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RAB Enterprise Engineering Proje

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					IEEE
Member and Geographic Activities


       The Transformation of
         Regional Activities
                to
   Member and Geographic Activities

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


              June 2007 IEEE Board Series
               Philadelphia, Pennsylvania
Member and Geographic Activities
Background & 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

Charter
    Take 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
     Member and Geographic Activities
     The Project Team 2006 & 2007
     Magnitude of Effort                           2006 – Enterprise Engineering Project
                                               Dan Benigni – SA, RAB SPC and Past RAB VP
          • Project initiated in January 2006
                                               Jan Brown – MDC Chair and Past Division Director
          • Enterprise Engineering Team:       John Dentler – Region 2 Director-Elect
                – 9 members for 1st, 2nd and 3rd phases – RAB Treasurer
                                               David Green
                – 12 members on 2 teams for 4Cecelia Jankowski – RA Managing Director
                                               th phase
                                               Luiz Pilotto – Region 9 Director
          • 8 face-to-face meetings in NJ      William Ratcliff – Region 3 Director-Elect
          • 5 face-to-face meetings at Board Series Shoop – Region 1 Director and Chair
                                               Barry
                                               Hilmi Turanli – Vice-Chair Member Activities
          • Numerous conference calls
         • Countless volunteer
2007 - Implementation Team hours – priceless  – Volunteer Subcommittee
                                           2007
David Green – IEEE Treasurer
      Consultants                                 Marc Apter – Past RAB VP, ITSC
Cecelia Jankowski – RA Managing Director rd       Dave Green – IEEE Treasurer
             • Consultants used for 1st – 3 phases
Bill Kennedy – Division VII Director              Ron Jensen – IEEE SPC Chair, RAB Treasurer
                   – 1st Phase: Glocalvantage – 8 Howard Michel – Region 1 Director-Elect
Joe Lillie – Past Treasurer
                                                   weeks, 1 FTE
                   – 2nd Phase:
Luiz Pilotto – Region 9 Director Capgemini – 10-weeks, 1 2/3 FTEs
                                                  William Ratcliff – Region 3 Director-Elect and Chair
William Ratcliff – – 3rd Phase: Capgemini – 8 weeks, 1 FTE Remy – Region 8 Director
                   Region 3 Director-Elect        Jean-Gabriel
             • Total consultant expenses:
Barry Shoop – Region 1 Director and Chair $305k William Walsh – Region 2 Director-Elect
Member and Geographic Activities
2006 Milestones

  •   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 Activities
2007 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
IEEE Member Business Unit (MBU)
Design Process

1.1          STRATEGIC POSITIONING                                         1.2             OPERATIONAL MODELING

Review Business           MBU & the Value           Relationship           Macro-Processes;                         Organization Design
                                                                           Suppliers; Customers;
Strategies                Chain of the              Mapping                Supporting Structures
                                                                                                                    Key Assignments
                          Company                                                                                   Dimensioning

                                                                                                                    Core Competencies
      MISSION

                                                                                                                    IT Systems Definition
      VISION




                2.1                                   2.2                                 2.3                                2.4
      Administration &                      Detailed Business                 Definition of Core                Definition of a Detailed
        Governance                               Process                       Competencies                         IT Architecture

  Definition of Strategic Tools        Full Workflow Definition           Definition of Basic Necessities,    Definition of IT Systems
   for Tracking the Unit (BSC)          Critical Activities Workflow        Expertise and Attitude              Selection of Necessary
  Governance Committee                 Definition of Product Standards    Necessary HR Development
                                                                                                                  Applications & Functionalities
  Manuals of Procedures &              Performance Indexes                 Actions
   Operations



       Implementation                       Implementation                       Implementation                     Implementation
IEEE 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 & Mission


Vision

Ensure Quality Member Opportunities Through Continuous Engagement


Mission

Inspire, Enable, Empower and Engage Members of IEEE
IEEE 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)
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)
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 - Complete
                            Strategic Positioning                                                   Scope
 Vision    • Ensure Quality Member Opportunities Through Continuous Engagement   • Member strategy:
                                                                                    • Research and data driven insight
                                                                                    • Strategic direction
 Mission   • Inspire, Enable, Empower and Engage Members of IEEE                    • Benefits
                                                                                    • Pricing guidelines
Principles •   The member is IEEE and IEEE is the member.                           • Products/service offerings
           •   Members shape IEEE's future.
           •   Members collaborate to create IEEE's future.                      • Member development:
           •   IEEE enhances members' future.                                       • Membership sales strategy, planning
                                                                                      and execution management (recruiting,
  Goals    •   Increase member engagement.                                            renewal, recovery)
           •   Improve relationships with and between members.                      • Affinity management
                                                                                    • Member lifecycle management
           •   Increase operational efficiency and effectiveness.
           •   Enhance collaboration with other business units.                  • Member operations:
           •   Increase membership.                                                 • Call center/tech support
                                                                                    • Applications processing

Strategies • Increase the value of IEEE membership.                              • Member-specific product/service
           • Utilize member life cycle concept.                                    development and management:
           • Provide a simple, consistent interface to members and prospective       • Community (MyIEEE, spam blocker/
             members.                                                                  alias, online member directory, Institute)
           • Track member involvement and development.                               • Benefits (Financial Advantage)
           • Make the process of joining and maintaining membership simple and       • Knowledge (IEEETV, Potentials)
             straightforward.                                                        • Professional (Career services)
           • Facilitate member collaboration.
           • Become more transnational in look, feel and language.               • Geo-unit management
           • Strengthen the relevancy of IEEE membership to industry.
IEEE Member Business Unit (MBU)
Full-Concept MBU
Recommended           Current Responsibility                Current Responsibility
                                                                                                          New Activity
   Change                Internal to RAB                       External to RAB
Member strategy    • Some member strategy            • Membership pricing                       • Member strategic planning
function             development                                                                • Strategy for affinity and society
                                                                                                  membership pricing

Data                                                 • Member market, in part, research being   • Member data management
Management/                                            done by Research
Market Research                                      • Member database and list management
Functions
Member Products/   • Management of MyIEEE, IEEE      • Financial Advantage (Business Admin.)    • Product portfolio management
Services             TV, Potentials, spam            • Career products/services (US and         • New product development
                     blocker/alias, online member      Publications)                              process
                     directory
                                                     • The Institute (PSPB)
                                                     • Spectrum (Publications)
Sales activities   • Recruiting and recovery         • Renewal process management
                   • Marketing collateral (e.g.,       (Business Admin.)
                     member-get-a-member brochure)

Call Center/                                         • Member inbound/outbound call center
processing                                             (Business Admin.)
                                                     • Member tech support (Business Admin.)
                                                     • Applications/renewal processing
                                                       (Business Admin.)

Affinity           • Geo-unit administration         • Affinity groups (WIE, Consultants)       • Affinity strategy, measurement
management         • Life Members                    • Society membership                         and monitoring
                   • GOLD
        IEEE Membership Business Unit (MBU)
        Improving Member Experience & Value of
        Membership and Operations
                                               Overview of Non-Financial Business Case Drivers

                                      Driver                                             Role of MBU

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




                                                           Support member communities
                            Improve Relationships with     Make member communication and messaging consistent across the
                              and Between Members          organization
                                                           Manage the member across his/her lifecycle and across all channels


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




                                                           Reduce duplication of efforts
                                Increase Operational       Simplify processes
                            Efficiency and Effectiveness   Create single point of contact where possible



                                Improve Employee           Create meaningful roles w ith decision making pow er
                                   Satisfaction            Define clear responsibilities (utilize RACI methodology)



                                                           Utilize member lifecycle concept
                               Enhance Collaboration       Develop processes that include input from expertise in other parts of IEEE
                            with/between Business Units    Encourage sharing of member information
IEEE 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
IEEE Member Business Unit (MBU)
Benefits to Technical Activities

• 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 PSPB

• 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 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)
  Benefits
                                                                     EAB PSPB   TAB   USA
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                             
IEEE Member and Geographic Activities
Regional Activities Organization



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  IEEE Member and Geographic Activities
  Member and Geographic Activities Organization

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Member Strategy and Operations                       MGA Operations
IEEE Member and Geographic Activities
Member and Geographic Activities Team
IEEE Member and Geographic Activities
Member and Geographic Activities Team
IEEE Member and Geographic Activities
Questions

 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




Member
       & Geographic Activities Board

				
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