CHAMBER USES SURVEY TO SERVE BUSINESS NEEDS

In an organization where membership counts, it is important that members' comments count as well.

One organization that continues to put a high priority on member comment is the Cape Girardeau Chamber of Commerce. In addition to its many member-driven committees, the chamber also conducts yearly surveys to help determine membership priorities.

The most recent survey had two aims: determine priorities from a list of goals, and find out what local issues people are talking about.

Business retention finished first in the priority rankings for a second year in a row. That isn't surprising, because chamber members are established businesses. But most of these businesswomen and men also feel economic development is equally important -- it finished a close second in the survey. This means the chamber must walk a fine line of both servicing existing business and seeking out new employers. It is a challenge complicated by low unemployment. The top two finishers are the same as last year.

There were no surprises in this part of the survey: The new Mississippi River bridge, education and crime finished out the top five. Somewhat surprising was the bottom of the priority list: Park space finished near the bottom followed by Interstate 66, flood control, wastewater problems and housing.

The first part of the survey provides a list of 22 goals for members to rank by priority. The second part may be a little more revealing in that it asks members to list the No. 1 local issue people are talking about.

Three issues made their debut in this year's survey: Public school dissension, city hall building problems and lack of labor force. The school issue finished third, labor force was fifth and building problems ranked sixth. The Cape Girardeau public schools and city hall should take notice of these concerns. The chamber membership represents a large, influential constituency in Cape Girardeau.

This year, the chamber is taking its surveying process a step further. The chamber is initiating a community-based economic development plan that grew out of last year's survey. It includes one-on-one contacts with key representatives of member businesses. Members of the Industrial Relations Council and Small Business Development committees will personally call on 900 plus companies, beginning this month. It is an enterprising concept that demonstrates the chamber's sincerity in obtaining member input.

But information is meaningless unless put to work. President John Mehner feels it is important to ask members what they are interested in. But he feels it is equally as important to take that information and use it. That is good advice for organizations based on membership. That kind of attitude continues to earn high marks for the chamber leadership.