PROPOSAL ACSI MEMBER SATISFACTION AND ATTITUDE SURVEY
PREPARED FOR:
ISSUED: 06.27.2016 VALID TO: 03.01.2017
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PROJECT SCOPE The Ohio Electric Cooperatives statewide organization has asked Inside Information for a proposal to conduct 2017 surveys for each of its 25 member co-ops to measure member satisfaction using the American Customer Satisfaction Index, as well as other attitudes regarding co-op attributes and service. This proposal outlines the project deliverables, timeline and pricing.
OVERVIEW & METHODOLOGY Inside would conduct a Residential Member ACSI Satisfaction and Attitude Survey for each of the 25 statewide member cooperatives choosing to participate. Each cooperative has the option to individually customize the survey questions and length. It is recommended that at a minimum all co-op surveys include the same basic ACSI and demographic questions in order to summarize and compare that data in a statewide aggregated report. Inside would complete either 300 or 350 residential responses for each cooperative, which would yield results with margins of error no greater than +/- 5.2% (350) or +/- 5.6% (300) at a 95% degree of confidence. South Central Power prefers a 1,050 sample size - 350 interviews in 3 different locations. Assuming an aggregated 9,000-household random sample, the statewide results would have a margin of error of +/- 1.0% at a 95% confidence level. Surveys will be conducted both digitally and by phone (see details following). The basic ACSI survey call will be a maximum of five minutes – the statewide and/or individual cooperatives also have an option of 7-minute or 10-minute survey lengths. All survey calls would be conducted during weekday evenings to help ensure sampling a representative cross-section of members. Inside Information would first execute a confidentiality agreement with the statewide, and/or each individual cooperative if desired, specifying that each cooperative maintains exclusive ownership rights to all data developed and used in the course of the project. The client plans to have the survey project conducted during the first half of 2017, with results anticipated in late summer. To meet the desired timeline, Inside Information would follow the schedule below: Jan-Feb – Member File Download & Survey Development March-June – Survey Fieldwork July-Aug – Reports Finalized
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PROCESS Inside Information keeps clients informed during the progression of the project. Following is an outline of project specifications.
content
Inside would work with the statewide and member cooperatives to review and finalize each survey document, in order to ensure consistency and trending with previous surveys. For the statewide survey, the ACSI and demographic core questions would be consistent across all co-ops. Individually, each co-op would be able to add customized questions within the time length for their own surveys. The surveys could determine statistically valid results, as well as trends, in these areas: overall member satisfaction and loyalty – Touchstone ACSI questions • awareness of the Touchstone brand and co-op engagement in the brand •
• relationship with the co-op and value of the co-op business model • attitudes about environmental issues regarding renewables and energy efficiency • awareness and perceptions of renewable energy and potential renewable projects • interest in co-op energy efficiency and demand-side programs • personal communication, tech use and opportunities – social media, mobile apps, text messaging • demographics – including age, education, occupation, length of membership
The statewide would obtain the residential member files from each co-op and send
planning
the files to Inside, from which Inside would randomly select the survey lists. Co-ops would first remove the names of any employees and/or directors from their member files. During this same time, Inside would work with each co-op to finalize their customized survey document. Inside Information will coordinate communication with the cooperatives based on the preference of statewide working only through statewide or directly with the cooperatives as directed.
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Based on the projected timeline, Inside would perform survey fieldwork from March to
survey
June 2017 using a hybrid telephone and digital approach, in order to ensure that households with no phone number on file would be able to participate if they are randomly selected. Initially, Inside would design, print and mail postcards and send emails to randomly selected households offering the opportunity for members to complete the survey online. Members who do not respond online may then be contacted by phone as needed. As specified by the client, 25% of responses would be collected online and the remainder by telephone. Inside would perform all postcard design, printing, mailing and emailing, would build and host the online survey, and would conduct all survey calls.
reports
Inside will send ACSI survey data to NRECA for scoring for all Touchstone Energy cooperatives, and will show ACSI score comparisons with other co-op score ranges, as well as with other utilities and non-utility companies around the country. In addition, Inside will include past survey results to provide cooperatives with seamless trending to previous reports. Final reports for the statewide report and each cooperative’s survey would include:
Survey Overview and Trending Report
Executive Summary
PowerPoint Presentation Slide Deck
Statistical Crosstab Analysis
Electronic files of the preliminary survey reports are provided to the client for review, and then upon approval, Inside delivers printed reports and digital files of the final results including two (2) printed binders of the final survey report for each cooperative and statewide aggregated and one (1) set of crosstabs per co-op. In order to provide comparative data, Inside would produce a side-by-side spreadsheet showing ACSI, all base survey questions and demographic results of all participating member systems. However, to protect individual co-op confidentiality, each co-op will be identified only by number rather than by name in the comparative report. If desired, Inside would be available to deliver an on-site or web presentation of the statewide survey and/or any individual co-op survey results, to provide an overview and discussion of the actionable data.
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TIMELINE The Ohio Electric Cooperatives project is anticipated to be completed in approximately eight months depending on cooperative response time and number of participants. Below is an overview of project phases and estimated progression. Months
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Planning Development Fieldwork Reporting
PLANNING
DEVELOPMENT
Finalize project details, begin communication with participants
Develop survey instruments, finalize lists, create materials and digital surveys
FIELDWORK
REPORTING
Notify members, conduct digital and phone
Prepare reports, review with clients and
surveys, provide regular updates
produce final results
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PRICING
Budget options below as specified by client based on requirement of 75% telephone. If client elects to not restrict online response, a 10% discount would be applied to each noted survey option (*). ACSI ONLY OPTION $ 5,200 per co-op* $ 5,700 per co-op*
300-sample 350-sample
Option A 7-minute survey – ACSI plus additional questions $ 6,900 per co-op* $ 7,500 per co-op*
300-sample 350-sample
Option B 10-minute survey – ACSI plus additional questions 300-sample 350-sample
$ 9,800 per co-op* $ 10,500 per co-op*
South Central Power Based on 1,050 sample ACSI only 7-minute survey– ACSI plus additional questions 10-minute survey– ACSI plus additional questions
$ 13,700* $ 15,000* $ 18,000*
Other Expenses / Options Aggregated statewide ACSI/demographic report Pre-survey postcards – includes design, printing, postage to random survey list ($2,200(not for including South Central) Optional on-site presentation travel)
$ 2,450 $ 950 per co-op $ 650 per co-op
Optional web presentation Travel expenses for any on-site meetings
$ 450 per co-op As needed
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FROM OUR CLIENTS
MEL COLEMAN
STANLEY YOUNG
CEO North Arkansas Electric President NRECA
“The surveys Inside Information conducts are insightful, and the detailed reports help us create an actionable plan.”
Director of Marketing Lake Region Electric Cooperative
“We get the right message to the right members and are able to track
TONYA SEXTON
VP Marketing & Communications First Electric Cooperative
“Inside Information always goes above and beyond to meet our needs.”
our campaign success using Inside Information’s services, which helps us be even more effective.”
REFERENCES Inside Information has conducted similar group co-op G&T and/or statewide survey projects for the following clients.
BRET CURRY
KATHY TAYLOR
MIKE MAJORS
Marketing Manager Arkansas Electric Cooperatives Little Rock, AR 501-570-2200
VP-Corporate Relations Corn Belt Power Cooperative Humboldt, IA 515-332-2571
Marketing Manager PowerSouth Energy Andalusia, AL 334-427-3000
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ACCEPTANCE OF PROPOSAL The Ohio Electric Cooperative statewide organization acknowledges the scope and pricing in the attached proposal of work and gives authorization to proceed with the project identified as ACSI Member Satisfaction and Attitude Survey. Details will be determined for each participating cooperative and will be outlined in a project specification addendum. Proposal date: 06.27.2016
Julie Elliott Name
Name
President Title
Title
Signature
Signature
June 27, 2016 Date
Date
AUTHORIZATION
PAYMENT DETAILS
Please Email Acceptance to: info@inside-info.com
Inside will invoice for 50% of the survey project in advance, and the remainder upon completion
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ABOUT US
WHO ARE WE? We believe that accessing, understanding and using information is key in every organization. Our goal is to help our clients turn data into intelligence and intelligence into action. Formed in 1995, Inside Information has provided
Inside Information is uniquely qualified to help
consumer data collection and database marketing
clients with research and communication projects.
services for more than 300 cooperatives in 33 states.
Customer Communication
Research
Data Connection
A Few Words to Describe Us
Responsive – always available and keen on meeting deadlines
Creative – constantly exploring fresh ideas
Flexible – providing customized solutions to meet each client’s needs
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OUR TEAM
Keith Kaderly
Julie Elliott
David Baldwin
Principal
President
Baldwin Associates
Julie Elliott, Inside Information, Inc.,
David Baldwin, Baldwin/Associates,
Kansas City, MO. Since 1995, President
Springfield, MO. Since 1995, Principal of
of Inside Information, responsible for
Baldwin/Associates, providing consulting
the development and administration of
services in strategic marketing planning,
customer research, database
consumer research, Internet and
client solutions.
marketing, Internet services, and
database direct marketing and
employee surveying for utility clients.
employee surveying. Responsible for
More than 18 years’ experience in
Inside Information has provided
project coordination and account
consumer research and database
service.
Keith Kaderly, Inside Information, Inc., Fayetteville, AR. Since 2015, Principal at Inside Information, responsible for business development, marketing, management and implementation of
marketing management at an Arkansas electric cooperative, with extensive experience in marketing, communication, advertising, social and digital media, mobile applications and Key Account programs. B.S.B.A. in Marketing from the University of Arkansas, Fayetteville, AR. Certified NRECA Key Account Executive, also certified Energy Auditor including residential lighting and thermography.
marketing programs for more than 300 utilities in 33 states.
Ten years as director of marketing at two wholesale generation and
Ten years’ marketing experience at two
transmission electric cooperatives,
electric cooperatives in Missouri,
responsible for the management,
responsible for marketing, research
development and implementation of
and customer database development
cooperative marketing programs.
and implementation. Presenter at
Presenter at co-op national and regional
co-op national marketing conferences. B.S. degree from the University of Missouri School of Journalism, Columbia, MO.
conferences. B.S. degrees in Business Management and in Organizational Communications from Missouri State University, Springfield, MO.
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PROVIDING RESEARCH, COMMUNICATION & MARKETING SERVICES SURVEYS End Use/Appliance Saturation • Employee • Member Satisfaction • Customer Service Tracking Publication Readership • ACSI • Commercial Accounts • Transactional/Follow Up COMMUNICATION Website Design / Management • Mass Mailings • Member Promotional Campaigns • Grassroots Initiatives • Key Accounts Engagement PROGRAMS & DATA MANAGEMENT Energy Efficiency Data and Reporting • Rebate Program Online Systems • Safety Training Information Systems • Member Database Management
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