Do you believe that member feedback can be a strategic advantage? Do you want to use member feedback to improve your member experience, enrich your data, power your marketing, and grow your credit union?
Maps Credit Union accomplished just that.
This webinar highlights how Maps Credit Union combined data analytics and member sentiment to improve decision-making and profitability. Brenton Paulsen, VP of Data Strategy at Maps Credit Union, and David Deckelmann, CEO of LiveSurvey, discuss:
- How they paired member sentiment with member data;
- What kind of actionable insights they got; and
- How your credit union can do the same.
Get ready for a dive into how Maps Credit Union is actually using their survey data—and not just for peer benchmarking.
Key points in the webinar:
(0:00:03) – Improving Member Experience with Data (14 Minutes)
We discuss how Maps Credit Union was able to use data and member sentiment to create a better member experience. We emphasize the need for dynamic, transaction driven surveys to measure member sentiment, and why it’s more important to focus on improving rather than comparing survey metrics to other institutions. We also discuss how the nuances of how surveys are done can lead to misleading data, and why it’s important to survey members who have had negative experiences.
(0:13:47) – Analyzing and Improving Survey Questions (10 Minutes)
We explore the use of surveys and other data collection techniques to measure the member experience at Maps Credit Union. We examine the differences between surveys and the effectiveness of a drip campaign in providing detailed feedback. We analyze the results from the old branch transaction survey and its shortcomings, as well as the new relationship survey. We look at how a color map can be used to correlate common survey questions and identify any discrepancies.
(0:23:48) – Improving Digital Banking Experience (16 Minutes)
We discuss the importance of using data to analyze customer sentiment and establish quality control standards. Then, we analyze how to interpret different trends and use experience heat maps to identify areas of improvement. Finally, we look at how to bucketize customer comments to gain a deeper understanding of customer needs.
(0:40:02) – Surveys for Growth and Member Experience (14 Minutes)
We consider how to use surveys to measure and improve the member experience at Maps Credit Union. We discuss employee incentives, contests, and rewards programs as a way to motivate members to provide reviews. We also look at the role of data and analytics in understanding customer sentiment and growth. Finally, we analyze the importance of recommendations in terms of new membership and the challenges of maintaining a younger membership base.
(0:53:58) – Integration of LiveSurvey and Alkami (5 Minutes)
We take a closer look at the integration of LiveSurvey with different platforms, particularly Alkami, and the advantages this provides for data collection. We review how the integration with Alkami’s platform can help track members on the website as well as generate campaigns, and explore how the integration with other online banking providers could be used to capture branch transactions.