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The success or failure of any organisation rests on how effectively it responds to the needs of its customers. The Member Services division within SAICA collates the necessary information that enables our organisation to respond to our members' needs.”
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Member Services
In fulfilling SAICA's mission to serve the interest of the chartered accountancy profession and society, and in particular to "provide services to members to maintain and enhance their professional competence thereby enabling them to create greater value for their clients and employers", the division revisited its strategy to ensure the efficacy of this statement.
We further broke down the mission statement into three components and defined how each is applied. The components are as follows;
1. Promotion and implementation of the SAICA strategy at regional and constituency level.
This ensures that the initiatives developed at national level are filtered through to all our members, and any concerns emanating from the respective constituencies are dealt with at a national level, influencing future strategic initiatives.
2. Proactive engagement of members and stakeholders
This component authenticates that the division is the primary interface with members and external stakeholders. Through our involvement with member structures, road shows, corporate visits and feedback from our seminars and events, we are able to gauge the needs of our members. We also advocate the interests of our members through the different forums in which we participate with external stakeholders, thus ensuring continued influence on decisions that ultimately impact our diverse constituencies.
To achieve primary interface with members, we have developed Member Relationship and Stakeholder Relationship management plans per region and constituency.
3. Identification, development and delivery of products and services
In conjunction with other divisions within SAICA, we develop and deliver products and services that enhance the professional competence of our members. Of importance is not only the number of products and services developed and delivered, but the relevance of each of them to the individual member. In line with our strategy, we are now providing attendees at our seminars and events a short list of potential new topic ideas on each evaluation form. We kindly request your feedback on which of these you would like us to develop, or alternatively suggest on these forms alternative topics.
With our mission defined, we have developed a framework that will enable us to address each of its components. We have further identified strategic focus areas, aligned to the overall SAICA objectives, which will assist us in achieving our objectives. The key areas are discussed below.
a. Focused Member Satisfaction Index initiatives to drive member delight
This survey helps us to garner an understanding of performance and the importance of the various activities in which we engage. We then identify areas of high importance, and develop initiatives to increase the likely satisfaction and delight levels.
b. Membership base segment and member lifecycle management
Member groupings have different sets of needs, and members do not belong only to one grouping. Member needs also differ depending on the level at which is the member. It is therefore important that SAICA addresses needs on a flexible basis. We are currently embarking on a segmentation exercise, whereby members will be grouped according to identified industry sectors, such as mining, financial services, manufacturing etc.
c. Develop structured learning routes - industry focused
The objective of this focus is to enable the development of CAs(SA) towards specific careers by offering recognised and accredited training. We will then develop the relevant pathways that will help achieve the specific career choice - either internally or through accrediting an external provider.
d. Enhance existing delivery channels and develop alternatives
We constantly look for alternative delivery channels for services so that we can bring learning opportunities and information to members most conveniently. In this respect, we are developing a web-based delivery channel that will provide recordings of interviews with key business people and experts on various subjects relevant to members. The development of this channel is at an advanced stage and an announcement of its availability will be made soon.
e. Effective marketing and communication of offerings
A newly developed products and services catalogue will be distributed to all our members. The catalogue will show the depth of our offerings and will enable members to plan their professional development based on the competency framework. As we continue updating this on a regular basis, members are encouraged to visit the site continuously for updated information on workshops and seminars.
Through the implementation of the above, we hope to become more relevant to our members through enhancing our value offerings. In order to achieve this, we rely decisively on the feedback we receive from you, all our members.
Langa Mconi is Senior Executive, Member Services: SAICA.
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