member feedback loops - cuna member feedback loops: data into action. real advantages for real

Download Member Feedback Loops - CUNA Member Feedback Loops: Data into Action. Real Advantages for Real

If you can't read please download the document

Post on 29-Jun-2020

0 views

Category:

Documents

0 download

Embed Size (px)

TRANSCRIPT

  • 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 Loftis Advia Credit Union VP Marketing & PR nloftis@adviacu.org 844.238.4228, ext. 1442

    Christine Millonzi Advia Credit Union Member Engagement Manager cmillonzi@adviacu.org 844.238.4228, ext. 4515

    mailto:nloftis@adviacu.org mailto:cmillonzi@adviacu.org

  • 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 Surveys After Call Surveys Online Product Review Platform Social Media Channels Better Business Bureau Mobile Apps Member Journey Mapping Exercises Branch 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 Measurements Member Retention Products and Services Held Relationship Growth New Member Growth & Referrals Ease of Use Score (based on surveys) Product & Platform Review Scores

    Qualitative Measurements Team Involvement in Process Positive Comments on Posts Collaboration among Business Units Improvements 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 Assn https://www.cxpa.org/home

    Member Loyalty Group https://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

    https://www.cxpa.org/home https://memberloyaltygroup.com/ https://www.crnrstone.com/

  • Our Approach to Improving the Member Experience

    Thank You! Collect

    Feedback

    Review & Analyze

    Process Improve

    Track & Report

    Gauge Impact

    Nancy Loftis Advia Credit Union VP Marketing & PR nloftis@adviacu.org 844.238.4228, ext. 1442

    Christine Millonzi Advia Credit Union Member Engagement Manager cmillonzi@adviacu.org 844.238.4228, ext. 4515

    mailto:nloftis@adviacu.org mailto:cmillonzi@adviacu.org

  • Questions?

  • University Federal Credit Union Member Feedback Loops

    Chad Holz, Manager of Marketing Analytics Laurie Tyler, Sr. Manager, Branch Administration and Member Experience

  • 19

    Laurie Tyler University Federal Credit Union VP Sales & Member Services ltyler@ufcu.org (512) 467-8080 Ext.22456

    Chad Holz University Federal Credit Union Manager of Marketing Analytics CHolz@ufcu.org 512-467-8080 x 22313

    mailto:ltyler@ufcu.org mailto:CHolz@ufcu.org

  • 20

    UFCU

    • HQ – Austin, TX • Founded in 1936 –

    83 years • $2.9B in Assets • 300,000 Members • FOM – Higher

    Education / Medical

  • 21

    MX Framework

  • 22

    Member Feedback Tools

  • 23

    Social Media

  • 24

    Social Aggregator

  • 25

    Other Online Reviews

  • 26

    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

  • 27

    Surveys

  • 28

    Net Promoter Score

  • 29

    Surveys

  • 30

    Survey Results

  • 31

    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

  • 32

    Benchmarked

  • 33

    Feel Like A Valued Member

  • 34

    Comment Categorization

  • 35

    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

  • 36

    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?

    Member Feedback Loops: �Data into Action Slide Number 2 Slide Number 3 Slide Number 4 Slide Number 5 Slide Number 6 Slide Number 7 Slide Number 8 Slide Number 9 Slide Number 10 Slide Number 11 Slide Number 12 Slide Number 13 Slide Number 14 Slide Number 15 Slide Number 16 Questions? University Federal Credit Union�Member Feedback Loops Slide Number 19 UFCU MX Framework Member Feedback Tools Social Media Social Aggregator Other Online Reviews Social Media Structure Surveys Net Promoter Score Surveys Survey Results Feedback into Actions Benchmarked Feel Like A Valued Member Comment Categorization Improvement Highlights Structure for Surveys Questions?