March 2006
New Research Explores Drivers of Member Satisfaction
Connect 2006 Sessions to Cover Important Brand Initiatives
Touchstone Energy Membership Now 630 Strong
New Poster and Counter Card Available on AdvancingTheBrand.coop
Web Conference Looks at Middle Market Energy Views
New Task Force to Examine Energy Efficiency Programs
Designs Available for New Employee Recognition Program
Kentucky Co-ops Award Scholarships to Deserving Students
New Research Explores Drivers of Member Satisfaction
The results of the 2005 National Survey on the Cooperative Difference are in, providing insight into the actions and messages that drive member satisfaction and loyalty and enriching 2004 data. The survey was fielded at 10 cooperatives nationally and was conducted by TSE Services (Raleigh, N.C.), the market research firm that conducted the
2004 survey and is owned by North Carolina's electric co-ops. In addition to this national effort, interviews were contributed by member systems of the North Carolina Association of Electric Cooperatives and Alabama Electric Cooperative, resulting in more than 9,000 interviews.
The 2005 research assessed co-ops’ performance on 16 different service attributes, such as reliability and effective communications, and revealed key drivers of satisfaction, loyalty and sense of membership.
Some of these drivers include:
- providing quality and reliable service
- offering good value
- helping members manage energy use
- showing members the co-op is “looking out for them.”
"The findings indicate that letting members know their cooperative is ‘looking out for them’ by investing in systems for improved reliability and outage response, helping them manage energy use, being concerned for the environment and providing good customer service will enhance their sense of getting a good value and lead to higher levels of satisfaction and loyalty,” says Tom Laing, director of market research at TSE Services.
The 2005 survey took a hard look at how Touchstone Energy cooperatives can move the needle in member satisfaction, said Touchstone Energy COO Jim Bausell. “The 9,000 interviews provided a robust data set that paves the way for future communications efforts that will be meaningful for cooperative members,” he added.
The full report will be delivered to all Touchstone Energy co-op CEOs and brand managers in April.
Connect 2006 Sessions to Cover Important Brand Initiatives
Co-op communicators, marketers, member service pros and brand managers will descend on San Antonio May 16-19 for Connect 2006. In addition to a stable of highly regarded general session speakers, the conference will feature more than 30 breakout sessions on topics relevant to electric cooperatives. The Touchstone Energy “Branding Bonanza” track includes six informative breakouts on a range of key issues, including:
True Grit: What your members really think about your co-op
Learn how the 2005 Touchstone Energy Survey on the Cooperative Difference offers critical insight into the actions and messages that drive member satisfaction and loyalty. Hear how the survey serves as a guide to help craft messages and implement best practices that hit the mark with co-op members. Tom Laing, director of market research at TSE Services (Raleigh, N.C.) will lead this session.
Aces High: Best Practices that Drive Member Satisfaction
See how to use Touchstone Energy customer satisfaction benchmarking not only to measure success but to improve business performance. Hear from two co-op CEOs using Touchstone Energy tools to raise employee morale, set organizational goals and enhance the members' experience with the co-op.
Life Beyond the 30-Second Spot
Get an in-depth look at the 2006 Touchstone Energy advertising and communications portfolio. Learn how locally customizing these resources can move the needle when it comes to communicating the cooperative difference.
Wide Open Spaces
Hear how co-ops are leveraging SitesAcrossAmerica.com to gain a competitive edge with site selectors and ultimately to bring jobs and businesses to co-op communities. Listen in as a site selection consultant explains what’s expected from a utility during the site-selection process.
When Just One Card Will Do
Get the goods on how the Co-op Connections Card is a win-win-win program for electric cooperatives, the businesses they serve and their residential members. Co-op peers will explain how this program builds loyalty and clarifies the link between local electric co-ops and the Touchstone Energy brand.
Touchstone Energy Home on the Range
Recognizing the challenge of rising energy costs, timing couldn’t be better to learn how the Touchstone Energy Home and other energy efficiency programs delivered via the Touchstone Energy brand can help co-op members reduce energy costs and show how cooperatives look out for their members.
Register Today for the Brand Leadership Summit!
The Touchstone Energy Brand Leadership Summit is slated as a Connect pre-conference event May 16 from 10 a.m. to 3 p.m. Speakers will include members of the Touchstone Energy advisory committees, national staff and other brand-building experts. There is no registration fee for the Brand Leadership Summit, but attendees must register for the event. To register for Connect and the Brand Leadership Summit, go to the conferences section on Cooperative.com. Conference details and updates can be found at www.touchstoneenergy.coop.
A limited number of hotel rooms have been set aside at the Marriott Rivercenter, with a special conference rate of $172 single/double for conference attendees. To receive this special rate, attendees must reserve a room by April 10, 2006. Reservations made after this date will not be guaranteed the special conference rate and are subject to availability.
For reservations, please contact the Marriott Rivercenter at 210.223.1000 and mention the “NRECA/Touchstone Energy Connect Conference."
Touchstone Energy Membership Now 630 Strong
Touchstone Energy welcomed four new cooperatives in February and March, bringing total membership to a new high of 630 cooperatives. New members include:
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Cullman Electric Co-op (
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Meriwether Lewis Electric Co-op (
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Kit Carson Electric Cooperative (
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“The addition of these four progressive cooperatives, all from very different parts of the country, really strengthens the Touchstone Energy cooperative network,” said Jim Bausell, COO of Touchstone Energy Cooperatives. “With 630 Touchstone Energy co-ops in 45 states communicating the benefits of electric cooperative membership, the state of the Touchstone Energy brand has never been better,” he added.
New Poster and Counter Card Available on AdvancingTheBrand.coop
A new Cooperative Difference poster and counter card is available on www.advancingthebrand.coop. The new series is called “Advocacy,” and carries the message, “Looking Out For You, That’s the Cooperative Difference.” The advancingthebrand.coop Web site was created in 2003 to house Touchstone Energy posters, counter cards, print ads and bill stuffers that help co-ops communicate the unique advantages of being a member of a local electric cooperative.
In the past, Touchstone Energy has mailed a copy of the posters and counter cards to each co-op. However, with the release of the new elements, member cooperatives will have more flexibility in the design. There are three poster and counter card options. As shown below. Each cooperative can receive one complimentary poster and counter card by accessing www.advancingthebrand.coop and filling out the appropriate information.
Web Conference Looks at Middle Market Energy Views
The results of the 2006 Touchstone Energy Business Advisory Council (BAC) will be presented in a Web conference on April 20. As in the past, the annual BAC report contains unique insights from energy managers into the challenges and needs of their businesses and how electric cooperatives can better serve them. In a new approach, this year’s report showcases the findings of a BAC made up of representatives of small to medium-sized organizations.
The Web conference will answer questions such as:
- What are the energy needs of the middle market?
- Do middle market energy managers share the same or different views of co-ops as residential and large C&I customers?
- How do they view recent rate volatility?
- As energy prices rise, what opportunities are there to provide solutions that help control costs?
Date: Thursday, April 20, 2006
Time: 1 p.m. Eastern
Speakers:
- Tim Sullivan – director, C&I Business Development, NRECA and Touchstone Energy Cooperatives
- Ronnie Wiggins – BAC member and facilities manager, Berkeley County Schools (South Carolina)
- Joel Jarnagin – BAC member and general manager, Five Rivers Cattle (Kansas)
Cost: Free for Touchstone Energy members
Please register by close of business on Monday, April 17, 2006. Call-in and Web access details for participants to follow.
New Task Force to Examine Energy Efficiency Programs
The Touchstone Energy Business Development Advisory Committee recently established a residential energy task force dedicated to improving the Touchstone Energy Home Program and developing other energy efficiency deliverables for co-ops to provide to their members.
The task force plans to update and expand the Touchstone Energy Home Program, which provides energy efficiency standards for residences customized to suit their geographic locations. Marketing and public relations collateral and other tools will be provided as components of a new step-by-step guide to help co-ops implement and promote the program locally.
“Our goal is to develop a set of standards that will be adaptable for any region or co-op and that will help co-ops provide energy efficiency guidance to their members,” said Mark Ingram, marketing products and services coordinator at Alabama Electric Cooperative (Andalusia, Ala.) and chair of the new task force. “We want to offer programs that provide real benefits to members while at the same time building the Touchstone Energy brand and representing its four core values of integrity, accountability, innovation and commitment to community,” he added.
A breakout session on energy efficiency will be offered at the Connect 2006 Conference (see story above for more conference details) and will feature the Touchstone Energy Home Program and an update on the task force’s activities.
Designs Available for New Employee Recognition Program
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Logo designs for the new Touchstone Energy Power & Hope Employee Recognition Program, which was introduced at the Touchstone Energy Annual Meeting in February, are available for download at www.touchstoneenergy.coop, under the programs tab in the member resources section.
The Power & Hope Program recognizes co-op employees who have gone above and beyond to help fellow cooperatives in times of challenge. Power & Hope recognition is not limited to aid provided during a natural disaster, and all co-op employees, not just linemen, are eligible for the award. The program will be administered by individual Touchstone Energy co-ops, and the co-op management will select recipients of the award.
The program is flexible. Several different design options for the awards can be downloaded and implemented however cooperatives see fit. Designs can be used in a lapel pin, patch, truck decal, plaque, certificate or any other element.
Co-ops are encouraged to use a local vendor to produce recognition elements, but Touchstone Energy staff can provide contact information for a national vendor if needed. For questions on implementation of the program, contact Marty Haught at 703.907.5968, marty.haught@nreca.coop, or Erin Keogh at 703.907.5572, erin.keogh@nreca.coop.
Kentucky Co-ops Award Scholarships to Deserving Students
What started as a basketball tournament for small high schools has grown into multi-season sports, music, arts and academic competitions for Kentucky high school students. Now in their seventh year as the title sponsors of the Touchstone Energy All-A Classic, Kentucky’s Touchstone Energy cooperatives support a series of tournaments and
competitions, including cheerleading, music, baseball, a headlining basketball tournament and an academic competition.
“This program is an excellent way to showcase our commitment to our communities. The Touchstone Energy All-A Classic provides many well-rounded opportunities for students from small Kentucky high schools,” says Jerry McDonald, advertising and brand manager at East Kentucky Power Cooperative (Winchester, Ky.).
As part of the All-A Classic, individual need-based scholarships are awarded to help students finance their college educations. Each year, more than 300 students apply for 50 $1,000 scholarships to be used at an in-state college. Photos of recipients are placed in the students' hometown newspapers, and a scholarship banquet is held in their honor.
This aspect of the sponsorship is especially rewarding, says McDonald. "We're so proud that our participation makes it possible to offer college scholarships to kids who really need and deserve them."
Shelby Electric Cooperative Sells Cookbooks for Charity
Shelby Electric Cooperative (Shelbyville, Ill.)has prepared a Touchstone Energy Cookbook to raise funds for its annual “Christmas Year Round Fund,” a program developed to benefit local charitable organizations throughout the year. Shelby Electric contributes to its community each year by developing new and different means of fundraising.
The cookbooks are $10 plus $3 for shipping. To place an order, visit www.shelbyelectric.coop, under the “Our Community” tab, or contact Kevin Bernson at 800.677.2612.
Quotable Quote
"Given how hard the consumer is to reach today, a strong and unified brand message is increasingly becoming the only way to break through."
- Jan Lindemann, managing director, Interbrand
Business Week, August 4, 2005
Editor, Erin Keogh
erin.keogh@nreca.coop
703.907.5572