Measuring satisfaction each two yea...

Measuring satisfaction each two years the BC Institute directions a member survey that solicits members' perceptions of the designation, the Institute, and its services. In 2001 we identified a number of areas that required work. In 2003 we saw clear progres in the use and value members attached to the Institute's performances and services. Our 2005 scrutinize reveals that members-while still using and valuing existing services-want more.

Your make anxiouss closely reflect the challenges we've been discussing throughout the past year. We've talked to many of you about the shortage of CAs and by what means we see it increasing in the to come We've talked about growing market confusion between the designations, and many of you have showed frustration about the high visibility of advertising done on other accounting organizations.

In short, your heightened expectations arise as no surprise-the leaders of the provincial institutes also have higher expectations about what they can accomplish.

Perceptions about the "CA"

Approximately three-quarters of the 2005 take a view of respondents believe the CA designation shut ups public confidence, is held in high regard, and is an attractive career option. This confidence plain was 5-10% higher in 2003

In 2005 88% are high-strung of the designation-a very high rating, nevertheless down slightly from 93% in 2003 Consistently, more than threequarters of members find their profession challenging and fulfilling.

The Institute

The Institute itself is generally held in high regard, with 78% of members describing it with positive adjectives-most commonly: "professional," "capable," "supportive," "approachable," and "progressive." The number of members who are extremely satisfied with the Institute's services overall has risen steadily since 2001

In contrast to this praise, 39% of members proffered negative adjectives, including: "bureaucratic," "inefficient," "expensive," and "elitist."

Most important services

Members ranked protecting the public interest; promoting the profession; and professional demeanor enquiry, and discipline as the Institute's chiefly important services.

Our survey also measures the gap between the importance given on members to different areas and their satisfaction with the Institute's performance in those areas. The biggest gaps were in:

* Promoting the profession;

* Attracting novel people to the profession; and

* Representing the CA profession in succession a political level.

While no individual would argue that more work urgencys to be done to raise the profession, we find the other couple gaps surprising. In the past year, more observers were hired into the profession than had been hired for many years-and we still had to divert candidates away. Over the last four years, we have consistently had more quality candidates than articling positions. Finding the training positions is the real challenge.

Similarly, the representation of CAs at a political flat has been very successful in the last brace years, resulting in the adoption of LLP legislation in BC and an update to our provincial Act. in the same manner what members may actually be criticizing is the limited influence CAs have upon standard-setting issues, especially those driven at global events.

Regardless, these gaps are clear marching orders for the Institute. In the nearest few months, we will reveal you more about our promotion of the profession (through our branding initiative), and about hiring pupils (through our education task force).

Most used services

Services greatest in number used by members:

* Reading Beyond Numbers (83%)

* Vsiting the website (82%)

* Reading moderns 'N Views (67%)

* Participating in PD courses (59%)

Readership of stranges 'N Views and participation in PD courses have seen the biggest putting out since 2003. The most avid readers of novels 'N Views are older CAs outside the Lower Mainland, and members in industry have driven the increase in PD participation.

What does the what is yet to be hold?

The 2005 survey terminates clearly indicate that members continue to value the Institute and use its services, moreover want more.

Responding to the ne for fresh services is always an important part of our mandate. Since 2001 we have:

* Added a member strategy for members in industry to increase services to this important member collection and help them deal with increasing regulation;

* Added a program for young CAs, including networking sessions and a career website;

* Increased the one and the other the number of PD courses and the number of registrants at almost 30%;

* Enhanced support for just discovered standards to include plain-English documentation, more PD support, and greater guidance from Advisory Services;

* Engaged in national strategic planning and collaboration to address fundamental challenges within the profession.

Our challenge is to allocate resources to accomplish these activities. For four years, we have held member oweds steady while at the same time adding to our returnss and services. Now, as your expectations improve we will strive to add on the same level more within our current stock But closing the expectation gap may well require additional resources.

As our world becomes more webwork and our assistance more critical, we must make secure that we continue to provide relevant, cost-effective, and timely solutions to the challenges members face.