Page 90 - strategicfactbook

Phase 5. Engage Stakeholder Groups (Completed May 2020)
To confirm the results of the lean facilitation and ensure alignment with member needs and preferences, Phase 5 allows MFB to test assumptions and collect feedback related to their communications methods and messages from all three stakeholder audiences: county staff, agents and members. With customized surveys for each of the three audiences, the three surveys will test value mapping assumptions and collect relevant feedback. Following completion of the survey collection window, a survey analysis document will be developed and shared with staff during an in- person debrief and next steps session (June 2020).
The following surveys have been distributed through Core Program booths, direct email and social media:
• Statewide Communications Survey for Farmer Members: 1500+ Responses • County Communications Survey (CAMS): 33 Responses
• FBI Field Force/Agent Communications Survey: 132 Responses
To further support the overall goals of the Data Project team, each survey participant was required to update the three data points; phone, email and address.
RESULTS: Phase 5 will allow for the clarification of value and ensure any changes MFB adopts are rooted in member preference. The results of these stakeholder surveys help staff fill in the “why” behind the observations and recommendations established throughout the previous phases. The survey also demonstrates to all stakeholders that MFB wants to listen and increase value to its members in ways more relevant to the membership.
Recommended Next Steps
The subcommittee has invested in the inventorying, evaluation, survey research, and formation of recommendations throughout phases both completed and in progress. However, in addition to identifying areas of waste, and recommending immediate and medium-term changes, there is a need for continued efforts to expand member engagement. These efforts will be realized when MFB and FBI work better together in the development and distribution of high value communications to all stakeholders. To achieve that ultimate goal, the following next steps may be undertaken.
Phase 6. Revaluate Strategies in the Context of Survey Findings (Summer 2020)
With the original current state map, future vision and stakeholder feedback in hand, this phase is our opportunity to reassess
all initial recommendations in the context of member, county and agent preferences. The survey results will contain an amazing amount of actionable data regarding stakeholders’ preference, goals and the perceived value of MFB and FBI communications. In this phase, that data can be used to refine and prioritize initial strategies.
DESIRED RESULTS: Phase 6 would put the data from the surveys to work to ensure the proposed changes to MFB and FBI communications result in the highest quality communications, delivered in an effective and timely manner and ultimately increase member engagement.
Phase 7. Conduct Communication Deep Dives (Summer 2020)
With strategies and priorities established, each major communications vehicle will need to be evaluated individually through a deep dive audit. By evaluating the primary products (ex. Farm Gate, Farm News 5) through the lens of survey data, analytics and internal resources required, a clear picture will emerge of next steps for each. These audits will help determine how to sunset or ramp-up communications products and provide a timeline for staff owners. the engagement of involved stakeholders, and an understanding of the role of communications as a service and product within the organization. This phase included a survey of all staff involved and an in-depth evaluation of organizational practices, resource allocations and communication products.
DESIRED RESULTS: Phase 7 represents the how and when on a product by product basis, making the implementation of recommended changes more realistic and measurable. Phase 7 will provide staff with much needed clarity.
Phase 8. Redesign the Member Journey utilizing Data and New Digital Tools (Fall 2020)
Based on the future state map established during the lean process and value stream mapping exercise, along with the data gathered from both the surveys and communication deep dives, the team leads will work with stakeholders to utilize new, cross- company digital tools to create an improved member journey.
DESIRED RESULTS: Phase 8 will evaluate and establish the ideal member journey, one that will increase participation, revenue and retention. Phase 8 will provide an implementation, utilizing new digital tools, to formalize owners, outcomes and deadlines for each change or solution. All communication efforts within the new and improved member journey will meet the expectations of both the value definition and the future state design elements.