Member engagement is the lifeblood of any credit union. However, as your credit union grows, it’s natural for some members to become less engaged over time. Whether they’ve stopped using your services regularly, aren’t responding to communications, or have become disconnected from your community, it’s crucial to identify why. By reaching out to these members with targeted surveys, you can gather valuable insights that will help you re-engage them effectively.
Here are five essential survey questions to ask your unengaged members, along with actionable tips on how to win them back.
- What services or products could we offer to meet your financial needs better?
Disengaged members may feel your credit union no longer offers what they need. This question allows them to express what’s missing—whether it’s better loan rates, more competitive savings options, or investment products. Understanding what financial gaps exist allows you to create or promote services tailored to their needs, helping reestablish your credit union as their go-to financial partner.
Tip: Once you gather this feedback, consider launching targeted promotions highlighting the specific products or services unengaged members have expressed interest in. - How would you prefer to interact with our credit union?
Members expect flexibility in how they interact with financial institutions. This question helps you identify if your disengaged members prefer in-person interactions, mobile banking, or online services. It may reveal a preference for more convenient digital options that you haven’t fully optimized yet.
Tip: If members express a preference for digital tools, ensure your mobile app and online banking services are easy to use and accessible. Consider offering a personalized onboarding session to help them make the most of these platforms. - What was the main reason you chose our credit union originally?
Understanding what initially attracted a member to your credit union can provide insights into why they may have disengaged. This question helps you reflect on what worked in the past and whether those benefits are still being effectively communicated or offered.
Tip: Use this information to highlight these features in targeted communications, showing members that your credit union continues to deliver the same value that brought them on board in the first place. - What would motivate you to become more active with our credit union again?
This question gets straight to the heart of the issue, encouraging members to tell you exactly what would bring them back into the fold. Whether it’s improved customer service, more competitive rates, or simply better communication, this insight will be key to re-engagement.
Tip: Respond to their feedback with personalized solutions. If members mention specific needs, follow up with customized offers or services. - How can we improve your experience with our credit union?
Sometimes, disengagement stems from dissatisfaction or frustration that hasn’t been addressed. By asking this open-ended question, you give members the chance to share their concerns or suggest areas where your credit union can improve.
Tip: Act on their feedback by resolving common pain points quickly. Communicate the changes you’ve made based on their input to show that their voice matters, which can help rebuild trust and loyalty.
By asking the right questions, you can gain critical insights into why members disengage and what can bring them back. The key to re-engagement lies not only in collecting feedback but in acting on it. Personalize your outreach, improve your offerings, and demonstrate your commitment to delivering the best member experience possible. In doing so, you’ll create stronger, lasting relationships that benefit both your credit union and its members.
