CIPHE member research

Throughout May 2024, and with the assistance of a number of our Industrial Associate Supporters, we ran a member research exercise to achieve a better understanding of our relationship with our members and use this information to plan our priorities.

Membership category breakdown

It was important to get a representative sample from a broad range of membership categories and that was achieved as shown in the charts below (Figure 1).

A survey response rate of 7.5%, covering all individual membership categories in a comparable way to the overall membership breakdown, meant we could place confidence in the significance of the results obtained.

Working circumstances

It was enlightening to see the breakdown of our members’ professional lives, with six out of 10 being business owners (Figure 2).

A further 15% of responses were received from employees of one kind or another, ranging from those who are employees within engineering businesses to those working in education and government. At 9%, there was quite a high number of ‘Other’ responses, and when these were analysed, it was apparent that the majority were employees in other types or organisations, such as manufacturers, consultancies and healthcare settings.

You and your membership

When looking at how we engage with the wider industry, understanding members’ motivations for joining is incredibly important to us (Figure 3).

Respondents could choose as many reasons as they wanted, but for the ‘professional recognition felt personally’ and ‘support for the industry’s Professional Body’ to be two of the top three answers does show a recognition that membership is often a combination of heartfelt personal pride and of also giving something back.

Of course, it is important that CIPHE provides a wide range of membership services and, although the results make it clear that professional development and information opportunities stand out, having the attention of so many members at one time provided an opportunity to learn what is currently most valued and what we could prioritise. (Figure 4)

When it comes to the current services provided, it is no surprise to see that four out of the top five can easily fit into the category of professional development, learning and information services already identified as a key reason for joining the CIPHE.

The responses regarding desired new services have given us plenty of things to consider and will feed directly into our future planning.

As a representative body for the plumbing and heating industry, a part of our role is to raise the issues that are affecting those who are working in it and their customers. We asked members to prioritise the issues that we should focus on, and the results were clear (Figure 5).

The largest gaps between the ranking given were between those ranked one and two, and those ranked eight and nine, with a clear view given that the industry has to address apprenticeships for the next generation while, perhaps surprisingly given its prominence in the general news agenda, members were less concerned about water and sewage leakages.

How we communicate with you

Looking at whether we get things right when we communicate with you covers a broad spectrum, from how many times we get in touch, to providing you with the opportunity to use us at your own convenience, and the sentiment created.

The overwhelming majority of respondents felt that the number of times we contact you is about right (Figure 6).

Having invested significantly in our digital channels to help members access information, it was largely good news with respect to use of the website (Figure 7). However, with increasing numbers of website-centred services available there is clearly more that we need to do.

I feel strongly that a relationship between a membership organisation and its members has to be more meaningful than the relationships between businesses and their customers, so to see words such as ‘helpful’, (Figure 8) ‘approachable’ and ‘engaging’ appear so prominently alongside the essential ‘informed’, ‘expert’ and ‘value for money’ means a lot and is something that we will continue to prioritise.

What will we do next?

The survey was much more extensive than we are able to display here, and it will be used to help us focus on our priorities. We are incredibly grateful to those members who took the time to respond and help us to maintain and strengthen our connections with you and our work on your behalf.

We will concentrate on delivering the things that you have told us matter the most:

• Provide new guides and publications to help in your professional lives

• Introduce changes to the membership benefits offer that meet with what you are looking for

• Represent the plumbing and heating industry on the issues that matter most to you (and make sure we tell you about our work too)

• Invest in and expand the online learning management system that we have launched

• Help more members to register with, and use, the resources available through the CIPHE website

Most importantly of all, we will continue to welcome your views and input. My own contact details are tims@ciphe.org.uk and +44 (0)1708 463102, and I will always be happy to hear from you.