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The ASA Membership Satisfaction Survey

If you want to know what members think, then the best option is to ask them! Which is exactly what the ASA is doing as part of a five-year Satisfaction Survey project.

The first results from this satisfaction survey are now available and make for interesting reading.

The full report can be downloaded here but highlights include 40% of the 1,142 people questioned being satisfied with their membership, with only 19% saying they were dissatisfied (the remainder came in as neutrals).  

The thousand-plus respondents, who filled in an online questionnaire between November 2009 and January 2010, covered all disciplines and all levels of membership (from swimmer to coach to official) and there was a wide spread in the length of time the respondents had held ASA membership.

The Institute of Sport and Leisure Policy at Loughborough University was commissioned to carry out the work, with Dr Leigh Robinson leading proceedings.

Dr Leigh Robinson: I think the pleasing thing for the ASA is that generally people aren’t dissatisfied with their membership. Some of them may not have strong views either way but this should be seen by the ASA as a positive thing because with a little engagement there are a lot of members out there who can be turned into ‘happy customers’.

Areas that members were particularly satisfied with included the opportunity to participate as they want (60% were happy with this) and the content of Swimming Times.

There were some areas that need improvement. One of the key areas of dissatisfaction is the methods the ASA uses to communicate to members and the amount of contact they receive from the ASA.

The ASA communications team is also asking members how they would like to be communicated with. Fill in the membership communication survey for your chance to win five Speedo Herculean silicone swim caps.

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