Build members interdisciplinary and contemporary skills to accelerate their career
Peter Coulogiorgiou, FCPA
Executive Director, Finance and Performance, Audit Office of New South Wales
Performance
Members 173,431
Member satisfaction 6.87/10
Member retention 97.6%
MMF program
In 2018, we released our previous strategy. Developed in consultation with our members, it was evident improved digital capabilities were required to deliver increased value and services to our members
However, our systems at that time were outdated and nearing end of life and were not capable of supporting member and employee needs or future aspirations for the organisation.
The vision for the MMF program was to create digital and organisational capabilities that would enable CPA Australia to personalise members’ experiences across all touchpoints, contribute to growing and protecting the designation, and elevate our employees’ experience.
Member value
CPA Australia’s vision is to lead the future of the global accounting profession and develop business professionals with tomorrow’s capabilities. We look to build trusted relationships with members by prioritising their needs, providing services to help advance their careers and protecting the reputation of the designation. We use insights from research conducted with members to drive the development of products and services and ensure that the voice of the member is represented in CPA Australia’s activities.
The MMF project and changes to the operating model saw disruption to normal business activities impacting some of the services delivered to members, this included a halt to communications, impacting on member engagement with CPA Australia.
Results for the 2023 Member Engagement survey reflected this with many scores declining from 2022. Overall satisfaction (6.87) and value (6.21) declined year on year, however declines were not statistically significant (0.21 and 0.22 respectively).
As part of the Member Engagement survey we also ask members how they would rate CPA Australia if there expectations were just met, the majority of factors including overall satisfaction remained above member expectations.
High quality professional development and knowledge
The value of the CPA designation stems from the technical expertise and understanding of business strategy gained through completing the CPA Program and the ongoing learning that members undertake to ensure their knowledge remains relevant.
Sustainable development goals
Lead the future of the accounting profession
CPA Australia is a global organisation which is an important part of the overall value proposition for members. With more than 30 per cent of members currently located outside Australia, the scale and spread of CPA Australia’s membership helps maintain our relevance in a global environment. It also ensures the designation is recognised in the jurisdictions in which members choose to work.
A key to the sustainability of members and CPA Australia lies in meeting the changing expectations of the community and the landscape that organisations operate in. We look to do this by conducting research into issues facing the profession, supporting the development of the profession in under-represented areas and partnering with other professional accounting bodies to advance the future of the profession.
