ICE MEMBERS are to be polled in a 'customer satisfaction survey', in an attempt to understand the needs of the Institution's diverse membership better.
Discovering how members rate the Institution's performance has been made a top priority by new communications director Anne Moir.
Moir, who started at the ICE last month, has a wealth of previous marketing experience as head of global marketing and communications at Cable & Wireless (NCE 25 July). She has seen at first hand the benefits that a structured approach focused on the key issues can bring.
'It is inevitable that people within an organisation have their own views of what the problems are. But in my experience if you ask the right questions you can be surprised by the answers, ' said Moir.
'I come from outside the Institution and need to find out for myself, in a rational way, what the membership really wants.'
Moir is keen to get the survey running as soon as possible, with a view to producing results and recommendations within three months of gaining approval from ICE Council.
'This is an exciting project and needs to be delivered fairly fast - by the end of the year would be nice, ' said Moir.
In addition to the member survey, Moir has identified three further key areas demanding her immediate attention.
Members will get their first view of the Institution's new corporate image in December, and Moir is determined to make it a catalyst for enhancing the ICE's image overall.
'Branding is my big passion, ' she said. 'Having completely rebranded one of my previous businesses - its name, identity, everything - I believe it can add value.'
But there is reassurance for traditionalists who may worry that the new brand may spell the end for the Institution's Coat of Arms: 'We are not completely throwing out the heritage, but modernising it to enhance the image of the ICE.'
Next on Moir's priority list is public relations, particularly in the increasingly devolved ICE regions.
Regional offices need help in developing communications strategies, Moir claimed. She wants to engender a 'competitive spirit between the regions'.
The final immediate priority is internal communications, working with incoming director general Tom Foulkes on delivering change.
'Communication is very important to that, ' said Moir.
'Without it, any attempt at change will fail.
'I enjoy environments which are changing and enjoy knowing that when I leave they will be better than when I arrived.'
'All this will take time, and both Tom and I are here for the long haul.'