Member satisfaction survey results
Thanks to all who participated when called by the research firm.
Were you not called? Do you have input on your satisfaction as a member or shopper?
Share it with us by entering it in our survey feedback form.
You may also drop a line in the suggestion box in your store’s Co-op Information Center, or write us at the co-op office (PCC Membership Survey, 4201 Roosevelt Way NE, Seattle, WA, 98105).
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by Bob Cross, Board Chair and Janice Parker, Board Administrator
Last fall, Seattle-based Gilmore Research conducted a member satisfaction survey for PCC. The purpose was to establish a baseline of satisfaction with PCC and to understand how satisfaction could be improved. The survey covered:
- Satisfaction with shopping experience
- Satisfaction with membership experience
- Overall satisfaction
Gilmore completed 601 telephone interviews with randomly selected PCC members representing all stores. The maximum margin of error is ±4 percent.
We’re happy to report that overall, our members are very satisfied with most aspects of PCC and demonstrate high levels of loyalty. Some key findings are:
Shopping satisfaction
Membership satisfaction
- Overall, 73 percent were “completely or highly satisfied” with their membership.
- More than 80 percent were “completely or highly satisfied” with the degree to which PCC fosters the organic industry.
- 56 percent were “completely or highly satisfied” with PCC’s adherence to co-op principles.
- 44 percent were “completely or highly satisfied” with member discounts on products.
Overall satisfaction as both a member and shopper
- Almost three of four responded that they were “completely or highly satisfied” as a member and a shopper.
- 87 percent responded that they would be likely to recommend PCC to family members and friends.
- 94 percent said that if they were making the decision again, they would still become a PCC member.
“It’s heartening to find our members are so happy with so many aspects of PCC,” notes board chair Bob Cross. “In category after category, our members gave high marks to our people and our programs. It’s a testament to the fine job being done by our management team and all the people who work so hard in our stores and office.”
Linkage Task Force chair Julie Tempest remarked on the challenges the survey pointed out. “Our members do have concerns about our prices and our product selection,” Tempest said. “We believe these are areas where we can intensify our messages to members to increase their understanding of our pricing structure, as well as our product selection criteria.”
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