Annual Member Survey Results

By Jose Rivera

At CSIA, data aids our decision-making process. During and after the Executive Conference we ask for your feedback. At the end of the year, we ask you for your input through the annual member survey.

We also seek information to better understand the evolving SI market and set benchmarks for SI company performance. We do this through the survey conducted in partnership with JP Morgan (Spring and Fall), the monthly EZ Stats (two simple questions: revenue for the past month and business sentiment: up or down) and through the voluntary Pulse program.

These represent a significant number of input requests. I assure you that it is all appreciated, and the data is fully leveraged. I particularly thank the 117 respondents to the 2018 Member Survey.

Here is a high-level summary:

Demographics

• The survey respondents are mainly owners/business partners/senior leadership team (83 %) of established SI companies (>20 yrs: 67 %, 11-20 yrs: 22%), mostly from the US (79%).
• A surprising third functional group is emerging: marketing/sales (13%). This addition is welcomed as in the not-too-distant past, marketing was not an area of expertise/interest by SIs.
• As CSIA matures (we are celebrating our 25^th anniversary) we are starting to see this reflected in the represented demographical generations:
  • Baby boomers: 44%
  • Gen X: 34%
  • Millennials: 19%

CSIA needs to ensure that it remains relevant, and this requires successful onboarding of the younger generations, something CSIA is actively working on.

CSIA Benefits/Services

This is how the respondents rated the top broad membership offers.

Note: Figures were rounded, may not add to exactly 100%.

Not all benefits/services are shown in the table. There are some offers (e.g., Peer Group facilitation) that are highly valuable, but only when SIs are seeking to form a group. We will be revisiting to upgrade, morph or eliminate some lower ranking offers.

The survey provides members with the opportunity to describe ways to continue to improve our resources. The following were some recurring themes:

• Drive for end user reach/engagement: This has been a perennial challenge for CSIA. As the bylaws state, end users are not eligible for membership, and CSIA does not invite this group for the Executive Conference either. The approach to reach end users has been to have CSIA be the center of knowledge for all things related to the system integration industry. This includes being the resource that end users reach out to when they are in search of a SI. We want to be found on Google searches on topics related to system integration through:
• The Industrial Automation Exchange that helps end users find a SI that suits their needs
• The CSIA website
• Valuable brokered content created mostly by SI members and periodically by CSIA and featured in trade publications that target end users
• Presentations at trade shows and industry events with topics relevant to end users (e.g., ARC Forum, CESMII annual meeting, Automation Conference)

• Suggested topics to expand on: leadership, HR, marketing track (Note: The 2019 Executive Conference features a dedicated marketing track.)
• Location: large urban vs. resorts
• Keep it relevant, mix it up a little
• Perceived value from some presentations

Because the conference is so important to members, we work hard to incorporate their input. It is often the case that what one member loves (e.g., resort destination, particular presentation) the other hates (prefers larger urban sites). What one member finds to be too much change, the other may finds it’s not enough. Finding the right balance is what it is all about. We rotate the sites, include large urban and resort sites in the mix. When it comes to the presentations, there is a big diversity in value perception and, because of this, we create tracks providing attendees with options for them to choose.

Site Selection 2020 and 2021 Executive Conferences

The 2018 survey also asked members to rate their preferences for the 2020 and 2021 conferences. The results were:

We are working on the specifics for 2020. At the end of the day it boils down to availability, pricing, suitability. The CSIA board makes the final decision, and we hope to announce the 2020 destination at the end of the 2019 Executive Conference.

Jose Rivera is CEO of the Control System Integrators Association in Oakbrook Terrace, Ill.