Can you believe we’re already in Q4? The year has flown by, and if you’re like most credit union leaders, you’re probably looking at the calendar and thinking about how to finish strong. It’s the season where goals are top of mind, budgets are getting wrapped up, and big plans for the new year are starting to take shape.

One of the best ways to make sure you’re on track, and even get ahead, is to ask your members what they need right now. A quick survey can uncover insights that help you adjust course, close gaps, and make sure your year ends on a high note.

Why Q4 Feedback Is So Valuable

Think about what’s happening in your members’ lives at this time of year. Many are juggling holiday expenses, applying for loans, or trying to hit their own savings goals. Meanwhile, leadership teams and boards are setting priorities for next year.

That’s why Q4 is such a great moment to pause and listen. A short survey can tell you whether your members feel supported, if your services are meeting their needs, and where you can step in to make life easier. It’s feedback you can use right away, not just for planning, but for showing members you care about what matters to them now.

What to Ask in a Q4 Survey

Your survey doesn’t have to be complicated. A handful of thoughtful questions can go a long way. Some areas worth exploring:

  • Digital banking experience: Is your mobile app or website working well when traffic is heavy?
  • Staff interactions: Do members feel welcomed and supported when they visit or call?
  • Products and services: Are loans, credit cards, and savings accounts easy to access and understand?
  • Trust and loyalty: Would members recommend your credit union to friends or family?

The answers will give you a clear picture of where you’re excelling and where small improvements could make a big difference.

From Insights to Action

Here’s the important part: don’t just collect the data, use it. Even small changes based on member feedback can have a big impact. Maybe it’s simplifying communication around loan options, improving response times at the call center, or tightening up your digital experience.

If you’ve done surveys earlier in the year, you can compare results and see how far you’ve come. Sharing this progress with your team is a great way to keep them motivated and show them how their efforts directly improve member experience.

Wrapping Up the Year on a High Note

Q4 can feel like a sprint, but it’s also the perfect time to reconnect with your members and your staff. A simple survey is more than just a data point – it’s a way to listen, to show you care, and to build trust heading into the new year.

So before you close the books, take a moment to ask your members what they need. Their answers might just be the key to not only finishing strong, but also starting the next year with real momentum.