Credit union member surveys let you now how your members feel about your service and performance. It’s always great to hear when they’re happy. However, sometimes members let you know when something isn’t up to par. When your members are unhappy, that’s when it’s time to make changes.
There’s no point in surveying your members if you don’t do anything with the information. Brenton Paulson, Director of Business Intelligence at MAPS Credit Union, has used member feedback to improve his credit union’s services.
Here are three changes that MAPS Credit Union made after seeing the results of some member surveys.
Whoops! Wrong Account!
Many credit union members open several accounts. Credit unions offer many different account types, so keeping track of them all can be a little confusing.
One survey result indicated that MAPS Credit Union tellers were occasionally depositing money in the wrong accounts. For example, instead of depositing money into a member’s College Savings Account, tellers were putting the money into the member’s regular savings account.
When they realized what was happening, they took steps to correct the problem. Member feedback highlighted an issue, and the credit union solved it.
Drive Through? More Like Drive Away!
Another example of a change made as a result of credit union member survey results was with drive-through tellers.
MAPS Credit Union noticed that member experience in their drive-throughs wasn’t up to par. The drive-through lacked the personal touch and attention that the tellers were able to provide in the branch.
Consequently, MAPS researched how they could continue providing excellent in-branch service without losing their drive-through capabilities. When they were deciding how they wanted a new branch to operate, the left out a drive-through teller. Instead, they kept a drive-through ATM for quick transactions. All teller transactions in the new branch would be face-to-face.
We’re Not in Kansas Anymore…
Another issue that MAPS Credit Union saw was that member feedback was different across their branches. Each branch had a different feel, and it was a little disconcerting for members.
Insight from the credit union member survey helped them realize that they needed more consistency in member experience from branch to branch. They centralized their hiring process to ensure members felt at home no matter which branch they visited.
Decisions Based on Information
It’s rarely good to make decisions based off of pure guesswork. All of us in the credit union industry work hard to improve our products, services, and member experiences.
The best thing we can do is to listen to what our members want. That way, we can be sure to make improvements, not “improvements.”
To Survey, or Not to Survey, that is the… Survey
The examples above are just a handful of changes that only one credit union made after surveying its members. As they administer more surveys in the future, they may find new changes to make.
The kinds of changes a credit union can make based on member feedback are limited only by what questions you ask your members.
If you want to better understand your members to make beneficial changes to your products, services, or member experiences, consider surveying them. What business doesn’t want to know how people truly feel about them? We’ve compiled some resources to help you decide what kind of survey questions you might ask, as well as a few survey companies that could help you get started. Or, follow the links below to learn more about credit union member survey strategy!
How to Address Unhappy Members in Your Credit Union NPS Survey
