Last month I had the eminent privilege of addressing the
quality community with a guest posting on the illustrious View from the Q
blog. With such a broad global audience, I felt that my opportunity would be
best served by advising the ASQ Membership and professional community at large
on how to get the most from their ASQ membership.
I believe that optimal value can be realized by actively
participating in the programs and benefits available to ASQ Members, and by
supplementing these with ongoing tracking for recertification and awards (i.e.
ASQ Fellow Membership, ASQ Medals). From this perspective, I view ASQ as
a professional loyalty program. I can personally testify that upon
achieving certain levels of achievement and advancement, more privileges and
opportunities are available within ASQ. Through this forum, I aspire to
create awareness of and draw attention to some valuable elements of ASQ by
which the optimal value for membership can be obtained.
What’s
Your Loyalty Capital?
Having
been a member of ASQ for approximately 18 years, I believe that the aggregated
benefits and privileges can be characterized as a tangible asset, to which I
will assign the label of Loyalty Capital. By clearly understanding the
value, the decision to renew and sustain continued membership can be tracked
and calculated objectively. The concept of Loyalty Capital can be
generically applied to other organizations or pursuits, where the value is
defined and tailored on a personal level.
At
a WCQI focus group session in 2012, I was part of a group of international ASQ
members tasked to calculate the relative Return on Investment by comparing the
costs of my membership relative to the aggregated benefits. What most
people don’t realize is that the benefits are compounded by years of experience
and exposure. The interdependency and interconnectivity between the
individual member and the available resources and expertise within ASQ provide
a positive multiplier. The compounded benefits of membership can take
years to accumulate but can be continually harvested for substantially
longer. This is why I refer to this asset as Loyalty Capital.
Not
every organization is appropriate, and not every member is suitable for a
particular organization. Only when there is alignment of personal and
organizational principles, can the foundation of a long-term membership
relationship be established. ASQ aligns with my own attributes in the
following ways:
·
Professional: ASQ is oriented for academic and vocational
growth in the Quality profession.
·
Participatory: ASQ welcomes and encourages its members to
have involvement and influence
·
Provocative: ASQ explores issues and takes positions
reflective of quality ideals.
·
Prudent: ASQ is deliberate and measured and
conscientious of personal and organizational budgets
·
Passionate: ASQ supports energetic and enthusiastic
pursuits for thought leadership and innovation.
·
Persistent: ASQ provides continuity and constant support
across industries, generations, and nations.
Build
Your Personal ASQ Loyalty Capital
It
is not enough to simply join an organization or subscription to realize
benefits. The initial burden is placed upon the member to make a
reasonable “bona fide” effort. Just as an airline or hotel loyalty
program would require you to actually be a passenger or hotel guest, an
association or society places certain expectations. For a professional
association like ASQ, some effective ways to build loyalty are summarized below:
·
Get connected on multiple outlets for Social Media. Many of the programs
within ASQ are becoming increasingly dynamic and dependent upon having ASQ
membership reachable through channels including Twitter, Facebook, LinkedIn,
Google, and other online community groups, particularly the one hosted from the
society website at www.asq.org.
·
Present yourself as a respectful professional. This applied
to both personal and online presences. When attending a meeting, be
appropriately attired and groomed. Conduct yourself in a positive and
pleasant manner. Respectful behavior includes timely arrivals, minimal
disruption, and polite indulgence of programs and speakers. Networking is
intended for exchanges, not high pressure sales pitches.
·
Explore areas of interest. There is no
shortage of diversity within ASQ, which spans many countries, industries, and
levels of professional and academic accomplishment. I personally believe
that the Quality profession should be sufficiently versatile and portable to be
equally effective across multiple domains.
·
Step up into new challenges. ASQ presents
many opportunities to advance and grow at various scopes within communities
(e.g. local, regional, virtual), within roles (e.g. auditor, metrologist),
within industries (e.g. automotive, software), or in areas of broader
scope. In addition to participating as an attendee or passive reader, ASQ
offers the following experiences to its members:
o Organize: Assist with the
setup and operation of programs or initiatives.
o Facilitate: Lead the interaction
or connection between ASQ and its constituencies, stakeholders, or audiences.
o Research: Investigate and
explore successful approaches applied within the Quality profession.
o Write: Prepare and submit
compositions for publication.
o Speak: Participate as a
panelist, event speaker, or facility “tour guide” to enlighten other members.
o Mentor: Share insights from
experiences to benefit others
o Instruct: Serve as a clinical
instructor within meetings, at training sessions, or formal education programs.
·
Pursue certification and professional experience. This member
benefit provides exceptional value for money, and allows the time spent within
ASQ to be effectively leveraged to the benefit of your career. As a
personal example, I leveraged the combination of an ASQ Certified Software
Quality Engineer peer recognition and ASQ presentation experience to enable
eleven years of recurring Software Quality teaching engagements at three
post-secondary institutions in my vicinity, realizing a substantial return on
investment for professional and financial gains.
Retain
The Value of ASQ Loyalty Capital
Imagine
the loyal customer who has faithfully flown or booked rooms with the same
organization, only to miss out on benefits they had earned. The same
principle can be applied to ASQ. By having the mentality of a loyalty
program, I have included suggestions that should be vigilantly applied to
protect and capitalize on the beneficial contributions already made.
·
Hold Your Gains. To avoid having your work vanished or
eliminated through neglect, it is important that attention is placed upon
certain tasks which prevent potential difficulties and frustrations.
o Remain in Good
Standing.
By paying and renewing membership fees in a timely manner, interruptions are
avoided. While continuous membership is an acceptable norm, a disrupted
or intermittent record may create restrictions or lost opportunities for
certain benefits.
o Track your
achievements and accomplishments as they occur. This is an
easier approach and permits recording with a maximum of accuracy and
thoroughness. Delaying the tracking may cause important accomplishments
to be forgotten and not properly credited.
o Complete your
recertification.
Unless you take great pleasure in writing 4 hour multiple-choice exams on a
frequent basis, the steps to recertification will permit you to retain your
professional standing by submitting your validated records of professional
involvement without requiring repeated testing.
·
Quick Wins. Having made a “bona fide” effort as a
member, there are certain practices and benefits from which a member can
realize greater gains. The collective benefits from these Quick Wins far
outweigh the level of effort needed to complete, making them essential for the
savvy and opportunistic member.
o Upgrade to Senior
Membership.
This member level is available after ASQ members have attained or achieved
levels of experience and fulfillment in particular areas (i.e. certification,
career level, duration of membership). While the annual membership rate
has a higher price than that of the regular member, the immediate financial
benefit can be realized from the free journal, the value of which exceeds the
incremental membership cost. ASQ Senior Members also have clearance to
take on additional levels of responsibility and influence within ASQ.
o Membership Pricing
and “Early-Bird Specials”. The incremental price difference between members and
non-members is often (deliberately) set to match or exceed the cost of
membership. For a frequent conference attendee or patron of the ASQ Press
book catalogue, the member discounts can justify the annual cost of membership
consistently.
o Volunteer benefits Those ASQ
members who devote their time as reviewers, authors, presenters, moderators,
curriculum developers, or intellectual property contributors may be eligible
for additional rewards which can include gifts, discounts on ASQ merchandise,
honoraria, subsidized or complimentary conference registration, and recognition
events.
Realize
Long-Term Dividends of ASQ Loyalty Capital
Having
been a member of ASQ for nearly two decades, I can attest to the continuity and
constant connectivity which has sustained multiple roles and employers.
In addition to the explicit incentives which include the relevant and readable
Quality Progress subscription and the pertinent Monthly “bundles”, there are
implicit professional benefits which I have been fortunate enough to receive
directly and observe being enjoyed by others.
·
Access to career opportunities. This can
range from the frequent, high profile notifications to informal insider tips on
“hidden jobs” which are revealed through personal contacts.
·
Growth of expertise. The exposure to the subject
material over time will permit a long-term member to expand their own personal
competency and proficiency. This will have a beneficial effect on the
reputation and prestige of the member, who will be more frequently consulted
and sought for opinions and recommendations.
·
Conference and event hospitality and fellowship. It is a
delightful experience to be met in a strange location and unfamiliar hotel by
cordial and supportive people with common interests. This is most evident
at the annual World Conference on Quality and Improvement. I can honestly
attest that during my time in Dallas at WCQI 2014 I never dined alone during
the four days but was always received and welcomed at ASQ society or division
events and hospitality suites.
·
Unlimited knowledge base. This dividend
combines the wealth of intellectual property retained through collections of
publications, as well as the exposure to global expertise from experienced and
successful practitioners, academics, and authors.
Rise
Above to Breakthrough Levels of ASQ Loyalty Capital
If
an ASQ member is inclined to limit themselves to enjoying membership discounts,
conference hospitality, and recertification renewals, they will have realized
substantial value in their membership, and their loyalty will have been
rewarded many times over. However for the exceptionally savvy and
opportunistic among us, ASQ provides a top echelon of member experience, where
ASQ Loyalty Capital can be compounded and optimized. This can be
described as the “Good to Great” chasm. I will offer some suggestions
which I have used to cross this “chasm” and realize a very privileged
experience within ASQ.
·
Explore New Peer Groups. This requires members to
initiate and engage people outside of their comfort zones and natural
coterie. When I first joined ASQ my focus was on ISO 9001 registration
for a manufacturing company. ASQ has created and supported resources to
facilitate the operations of different peer groups, termed as “ASQ
Communities”. By diversifying my peer groups, I expanded my career scope
and reach to include software, services, consulting, education, and social
responsibility.
·
Cultivate Mentor/Protégé Relationships. It is
essential to have relationships in both direction whereby one is always
learning from experienced elders while concurrently indulging the next
generation of practitioners with experience and insight. Professional
“career coaches” or “executive coaches” command hundreds of dollars per hour,
and thousands per engagement. In contrast, a professional mentorship
relationship conducted within the context of ASQ can be arranged over a
conveniently arranged meal or cup of coffee,
·
Pursue Senior Leadership and Governance. As a
participatory organization, ASQ provides those willing to make the necessary
time and travel commitments with opportunities for selection into roles of
authority and influence. This provides exceptional opportunities to
demonstrate leadership and interact with corporate and government leaders.
·
Position For Higher Honors. This is a
category which a limited number of ASQ members are fortunate enough to attain.
Ranging from the ASQ Fellow Membership and Honorary Membership grades to the array
of ASQ Awards, these recognitions profile outstanding members. In
order to withstand the scrutiny and competitive selection process, a personal
portfolio must be sufficiently robust and reflective of diverse and versatile
professional and personal accomplishments. Conversely, any gaps or
deficiencies revealed in this process can stimulate the desire for additional
efforts in particular membership areas.
Having
encountered this level of ASQ membership, I can personally attest to the
personable and devoted dedication of the ASQ core staff, several of whom I now
consider trusted personal friends. The involvement and support of the key
operational liaisons and facilitators reflects a commitment beyond that of a
typical employee. Even when problems or misunderstandings emerged, I
found that their cordial and professional manner enabled positive dialogue and
satisfactory resolutions. When I visualize ASQ, I don’t perceive a logo
or a remote building; my impressions gravitate to those particular ASQ staff
members with whom I have the most frequent contact, and toward whom I have the
highest personal regard and professional respect.
Preserving
ASQ Loyalty Capital
As
ASQ is not for everyone, not everyone will be supportive. The ideals and
virtues of a life spent pursuing and promoting Quality often run contrary to
contemporary trends or fashions. Even within the profession, there are
disgruntled practitioners who view with suspicion and contempt those who aspire
to levels of outstanding accomplishment and innovation. It is important
not to let the ill will of others diminish or taint the precious and valuable
Loyalty Capital before it can be fully matured and enjoyed.
Attempting
any worthy pursuit brings the risk of disappointment, failure, and
discouragement from others. There will be those who, having become
frustrated with their own modest limitations, will seek to diminish your goals
and aspirations with their attempts at mockery and malice. This can go
beyond constructive critiques to be detrimental and potentially limiting.
This unfortunate circumstance is not unique to high achievers, and when
confronted with this, I take solace in the wise encouragement of President
Theodore Roosevelt (amended for gender neutrality).
“It is not the critics who count; not those who
point out how the strong one stumbles, or where the doer of deeds could have
done them better. The credit belongs to the one who is actually in the arena,
whose face is marred by dust and sweat and blood; who strives valiantly; who
errs, who comes short again and again, because there is no effort without error
and shortcoming; but who does actually strive to do the deeds; who knows great
enthusiasms, the great devotions; who spends one’s self in a worthy cause; who
at the best knows in the end the triumph of high achievement, and who at the
worst, if one fails, at least fails while daring greatly, so that one’s place
shall never be with those cold and timid souls who neither know victory nor
defeat.”
To
get the most from the Loyalty Capital you have cultivated over time, it is
imperative that you rise above those who would limit or derail your
ambitions. Strive for the promise of your full potential, and all that
awaits you within ASQ, and wherever your passionate pursuits may lead.