BarTalk April 2004
Volume 16, Number 2

Service, action and communication

In any member service organization, re search into what members want is critical. CBABC has made it a priority to establish new ways to collect that information, and to set a benchmark for future performance.

A professional research firm, chosen for its expertise in customer relations, was consulted to develop and implement an online survey and interviews. More than 500 members took the time to tell CBABC what it is they value in their membership, and what they want to see improved.

We committed to them, and to you, to respond. This will not be research that sits on a shelf; a shift in focus has already begun, across all areas of the organization.

First, members told us that participation is the greatest value they get from us; when members get involved in the CBA – whether through Sections, the Web, or committees and conferences – they feel they get more value for their membership dollar. It’s our job to make sure more people take advantage of what their CBA membership ‘buys’ in terms of access to our professional resources and networks.

Second, communication can’t be one-way; there has to be more dialogue to expand the input that members have into the working of their Association. In particular, there is a need to better involve and reflect the views of those outside the ‘usual’ policy development loop, and those outside the Lower Mainland. In June, we’ll be inviting 24 members from around the province, to engage in a day-long workshop to direct our efforts to make CBA more accessible and relevant, no matter where our members work.

Third, our Web site needs to be more user-friendly and open – while people say they recognize the value of keeping some things “behind the wall” for members only, it should be much easier to access online resources that membership dollars have paid for.

Fourth, our advocacy role is seen as critical, and needs to be ‘cranked up.’ Whether it’s about government relations, regulatory decisions, or speaking up for lawyers and judges in the media, it’s the CBA’s job to step up and represent lawyers’ interests loudly and strongly. It’s what members expect, and they want to see more of it.

Fifth, members want us to do something about the image of the profession. Members are realistic about the views some people hold about lawyers, but they expect the CBA to tackle misinformation and misperceptions head-on and be active in public debate about the profession, the law and the justice system.

These are five of the major themes we heard from members through this survey, with many recommendations and ideas attached to each. We are putting some into action immediately, and planning for longer term strategies on others. For example, a new public education campaign is underway (see page 24) and we are piloting Section meeting teleconferences to engage members in remote locations.

We entered into this process committed to responsive action, and we are delivering on that commitment. If you have ideas about how we can do better, we want to hear from you.

This article was published in the April 2004 issue of BarTalk and is subject to the copyright by the British Columbia Branch of the Canadian Bar Association, 2004, all rights reserved.