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The Transformation of

Regional Activities

to

Member and Geographic Activities

Barry L. Shoop, Ph.D.Region 1 Director and Chair

June 2007 IEEE Board SeriesPhiladelphia, Pennsylvania

IEEE Member and Geographic ActivitiesIEEE Member and Geographic Activities

Member and Geographic ActivitiesBackground & CharterMember and Geographic ActivitiesBackground & Charter

Background• June 2005 IEEE Board of Directors Decision:

‒ RAB shall be responsible for the IEEE Membership and Membership Development

• January 2006 RAB SPC Retreat

• RAB VP Pedro Ray Constituted Project Team

• February 2006: First Presentation to RAB Board of Directors

CharterTake a fresh look at the functions and processes of RAB and the larger IEEE as appropriate to engineer the IEEE Membership Enterprise. Make recommendations for the most effective and efficient organizational functions, processes, and structure to support, develop, and grow the enterprise.

Enterprise $30M Membership Dues ($60M Total Member-Related Revenues)

Focus: Service Oriented – Responsibility-Over-Ownership – Effective – Efficient

Magnitude of Effort

• Project initiated in January 2006

• Enterprise Engineering Team: – 9 members for 1st, 2nd and 3rd phases– 12 members on 2 teams for 4th phase

• 8 face-to-face meetings in NJ

• 5 face-to-face meetings at Board Series

• Numerous conference calls

• Countless volunteer hours – priceless

Consultants• Consultants used for 1st – 3rd phases

– 1st Phase: Glocalvantage – 8 weeks, 1 FTE– 2nd Phase: Capgemini – 10-weeks, 1 2/3 FTEs– 3rd Phase: Capgemini – 8 weeks, 1 FTE

• Total consultant expenses: $305k

Member and Geographic ActivitiesThe Project Team 2006 & 2007Member and Geographic ActivitiesThe Project Team 2006 & 2007

2006 – Enterprise Engineering ProjectDan Benigni – SA, RAB SPC and Past RAB VP

Jan Brown – MDC Chair and Past Division Director

John Dentler – Region 2 Director-Elect

David Green – RAB Treasurer

Cecelia Jankowski – RA Managing Director

Luiz Pilotto – Region 9 Director

William Ratcliff – Region 3 Director-Elect

Barry Shoop – Region 1 Director and Chair

Hilmi Turanli – Vice-Chair Member Activities

2006 – Enterprise Engineering ProjectDan Benigni – SA, RAB SPC and Past RAB VP

Jan Brown – MDC Chair and Past Division Director

John Dentler – Region 2 Director-Elect

David Green – RAB Treasurer

Cecelia Jankowski – RA Managing Director

Luiz Pilotto – Region 9 Director

William Ratcliff – Region 3 Director-Elect

Barry Shoop – Region 1 Director and Chair

Hilmi Turanli – Vice-Chair Member Activities

2007 - Implementation TeamDavid Green – IEEE Treasurer

Cecelia Jankowski – RA Managing Director

Bill Kennedy – Division VII Director

Joe Lillie – Past Treasurer

Luiz Pilotto – Region 9 Director

William Ratcliff – Region 3 Director-Elect

Barry Shoop – Region 1 Director and Chair

2007 - Implementation TeamDavid Green – IEEE Treasurer

Cecelia Jankowski – RA Managing Director

Bill Kennedy – Division VII Director

Joe Lillie – Past Treasurer

Luiz Pilotto – Region 9 Director

William Ratcliff – Region 3 Director-Elect

Barry Shoop – Region 1 Director and Chair

2007 – Volunteer SubcommitteeMarc Apter – Past RAB VP, ITSC

Dave Green – IEEE Treasurer

Ron Jensen – IEEE SPC Chair, RAB Treasurer

Howard Michel – Region 1 Director-Elect

William Ratcliff – Region 3 Director-Elect and Chair

Jean-Gabriel Remy – Region 8 Director

William Walsh – Region 2 Director-Elect

2007 – Volunteer SubcommitteeMarc Apter – Past RAB VP, ITSC

Dave Green – IEEE Treasurer

Ron Jensen – IEEE SPC Chair, RAB Treasurer

Howard Michel – Region 1 Director-Elect

William Ratcliff – Region 3 Director-Elect and Chair

Jean-Gabriel Remy – Region 8 Director

William Walsh – Region 2 Director-Elect

• February Board Series:‒ Establish Purpose and Scope‒ Identify and Charge the Team‒ Establish Milestones and Deliverables

• June Board Series:‒ Review Purpose and Scope‒ Enterprise Model‒ Values and Principles, Function / Process and Entity‒ Preliminary Architectural Design‒ Relational Mapping‒ Presented Strategic Direction

• November Board Series:‒ Proposed Organization Tie-in‒ Preliminary Cost Analysis / Budget Impact‒ Initial Evaluation of Bylaws and Ops Manual Changes‒ Seek Approval to Prepare Business Case‒ Reinforced Strategic Direction

Member and Geographic Activities2006 MilestonesMember and Geographic Activities2006 Milestones

• February Board Series:‒ RAB Strategic Planning Retreat refined scope of MBU‒ RAB unanimously approved implementation of the MBU‒ IEEE BoD accepted RAB report of Restructuring‒ Reinforced Strategic Direction

• June Board Series:‒ Presentation to each of the OU Boards about MBU

implementation‒ BoD approval to change RAB name to Member and

Geographic Activities Board

• Future Actions‒ November 2007 - Approval of full concept Member and

Geographic Activities‒ January 2008 – Full operation‒ 1st and 2nd Quarter 2008 - Deployment of Communication

Plan‒ Sections Congress 2008

Member and Geographic Activities2007 MilestonesMember and Geographic Activities2007 Milestones

IEEE Member Business Unit (MBU)Design ProcessIEEE Member Business Unit (MBU)Design Process

STRATEGIC POSITIONING OPERATIONAL MODELING

Review BusinessStrategies

MBU & the Value Chain of the Company

RelationshipMapping

Macro-Processes; Suppliers; Customers; Supporting Structures

Organization Design Key Assignments Dimensioning

Core Competencies

IT Systems Definition

1.1 1.2

MISSION

VISION

Administration & Governance

Detailed Business Process

Definition of Core Competencies

Definition of a Detailed IT Architecture

Definition of Strategic Tools for Tracking the Unit (BSC)

Governance Committee Manuals of Procedures &

Operations

Full Workflow Definition Critical Activities Workflow Definition of Product Standards Performance Indexes

Definition of Basic Necessities,

Expertise and Attitude Necessary HR Development

Actions

Definition of IT Systems Selection of Necessary

Applications & Functionalities

Implementation Implementation ImplementationImplementation

2.1 2.2 2.3 2.4

IEEE Member Business Unit (MBU)DescriptionIEEE Member Business Unit (MBU)Description

• The MBU will be responsible for all membership and member development in IEEE.

• Membership includes recruitment, admissions, retention and elevation. • Member development includes technical, professional and service development through the member’s life cycle.

• The MBU will be responsible for determining current member expectations of IEEE and forecasting future member expectations.

• To fulfill these expectations, the MBU will collaborate with all other BUs in IEEE.

• The MBU will contain all of the resources necessary to efficiently and effectively manage and administer membership and member development.

IEEE Member Business Unit (MBU)Vision & MissionIEEE Member Business Unit (MBU)Vision & Mission

Vision

Ensure Quality Member Opportunities Through Continuous Engagement

Mission

Inspire, Enable, Empower and Engage Members of IEEE

IEEE Member Business Unit (MBU)PrinciplesIEEE Member Business Unit (MBU)Principles

• The Member is IEEE and IEEE is the member.

• Members shape IEEE's future.

• Members collaborate to create IEEE's future.

• IEEE enhances members' future.

IEEE Member Business Unit (MBU)GoalsIEEE Member Business Unit (MBU)Goals

• Increase member engagement.

• Improve relationships with and between members.

• Increase operational efficiency and effectiveness.

• Improve staff job satisfaction.

• Enhance collaboration with other business units.

• Increase membership.

IEEE Member Business Unit (MBU)StrategiesIEEE Member Business Unit (MBU)Strategies

• Increase the value of IEEE membership.

• Utilize member life cycle concept.

• Provide a simple, consistent interface to members and prospective members.

• Track member involvement and development.

• Make the process of joining and maintaining membership simple and straightforward.

• Facilitate member collaboration.

• Become more transnational in look, feel and language.

• Strengthen the relevancy of IEEE membership to industry.

IEEE Member Business Unit (MBU)Strategy & Scope of the MBU - CompleteIEEE Member Business Unit (MBU)Strategy & Scope of the MBU - Complete

• Ensure Quality Member Opportunities Through Continuous Engagement

• Inspire, Enable, Empower and Engage Members of IEEE

• The member is IEEE and IEEE is the member.• Members shape IEEE's future.• Members collaborate to create IEEE's future.• IEEE enhances members' future.

• Increase member engagement.• Improve relationships with and between members.• Increase operational efficiency and effectiveness.• Enhance collaboration with other business units.• Increase membership.

• Increase the value of IEEE membership.• Utilize member life cycle concept.• Provide a simple, consistent interface to members and prospective

members.• Track member involvement and development.• Make the process of joining and maintaining membership simple and

straightforward.• Facilitate member collaboration.• Become more transnational in look, feel and language.• Strengthen the relevancy of IEEE membership to industry.

Strategic Positioning

Vision

Mission

Principles

Goals

Strategies

Scope• Member strategy:

• Research and data driven insight• Strategic direction• Benefits• Pricing guidelines • Products/service offerings

• Member development: • Membership sales strategy, planning

and execution management (recruiting, renewal, recovery)

• Affinity management• Member lifecycle management

• Member operations: • Call center/tech support• Applications processing

• Member-specific product/service development and management:

• Community (MyIEEE, spam blocker/ alias, online member directory, Institute)

• Benefits (Financial Advantage)• Knowledge (IEEETV, Potentials)• Professional (Career services)

• Geo-unit management

IEEE Member Business Unit (MBU)Full-Concept MBUIEEE Member Business Unit (MBU)Full-Concept MBU

• Affinity strategy, measurement and monitoring

• Product portfolio management

• New product development process

• Member data management

• Member strategic planning

• Strategy for affinity and society membership pricing

New Activity

• Affinity groups (WIE, Consultants)

• Society membership

• Member inbound/outbound call center (Business Admin.)

• Member tech support (Business Admin.)

• Applications/renewal processing (Business Admin.)

• Renewal process management (Business Admin.)

• Financial Advantage (Business Admin.)

• Career products/services (US and Publications)

• The Institute (PSPB)

• Spectrum (Publications)

• Member market, in part, research being done by Research

• Member database and list management

• Membership pricing

Current Responsibility

External to RAB

• Geo-unit administration

• Life Members

• GOLD

• Recruiting and recovery

• Marketing collateral (e.g., member-get-a-member brochure)

• Management of MyIEEE, IEEE TV, Potentials, spam blocker/alias, online member directory

• Some member strategy development

Current Responsibility

Internal to RAB

Affinity management

Call Center/ processing

Sales activities

Member strategy function

Member Products/ Services

Data Management/ Market Research Functions

Recommended

Change

• Affinity strategy, measurement and monitoring

• Product portfolio management

• New product development process

• Member data management

• Member strategic planning

• Strategy for affinity and society membership pricing

New Activity

• Affinity groups (WIE, Consultants)

• Society membership

• Member inbound/outbound call center (Business Admin.)

• Member tech support (Business Admin.)

• Applications/renewal processing (Business Admin.)

• Renewal process management (Business Admin.)

• Financial Advantage (Business Admin.)

• Career products/services (US and Publications)

• The Institute (PSPB)

• Spectrum (Publications)

• Member market, in part, research being done by Research

• Member database and list management

• Membership pricing

Current Responsibility

External to RAB

• Geo-unit administration

• Life Members

• GOLD

• Recruiting and recovery

• Marketing collateral (e.g., member-get-a-member brochure)

• Management of MyIEEE, IEEE TV, Potentials, spam blocker/alias, online member directory

• Some member strategy development

Current Responsibility

Internal to RAB

Affinity management

Call Center/ processing

Sales activities

Member strategy function

Member Products/ Services

Data Management/ Market Research Functions

Recommended

Change

IEEE Membership Business Unit (MBU)Improving Member Experience & Value of Membership and Operations

IEEE Membership Business Unit (MBU)Improving Member Experience & Value of Membership and Operations

Role of MBUDriver

Make IEEE a member-centric organization Utilize data and analysis to drive strategic decisions Track and understand member needs and behavior Work across channels to enhance member involvement

Increase MemberEngagement

Reduce duplication of efforts Simplify processes Create single point of contact where possible

Increase OperationalEfficiency and Effectiveness

Create meaningful roles with decision making power Define clear responsibilities (utilize RACI methodology)

Improve EmployeeSatisfaction

Support member communities Make member communication and messaging consistent across the

organization Manage the member across his/her lifecycle and across all channels

Improve Relationships withand Between Members

Utilize member lifecycle concept Develop processes that include input from expertise in other parts of IEEE Encourage sharing of member information

Enhance Collaborationwith/between Business Units

Me

mb

ers

hip

Overview of Non-Financial Business Case Drivers

Focus on acquisition, retention, renewal and recovery strategies Improve member value proposition (price/benefit trade off)Increase Membership

Op

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an

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IEEE Member Business Unit (MBU)Benefits to Education ActivitiesIEEE Member Business Unit (MBU)Benefits to Education Activities

• 360º view of the member

• Lifecycle management enhance member career management

• Improved Teacher In-Service Program support structure

• Improved accreditation support structure

• Enhance geographic unit partnerships

• Tracking and enhancement of soft skill training

• Member research and analysis expertise

• Free-up resources so EAB can focus on core competencies

• Consistent membership marketing material

• Enhance member value – grow the member

• Member segmentation across geographic boundaries and interests

• 360º view of the member

• Member research and analysis expertise

• Free-up resources so Societies can focus on core competencies

• Consistent membership marketing material

• Ability to look at better packaging methods

• Customization of publication packages to specific member interests

• Enhance member value – grow the member

• Member segmentation across geographic boundaries and interests

IEEE Member Business Unit (MBU)Benefits to Technical ActivitiesIEEE Member Business Unit (MBU)Benefits to Technical Activities

• 360º view of the member

• Member statistical expertise

• Free-up resources so PSPB can focus on core businesses

• Membership marketing material

• Ability to look at better packaging methods

• Enhance member value – grow the member

• Customization of publication packages to specific member interests

• Member segmentation across geographic boundaries and interests

IEEE Member Business Unit (MBU)Benefits to PSPBIEEE Member Business Unit (MBU)Benefits to PSPB

IEEE Member Business Unit (MBU)Benefits to IEEE-USAIEEE Member Business Unit (MBU)Benefits to IEEE-USA

• 360º view of the member

• Lifecycle management enhance member career management

• Enhance geographic unit partnerships

• Tracking and enhancement of soft skill training

• Member research and analysis expertise

• Free-up resources so IEEE-USA can focus on core competencies

• Consistent membership marketing material

• Enhance member value – grow the member

• Member segmentation across geographic boundaries and interests

IEEE Member Business Unit (MBU)BenefitsIEEE Member Business Unit (MBU)Benefits

360º view of the member

Member research and analysis expertise

Member life cycle management

Enhanced geographic unit partnerships

Free-up resources to focus on core competencies

Membership marketing material

Enhance member value – grow the member

Member segmentation across geographic boundaries and interests

Customization of publication packages to specific member interests

Ability to look at better packaging methods

Tracking and enhancement of soft skill training

Improved Teacher In-Service Program support structure

Improved accreditation support structure

TAB USAEAB PSPB

IEEE Member and Geographic ActivitiesRegional Activities OrganizationIEEE Member and Geographic ActivitiesRegional Activities Organization

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IEEE Member and Geographic ActivitiesMember and Geographic Activities OrganizationIEEE Member and Geographic ActivitiesMember and Geographic Activities Organization

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Member Strategy and Operations MGA Operations

IEEE Member and Geographic ActivitiesMember and Geographic Activities TeamIEEE Member and Geographic ActivitiesMember and Geographic Activities Team

IEEE Member and Geographic ActivitiesMember and Geographic Activities TeamIEEE Member and Geographic ActivitiesMember and Geographic Activities Team

IEEE Member and Geographic ActivitiesQuestionsIEEE Member and Geographic ActivitiesQuestions

Presentations at the 2007 June Board Series:

PSPB – 7:30-7:50 PM Thursday, 14 June 2007

TAB – 4:30-4:50 PM Friday, 15 June 2007

EAB – 10:00-10:30 AM Saturday, 16 June 2007

USA – 10:30-11:00 AM Saturday, 16 June 2007

ember& Geographic Activities BoardM