Every data analytics company will be happy to tell you how much data your credit union has. In fact, if you have data folks on your team, they’d be happy to tell you all about it.
And all those data people will also tell you that much of that data goes unused.
So, why are we talking about credit union data in a survey blog?
Because you’d be surprised what kinds of questions you don’t need to ask your members. First, we’ll give examples of questions you shouldn’t ask. Then, we’ll explain why you shouldn’t ask them.
Examples of Questions You Shouldn’t Ask
Don’t ask members to answer questions that you already know the answer to. That includes questions that you can find the answers to if you look at your data.
In short:
If you already have information about the member, don’t ask them for that information.
Here are a few examples of questions that you can find the answers for yourself:
- How long have you been a member of the credit union?
- Do you have direct deposit?
- Have you ever taken out a loan from the credit union?
You have access to this data. Don’t waste the member’s time asking them about it.
Bonus Pro Tip: Also Don’t Ask This Question
In addition to asking questions you already have the answers to, don’t ask questions using industry terminology. It’s jargon to members.
Example?
“Would you consider our credit union to be your PFI?”
Not only won’t the member know what “PFI” means, but in today’s digital age… do any of us?
Even if you spell it out (primary financial institution), members won’t understand it. And, given that the definition today isn’t what it was 10+ years ago, it’s best to avoid the term altogether. Same goes for similar industry terminology.
Why It’s Bad to Ask These Questions
There’s a law of design called the “Aesthetic-Usability Effect.” Essentially, people believe that better-looking things work better. This is often the paramount consideration in UX design.
And make no mistake, the questions you ask in a survey are a key UX touchpoint.
If you ask your members for information that you already have, they’ll assume the worst. They might think your credit union:
- Doesn’t know their members;
- Can’t find their own data;
- Doesn’t value their members’ time; or
- Is incapable of effectively using technology.
These are not good things for members to think. They erode trust in the credit union. It’s hard to stay the “PFI” for long if members don’t trust the capabilities of the credit union.
After all, if you can’t do a survey well, what are you doing with their money!?
Create Better Surveys
If you’d like to send better surveys to your members, LiveSurvey can help.
LiveSurvey is a credit union-specific survey platform that can trigger, collect, and report on surveys in real time. LiveSurvey has helped many credit unions find, understand, and improve their member experience metrics.
