op rate? Using our residential member survey data from the co-ops we serve, we can compare your survey results to other co-ops we have served nationwide. This can help you benchmark where your individual co-op stands. For Touchstone Energy co-ops, we will include the necessary questions to have your American Customer Satisfaction Index (ACSI) calculated.
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How frequently and thoroughly do your members read your newsletter or magazine and how satisfied are they with it? Are they aware of the industry, cooperative, and community information included? Which columns are most popular? How do they rate criteria such as interest in topics covered, length and variety of articles, type of coverage, quality and quantity of graphics used, style/image, objectivity of coverage, legibility/clarity of print, etc.? Would they be more likely to read an online version? Conduct a survey to help establish reader preferences, likes and dislikes.
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Finding the right message to communicate your products and services is one of the big challenges that marketers and communicators face. Communicating your co-op's solar project is no exception. One of the keys to creating a message that will resonate with your members is to understand their views on renewable energy. A common tool used in traditional marketing is customer segmentation. Consumer packaged goods companies invest heavily in understanding who their customer are and how they think about their products, using this information to build messages that "speak" to the way those customer think and behave. Effectively communicating your energy project is no different. Market research can help you better understand your members by using a segmentation model.
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How quickly are your employees resolving issues after members contact the co-op? Are your member service representatives always friendly and courteous? Where are improvements needed in the field? Improve your service to members by getting immediate feedback on the contact you have with them. This program is custom designed to your co-op operations allowing you to re-contact members on a continuous basis to fix any outstanding issues. This program becomes part of a continuous effort to improve a co-op's performance quality in all areas.

Are your employees engaged with the organization? Is overall satisfaction high? Do they feel they have input into the decision-making process? This research will gauge employees' satisfaction and engagement with the organization and help you understand what it is about your cooperative that makes employees more or less satisfied and engaged.
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What are your commercial and industrial members' future business plans and energy needs? Are they satisfied with your service? How would they rate the quality of power they receive? These are a few of the questions to ask to help you serve your business members better. We offer in-depth interviewing to help you profile and better understand the needs of your key accounts as well as scripted surveys for your other commercial and industrial members.  

Would your members use high-speed Internet service if it were offered by your cooperative? Would they like to view and/or pay their electric bill online? Before you invest in a new service to your members, be sure to assess the potential demand for that service. It's more than a "yes" or "no" question.  

Would you like to hear from your members in their own words? NRECA Market Research Services has professionals trained in focus group moderating and in-depth-interviewing. Let us help you design a study using focus groups, in-depth interviewing, or scripted surveying that is customized to meet your objectives.