Member Feedback Loops: Data into Action
Real Advantages for Real People.TM
Our Approach to Improving the Member Experience
Our Approach to Improving the Member Experience
Nancy LoftisAdvia Credit UnionVP Marketing & [email protected], ext. 1442
Christine MillonziAdvia Credit UnionMember Engagement [email protected], ext. 4515
Our Approach to Improving the Member Experience
About Advia:
4 CU Mergers since 2010
Name Change in 2014
600+ Team
155,000+ Members
29 Branch Locations
2 Bank Acquisitions since 2016
1 Bank Acquisition for 2019
Numerous Systems Integrations
Our Approach to Improving the Member Experience
Member Experience Feedback Process Overview
Collect Feedback
Review & Analyze
Process Improve
Track & Report
Gauge Impact
Our Approach to Improving the Member Experience
Step 1: Collect Feedback Collect Feedback
Review & Analyze
Process Improve
Track & Report
Gauge Impact
Primary Methods:Emailed SurveysAfter Call SurveysOnline Product Review PlatformSocial Media ChannelsBetter Business Bureau Mobile AppsMember Journey Mapping ExercisesBranch Team Focus Groups
Our Approach to Improving the Member Experience
Step 1: Collect Feedback Collect Feedback
Review & Analyze
Process Improve
Track & Report
Gauge Impact
Journey Map Exercises
Our Approach to Improving the Member Experience
Step 2: Review & Analyze Collect Feedback
Review & Analyze
Process Improve
Track & Report
Gauge Impact
Review Tracker
Emailed Survey Data
Mobile App Review Data
Our Approach to Improving the Member Experience
Step 3: Process Improvement Collect Feedback
Review & Analyze
Process Improve
Track & Report
Gauge Impact
Our Approach to Improving the Member Experience
Step 3: Process Improvement Collect Feedback
Review & Analyze
Process Improve
Track & Report
Gauge Impact
Our Approach to Improving the Member Experience
Step 4: Track & Report Collect Feedback
Review & Analyze
Process Improve
Track & Report
Gauge Impact
Our Approach to Improving the Member Experience
Step 4: Track & Report Collect Feedback
Review & Analyze
Process Improve
Track & Report
Gauge Impact
Organizational Scorecard Metrics:• Member Experience Matrix• Journey Map Enhancements
Our Approach to Improving the Member Experience
Step 5: Gauge Impact Collect Feedback
Review & Analyze
Process Improve
Track & Report
Gauge Impact
Quantitative MeasurementsMember RetentionProducts and Services HeldRelationship GrowthNew Member Growth & ReferralsEase of Use Score (based on surveys)Product & Platform Review Scores
Qualitative MeasurementsTeam Involvement in ProcessPositive Comments on PostsCollaboration among Business UnitsImprovements to Processes & Communication
Our Approach to Improving the Member Experience
What We’ve Learned Collect Feedback
Review & Analyze
Process Improve
Track & Report
Gauge Impact
Continuous Improvement Model
It Takes Commitment & Collaboration
Shared Vision
Have a Centralized Feedback Tool
Prioritize Efforts of Improvements
Our Approach to Improving the Member Experience
Helpful Resources
Websites:Customer Experience Professionals Assnhttps://www.cxpa.org/home
Member Loyalty Grouphttps://memberloyaltygroup.com/
Cornerstone Advisors Inc.https://www.crnrstone.com
Books:
The Customer Experience Book - Alan Penning
The Effortless Experience -Matthew Dixon
Outside In: The power of putting customers at the center - Harley Manning
Our Approach to Improving the Member Experience
Thank You!Collect
Feedback
Review & Analyze
Process Improve
Track & Report
Gauge Impact
Nancy LoftisAdvia Credit UnionVP Marketing & [email protected], ext. 1442
Christine MillonziAdvia Credit UnionMember Engagement [email protected], ext. 4515
Questions?
University Federal Credit UnionMember Feedback Loops
Chad Holz, Manager of Marketing AnalyticsLaurie Tyler, Sr. Manager, Branch Administration and Member Experience
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Laurie TylerUniversity Federal Credit UnionVP Sales & Member [email protected](512) 467-8080 Ext.22456
Chad HolzUniversity Federal Credit UnionManager of Marketing [email protected] x 22313
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UFCU
• HQ – Austin, TX• Founded in 1936 –
83 years• $2.9B in Assets• 300,000 Members• FOM – Higher
Education / Medical
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MX Framework
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Member Feedback Tools
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Social Media
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Social Aggregator
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Other Online Reviews
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Social Media Structure
• Structure– 1 Full Time Digital Marketing Specialist
• Respond within 4 hours• After hours - response letting them know we will
contact them during business hours– Assistance in responses from Member
Communication Specialist Team and Online & Mobile Banking Analysts
– Escalations leverage MLG/Satmetrix Follow-up Process
• Lessons Learned– Public vs. Private Comments– Volume is increasing exponentially plan ahead
for staffing
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Surveys
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Net Promoter Score
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Surveys
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Survey Results
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Feedback into Actions
• Read every survey– Tag comments
• Contact Member– Every Detractor– Passives and Promoters with
Improvement Comments– FLVM Score is Low– Rep Personally Engaged Score Low
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Benchmarked
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Feel Like A Valued Member
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Comment Categorization
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Improvement Highlights• Check hold base amounts evaluated and
updated• Redesigned transaction slip• Improved collaboration with Back Office
departments• Drive-Thru queueing system changes• Ongoing training and improved procedures for
front line staff
• IVR adjustments• Improved communication between front line staff
and back office• Additional COTS machines for busiest branches• Lobby Tracker back to back monitors and
updated menus• Consistent lobby experience
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Structure for Surveys
• Structure– 2 Team Members/Marketing
• Read surveys and tag comments• Prepare reports
– Frontline leadership responsible for following up on detractors, passives and promoters with improvement comments
• 24 hour turnaround• Standards set
• Lessons Learned– Timely follow-up turns assists in turning detractors
into promoters– Plan projects around member feedback– Communicate back to membership – “we listened”.
Questions?
