ASQ Canada - Proposals to Overcome Member Attrition in Canada

I wanted to raise for your attention the fact that in Region 4, there was a 15% overall drop in ASQ Membership numbers from month-to-month (see chart below comparing membership levels for June and July).   This seems excessive for a typical month-to-month change, and I wanted to explore the assignable causes for this significant decline.  The range of attrition by section was 8%-22%, and all ASQ Sections in Canada experienced a membership decline in the last month.  I would like to understand how this compares with overall ASQ trends between June and July 2016.  Even if the problems are not unique to Canada, the solutions proposed below can be applied to entrench and strengthen ASQ in Canada, and reverse this trend.

 

 

Analysis and Solutions

 

Since members do not leave abruptly but instead wait for their last expiry period, I think this relates to the non-renewals of the ASQ membership, plus a grace period for unpaid members.  Significant reductions in membership affect business planning, as membership levels, combined with participation rates, determine the estimates for attendance and capacity planning (i.e. banquet bookings, meeting room sizes).  

 

Today’s Canada-US exchange rate (0.76) makes the annual ASQ rate approximately $209 (a 27% increase over the last 3 years).   If this membership value is not recovered or recoverable by Canadian members, the attrition rates will continue and potentially increase.  Even if the new levels stabilize, we cannot sustain our membership or member units in Canada with 15-20% annual membership attrition rates.  This currency devaluation also affects the overall cost and participation rate of ASQ Certifications among ASQ Canada members, with the result that revenues and purchases of ASQ products and services will decrease overall in Canada.

 

I respectfully propose that ASQ consider adopting the following innovations to more effectively align to the expectations of the Canadian market, intended to reverse the evident member attrition:

 

-          Extend the capabilities of ASQ Customer Care to support ASQ members in Canada in both official languages (English and French), during core business hours (8AM-5PM) across all time zones (Newfoundland, Atlantic, Eastern, Central, Mountain, Pacific).

 

-          Offer French translations for ASQ Certifications (i.e. exams, training, webinars, and published material).

 

-          Price ASQ products and services at par for ASQ members based in Canada, with non-members paying the USD rates.  This at-par (i.e. ASQ membership is offered at $159 CAD) discount would incentivize Canadians to remain in ASQ and procure products and services.

 

-          Have ASQ HQ organize annual ASQ conference events with staff participation and support (similar to WCQI, Lean Six Sigma) in Canada.  This could be co-located with an ASQ BoD meeting or SAC/TCC training.  This would have the additional advantage of enabling ASQ to benefit from the 30% currency discount in Canada, relative to USA prices.

 

-          Allocate a proportionate ASQ infrastructure and staffing in Canada reflective of the membership.  Assuming a benchmark of 7.5%, this allocation could be devoted to Canada-based ASQ staff or staff specializing on unique Canadian concerns (i.e. tax planning for Revenue Canada not IRS, banking solutions with Canadian banks, etc.)

 

-          Allocate a minimum of 1 seat on the ASQ Board of Directors to a Canadian-based ASQ member.  If this is not already represented through SAC or TCC, then one of the Member At Large roles should be earmarked for a Canadian representative.

 

I know that these will not happen overnight.  My hope is that the necessary dialogues already started will continue and bear fruit.  I would like to build on the excellent discussions organized to reinforce the importance of the Canadian market to ASQ.

 

 

 

ASQ Certification Preparation Resources

This is a link to the Question Banks and Certification training sessions offered by ASQ.  I am sharing this because with all of the changes to the Certification exams, there have been additional questions about the resources used to prepare for these exams.

http://asq.org/training/topic/certification-asq.html

For comparison purposes, please find below a sample of ASQ Certifications with their associated costs for Question Banks (practice questions) and Training.  This is not an all-inclusive list, but intended as a benchmark against which to compare similar offers you may encounter.  There is no "right price", and costs will vary according to instructor rate and facility rental charges.  Just ensure that your money is going to substance, not elegant lunches or impressive corporate rental space; for example, learning about Design of Experiments is equally effective over cold sandwiches in a modest classroom as it would be over tapas and hors d'oeuvres in leather chairs at the Yacht Club.

 

Certification	Level	Recertification Required	Question Bank (member discount $10 USD)	ASQ HQ Training (member discount $100 USD)
Certified Quality Technician	Practitioner	None	USD 99	USD 399
Certified Six Sigma Green Belt	Practitioner	None	USD 99	USD 599
Certified Lean Bronze	Practitioner	None	USD 99	USD 679
Certified Reliability Engineer	Professional	Every 3 years	USD 99	USD 699
Certified HACCP Auditor	Professional	Every 3 years	USD 99	USD 699
Certified Manager of Quality/ Organizational Excellence	Professional	Every 3 years	USD 99	USD 699

In general, the determining factors should be Cost Recovery and Return on Investment.  For these open-book exams, obviously self-study and a library card would provide the least expensive option.  However to improve the chances of success, a study regimen that includes a training course and practice questions is strongly recommended.

I also want to extend a personal caution of prudence with respect to time and money invested. 

- Only pursue exams and certifications for which you meet the minimum qualifications for work experience and body of knowledge proficiency.  The ASQ certifications are intended to reinforce existing capabilities for peer recognition.

- ASQ is not (USA Presidential candidate who shall not be named) University.  Don't max out your credit cards just to pay for training.  Work within your discretionary budget and where possible, use the buddy system to share notes and references.  Also connect with people who have previously taken the same exam to reuse their study materials.

- Training does not guarantee certification success, nor subsequent career growth and prosperity.  Training should elaborate and amplify the Quality Body of Knowledge with explanations and examples.  At best, it is part of an overall strategic approach to certification and knowledge enhancement.  Don't be oversold; manage your expectations accordingly.

- Support training with frequent and ongoing mentorship.  As a mentor, I have provided protégés with explanations, materials, and study tips without demanding cost for time or travel.  This is also a good reason to frequent ASQ events, in order to reconnect with mentors.

As a long-term ASQ member, I want to be part of a professional society populated with dedicated and thriving members who possess multiple ASQ certifications, at both the practitioner and professional levels.  If someone spends $$$$ just to get their first practitioner level credential, which won't actually lead to a lucrative management position, the promise and potential of ASQ certifications will not be realized.  Overspending leads to dissatisfaction, disengagement, attrition, and the decline of our profession. 

A better approach is to set a maximum ratio of training budget per certification ($1000 per exam) and look for creative ways to work within that allotment.  This will enable a long-term member to create and sustain an impressive portfolio of credentials, spanning practitioner and professional ASQ certifications, and making for a versatile and fully capable Quality resource.