increasing member loyalty - cuna councils...2016/08/24  · 8/24/2016 5 moving forward •...

8/24/2016

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Increasing Member LoyaltyCUNA Council Roundtable

August 24, 2016

Carie PickettNumerica CU

Kalei ReederNumerica CU

Dan McGar

SAFE CU

Laurie Tyler

Financial Partners CU

8/24/2016

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New Member

Onboarding

Kalei Reeder & Carie Pickett

Why Onboarding?

• Consistency across all lines of business• Increase cross sell• Build relationships to create loyal

members• Two Phases, beginning March 2015 and

ending January 2016

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Goals

• Incorporate CML Sales skills into onboarding– Skills and Situation Components

• Incorporate our CARE Principals• Capture non negotiables • Member technology education• Set the expectation that we are an institution

that likes to stay in touch

C.A.R.E. Card

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Training

• 10 BETA branches• Weekly feedback sessions with BETA teams• BETA branch follow up Breaking the Barriers

activity • All credit union roll out January 2016• C.A.R.E. Card video

Results

• Core system enhancements• Book of Business spreadsheet for each

branch• Follow up flow

– Marketing (automated)

– Branches (people)

• CRM research project for future implementation

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Moving Forward

• Incorporated into Financial Service Rep training

• New Member Onboarding PowerPoint presentation

• All new employees try out C.A.R.E. Card– Set new employee expectation when they get to

the branch

• Celebrating successes

Before and After Onboarding

• Mobile and Online Banking– Increase of 58,355 transactions

• Mobile Deposits– Increase of $1.9 million

• Branch Transactions– Decrease 6,427 branch transactions

• ATM Transactions– Increase of 15,813 ATM transactions

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What Worked?What Would We Do Differently?

• Diverse project team representation from across all business lines

• BETA teams • IT programmers at every meeting• Weekly check-ins

• Same members on phase I and phase II• Less trainers for more consistency • Follow up after training for non-BETA teams

CREATING A MOVEMENT

THAT STICKS

SAFE CU’s Story

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BAN EXECUTIVE-LED MOVEMENT…

GET THEM INVOLVED

• PARTNERING WITH TRAINING INITIATIVES

• EXECUTIVE REPRESENTATION IN TRAINING

• SAFE EXECUTIVE CHALLENGES

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� Executives Kick-Off the Challenge

� Class Communication via email

� Executives become cheerleaders

� Executive-sponsored Luncheon

� Prizes for the Team Rock Stars

BAN EXCUTIVE CHALLENGE STORY

THE RESULTS

50REFERRALS

555%OF GOAL

Deadline: 5 Days

Class: 9 Tellers

Team Goal: 9 Referrals

Teller Sales Referral Class Challenge: Loan Referral

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THE RESULTS

• 21 Branches + Call Center

• 87% of Total Referrals

• Two week time period

• Hundreds of employees

• Included efforts of all frontline staff

•• 1 Teller Referral Class

• 13% Total Referrals

• 5 day time period

• 9 employees

• Employed less than 90 days

• Currently attending Teller Referral Sales

Training

IT WAS A SNOWY DAY IN SPOKANE, WASHINGTON…

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CMLIS LEGIT!

CML IS THE REAL

DEAL UM..DID SOMEONE SAY CML?

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Can I have some water? There is a fire in my belly!

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So who’s in?

BThe Breaking of Silos…

The Face & Voice The Heart Leadership

• Branch

• Call Center

• Mortgage Officers

• Financial Service

• Home Office • Executives

• Managers

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BTHE BRAND PROMISE INITIATIVE WAS LAUNCHED

600 +EMPLOYEES HAVE PARTICPATED AND ARE COMMITED TO THE INITIATIVE

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COACHING CONSISTANCY =

Next Stop…Reward and Recognition

Images by ThinkStock

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Increasing Member LoyaltyAugust, 2016

Service – Center of All We Do!

ServiceQuality

MoreServices

FinancialSuccess

BetterValue

Growth

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Scoring

How likely are you to recommend FPCU to friends and family?

• Net Promoter System– Promoter Example

• 9 and 10 80

– Passive• 7 and 8 10

– Detractor• 0 – 6 10

To calculate: (Total Promoters – Total Detractors)/Total Surveys

(80-10)/100 = 70%

History

Prior to 2012• Mystery Shoppers

• Member feedback via calls

• Quarterly results

• Not member specific– No follow-up

2013 and forward• Member feedback via e-mail

• Instantaneous results

• Specific to members– Includes relationship and channels used– Feedback with improvement comments

• Specific to channel used

• Measured by individual and team

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Measurement

• Transactions– Teller Transactions

• Phone– Bank by Phone– Contact Center

• Remote Services

• New Member• New Product

- Online - Mobile

- eBanking - ATM

Measurement

23 Areas Measured:• Most important to us

– Feel like a valued member

– Rep personally engaged

– Rep knowledgeable

– Products/Services easy to understand

– Overall satisfaction

– Inquiry/Problem resolved

– Timely communication

– Prompt Service

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ReportingJan Feb Mar Apr May Jun Jul Aug YTD

Total Branches 72.7% 75.2% 76.2% 65.6% 69.8% 74.0% 70.0% 61.5% 71.6%

PT 58.9% 53.7% 53.7% 41.3% 44.3% 60.4% 49.4% 45.0% 51.3%

Teller 70.4% 72.1% 75.8% 83.8% 68.4% 85.7% 77.8% 100.0% 76.3%

Platform 80.2% 86.3% 87.5% 75.6% 85.3% 84.1% 85.7% 77.8% 83.1%

Total ESOs 96.7% 90.0% 80.6% 90.0% 84.4% 78.4% 73.3% 100.0% 84.9%

Business Development 100.0% 100.0% 50.0% 100.0% 55.6% 66.7% 100.0% 0.0% 65.7%

Bank by Phone 25.0% 60.0% 57.1% 55.6% 71.4% 72.7% 87.5% 100.0% 62.5%

Contact Center 74.0% 84.1% 86.5% 77.3% 71.1% 88.2% 91.7% 50.0% 80.4%

Total Contact Center 67.2% 81.6% 81.8% 73.6% 71.1% 84.4% 90.9% 55.6% 77.5%

ATM 60.0% 0.0% -33.3% 66.7% 50.0% 47.1% 37.5% 100.0% 45.2%

Mobile Banking -40.0% 63.6% 0.0% 38.5% 58.3% 55.9% 65.5% 50.0% 50.9%

Online Applications 100.0% 62.5% 87.5% 53.3% 14.3% 60.0% 66.7% 58.9%

eBanking 50.0% 20.0% 66.7% 56.8% 71.2% 62.0% 50.6% 8.3% 52.9%

Total eServices 43.1% 32.8% 64.1% 52.3% 64.1% 60.2% 55.3% 18.8% 53.1%

Consumer Lending 95.0% 90.9% 81.3% 86.8% 94.1% 96.3% 91.2% 91.7% 90.8%

RE Lending 82.1% 100.0% 93.8% 100.0% 81.3% 93.1% 96.2% 100.0% 91.5%

Investments N/A 100.0% 0.0% 100.0% 100.0% 100.0% -100.0% 63.6%

Total Support 89.7% 95.1% 84.8% 91.1% 88.1% 94.7% 90.2% 95.7% 90.4%

Total FPCU 72.8% 71.9% 76.4% 69.8% 72.7% 73.3% 70.2% 66.0% 72.2%

PT 58.9% 56.1% 54.3% 43.8% 45.6% 60.2% 47.8% 47.6% 51.9%

Teller 72.4% 72.7% 72.9% 86.0% 64.3% 81.5% 80.0% 33.3% 74.8%

Branch Platform 80.2% 86.3% 87.5% 75.6% 85.3% 84.1% 85.7% 77.8% 83.1%

ESO 96.7% 88.9% 81.4% 88.9% 89.5% 80.0% 81.5% 100.0% 86.6%

Heart of Organization 68.7% 63.7% 76.3% 71.0% 73.5% 71.9% 69.8% 64.7% 70.5%

Accountability

• Detractors (Passives and Promoters with Improvement Comments– Called within 24 hours

– Closed within 72 hours

• Goal of 75%– Individuals <70% = Accountability Plan

• Rep personally engaged• Feel like a valued Member

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Accountability

• Incentives– Managers

• 100% = $250• <70% = 10% Decelerator on Monthly Incentive Earned

– Individuals• <70% = 10% Decelerator on Monthly Incentive Earned• >80% = 10% Accelerator on Monthly Incentive Earned

How Changes Effect Score

HB Transformation & Branch Relocation

Online Upgrade

Brea Transformation

CarePoint Merger

Orange Transformation

WH Transformation & Branch

Relocation

Compton Merger

SD Medical Merger

Southland Savings Merger

Downey Transformation

SD Medical Transformation

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Feedback Received

Response Receive Date

Trans Date Likelihood to Recommend

Feel Like A Value Member Likelihood to Recommend First Name Likelihood Satisfaction

08/10/16 07/26/16 10 Great servoce

08/09/16 08/01/16 10 10 Completely agree Very helpful fast resolution and very friendly 10

08/04/16 08/03/16 10 10 Completely agree Because customer service and follow up was exemplary

10

08/04/16 08/03/16 10 10 Completely agree The personal service 10

Response Receive Date

Trans Date Likelihood to Recommend

Feel Like A Value Member Likelihood to Recommend First Name Likelihood Satisfaction

08/01/16 07/11/16 5 3 Send my atm card 9

08/02/16 07/11/16 10 10 Completely agree happy with customer service 10

08/15/16 07/11/16 10 9 10

08/10/16 07/13/16 9 9 The Lady who help me was so polite. And professional

9

08/13/16 07/22/16 10 10 Completely agree 10

08/10/16 07/25/16 10 Awesome

Response Receive Date

Trans Date Likelihood to Recommend

Feel Like A Value Member Likelihood to Recommend First Name Likelihood Satisfaction

08/12/16 08/11/16 10 10 Completely agree 10

08/12/16 08/11/16 10 10 Completely agree The employees, especially Carla, is the reason why I would recommend Financial Partners.

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Member Experience Committee

• Members

• Meet Weekly• Review trends

• Comments• Implement changes to improve Member Experience• Review abandonment, uptime, turn time, wait time, etc.

Chair: VP- Sales and Member Service CEO

SVP/Chief Lending Officer SVP – eServices / Ops.

SVP – HR / L & D VP – Chief Information Officer

VP – Investments & Ins. VP – Contact Center

Director – e Services Director – Branch Operations

Manager – Personal Teller Center

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Member Experience Committee

Member Experience DashboardEOM, June, 2016

Call Abandonment

Service Measurement CollectionsConsumer Lending

Contact Center

Loan ServicesMortgage

OriginationMortgage

ProcessingSupport Services

Card ServicesTotal Calls to

CUBank By Phone

Calls Offered 1,385 3,026 19,967 1,128 327 3 1,851 2,089 29,776 23,913Calls Handled 1,343 2,831 19,063 1,085 292 2 1,669 1,876 28,161 23,913Calls Abandoned 31 96 897 32 27 0 82 170 1,335 0Abandonment 2.24% 3.17% 4.49% 2.84% 8.26% 0.00% 4.43% 8.14% 4.48% 0.00%

Personal Teller Center

# of Sessions # of Trans. Avg. Wait TimeAvg. Session

TimeHours Worked

Avg. Sessions Per Hr

Avg Trans Per Hr

Referrals

13,018 22,722 0:14 0:03:05 1,622 7.94 14.39 307

Contact Center

# of Calls Offered # of Trans. Avg. Wait Time Avg. Call Time Hours WorkedAvg. Calls Per

HrAvg Trans Per

HrReferrals

19,967 5,519 00:24 0:04:20 2,034 7.40 11.56 418

RE Turn TimesAverage Turn Times 1st Mortgage Fixed 2nd HELOC

Daily 38 36 3130 Day 41 37 29YTD 37 31 27

Target 30 15 15

Consumer Direct Pull Through MTD Results

Branch 67%ESO 56%

Loan Advisor 47%

Gap Sales >/=90% LTV 51%MBI Sales % 19%

Debt Protection % 10%

Website Response TimeAverage Response Time

(Seconds)Uptime

1.51 99.90%

Why?

ServiceQuality

MoreServices

FinancialSuccess

BetterValue

Growth

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Questions?

Thank you!Laurie Tyler

ltyler@fpcu.org562-904-4261

Questions?Increasing Member Loyalty

CUNA Council Roundtable

Carie PickettNumerica CU

cpickett@numericacu.com

509-343-7838

Kalei ReederNumerica CU

kreeder@numericacu.com

509-340-6343

Dan McGar

SAFE CUDan.McGar@safecu.org

916-971-2227

Laurie Tyler

Financial Partners CUltyler@fpcu.org

562-904-4261