SEMI Member Satisfaction Survey Guides Continuous Improvement
Annual survey indicates member satisfaction is high and stable
Results from the annual SEMI Customer Satisfaction Survey show member satisfaction remaining above 90%, comparable to last year when overall satisfaction with SEMI rose 22% (as measured by the percentage of members rating SEMI performance Acceptable and Above Acceptable). Overall satisfaction with SEMI among members rose to 93% in the latest survey, improving in nearly all regions.
This is the seventh year that SEMI has analyzed member and customer satisfaction with an annual survey. Feedback was collected from a total of 1,169 people including 785 members, resulting in a 6.3% response rate and a 2.2% margin of error with 95% confidence. The survey was conducted in English, Japanese, Korean, and both simplified and traditional Chinese. No significant changes were made in the survey methodology, questions, rating scale, look-and-feel, or member respondent profile in 2011 from previous years.
“Last year we attributed some of the jump in satisfaction to a rapid improvement in the market environment that coincided with the timing of the survey,” said Tom Morrow, SEMI executive vice president and chief marketing officer. “This year’s comparable results are good confirmation that many of the new people, programs and changes over the past four years are being well received.”
Small companies and large companies rate SEMI about the same. Member satisfaction has increased across all member size categories compared to 2010. Member satisfaction is not correlated with the type of company; wafer processing equipment manufacturers rated SEMI the same as materials manufacturers (94%), and about the same as PV equipment manufacturers, component/subsystem suppliers, and packaging/test companies. Among job titles, respondents in Executive and Director positions report higher overall satisfaction scores this year.
According to the survey, key drivers of satisfaction include employee performance, products such as market data reports and webcasts, conferences and expositions and communications (newsletters, website). When asked what activities are most important to members, expositions, industry standards, market information and data programs, addressing critical issues like 450 mm, and PV/emerging market support were rated highest.
More members are planning to renew membership this year compared to last; this is most evident in China. In concert with stable and/or improving loyalty levels, more customers in most regions feel that SEMI has improved its performance compared to last year. Members reported high satisfaction with SEMI activities in solar PV (88%) and emerging markets (86%).
Actions to Improve Member Satisfaction
Results of the survey will be used to help improve services to members and improve the association’s performance for the coming year. In addition to the quantitative results, the annual member satisfaction survey also provides opportunities for members to provide their detailed opinions on their critical needs, observations and recommendations. Nearly 500 written comments from members were provided through the survey. From both the quantitative and qualitative input from members, SEMI management has identified a series of important issues and Action Items (AIs) to improve the association’s performance.
- Members have diverse needs in multiple markets that must be met in all regions— SEMI members rely on SEMI to identify, aggregate and serve member needs in standards, market data, public policy, and EH&S across all three Business Units: Semiconductor, Photovoltaics, and Emerging and Adjacent Markets, as well as critical issues like 450mm wafer transition, and other areas—not just produce trade shows. They require these services in all regions.
- Action Item: Through SEMI Regional Advisory Boards and other guiding committees, staff will review the scope of our association services in all regions to ensure the needs of our diverse member constituencies are being appropriately served.
- SEMI members want email quality and frequency to be managed responsibly
- Action Item: SEMI will review and reinforce our email policies worldwide to continue to receive high satisfaction ratings.
- Members want lower costs for SEMI services
- Action Item: SEMI is initiating a review and open bid of all key exhibition vendors around the world to ensure they are providing maximum value to SEMI exhibitors. SEMI is also initiating new financial systems and procedures for keeping costs low to ensure member value stays high. In addition, SEMI will review programs and expand “Members Only” services that are no charge to members.
- Members value personal interaction with SEMI staff and through Committee participation to ensure the association understands and acts on their needs; members also value quality customer service and responsiveness
- Action Item: SEMI will introduce new member outreach initiatives, more actively promote committee participation, and employ more online meetings to ensure high quality targeted and regular member service. SEMI will review customer service operations and protocols worldwide to ensure prompt and high-quality responses to member inquiries and needs.
- SEMI members want market and industry information that is unique, valuable and timely.
- Action Item: SEMI will take action to ensure our newsletters, website, market data products, webcasts, and conference programs provide original and targeted content that is of value to members.
If you have questions on the SEMI Customer and Member Satisfaction Survey, please contact Tom Morrow or your regional SEMI office.
September 7, 2011