Surveys can teach your credit union a lot about itself. But what is the purpose of knowledge if not to grow from it? In many cases, monitoring credit union member experience (MX) can shape the branch.
The worst thing you can do with a survey is to look at the results and do nothing with them. But sometimes it’s hard to know what you can do with them.
So, read on to see what your credit union can do with its survey results.
How to Know Which Changes to Make
Your credit union might receive some critical feedback form surveys. Your credit union might need to make changes based on that feedback.
But how can you know which changes to make?
There are two answers:
The easy answer and the hard answer.
The easy answer is that you need to make whatever changes the survey indicates. Is there a problem with your mobile banking app? Fix that. Problem with the mortgage application process? Fix that.
But how do you fix it? How do you know the right solution to your problem? That’s where the hard answer comes in.
The hard answer is that you don’t know which changes to make. You’ll have to rely on good guesses and ingenuity. Maybe you can see how your peers handled the same issue. Maybe you’re choosing between two solutions and you need to make a list of pros and cons.
To make things easier, we’ll show you how other credit unions have addressed their feedback. Maybe it will give you some ideas.
Using Member Experience (MX) Feedback
Member feedback can teach a lot. It can also point you in the right direction when it’s time to fix things. Unfortunately, it can’t tell you exactly how to solve your problem.
So, here are a few examples of changes other credit unions made after surveys.
1. Long wait times in branches
One LiveSurvey client noticed that “wait time in branches” was frequently mentioned in surveys. They decided to revisit their teller processes.
They analyzed every aspect of teller processes. They counted keystrokes for various transactions. They looked at which functions were necessary, and which weren’t.
Not surprisingly, they found several areas where they could save time. By streamlining the teller transaction process, they lowered wait times and improved the MX.
2. No more drive-throughs
One credit union wasn’t getting good feedback on their drive-though tellers. Rather than reexamine their drive-through processes altogether, they questioned whether they even needed one.
While designing a new branch, they opted to leave out drive-through teller capabilities altogether. Instead, they went for a drive-through ATM. Problem solved!
3. Branch inconsistencies
Imagine if went to McDonald’s for lunch fairly often, and you always ordered a Big Mac. Then, imagine that you went to a different McDonald’s and their Big Mac was different. That would be strange, wouldn’t it? Perhaps a little disconcerting?
One credit union found that their branches all had a different feel. They were delivering totally difference MX.
They changed their hiring and training processes. Now all branches provide similarly great MX.
The Thrilling Conclusion
Unfortunately, there are no “right” and “wrong” ways to make changes based on member feedback. But even if the changes you make don’t do much, you’re on the right track.
After all, the worst thing you could do is nothing. Ignoring member feedback won’t get you far at all.
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