Credit unions distinguish themselves through their excellent member experience (MX). But not every credit union delivers the kind of MX they want to be known for. Some may be stinking up the joint without even knowing it!
But here’s the thing:
Most credit unions think they’re doing well! It’s only after a few bad survey results that they see how far they have to go.
Fortunately, there are a few ways you can tell that you’re on the right track. If you see any of these three signs, then your credit union MX is probably pretty good.
https://www.youtube.com/watch?v=pfw9xcSHkI4&rel=0
1. You’re Engaged in Dialogue with Members
If you’re on speaking terms with your members, that’s a good sign.
Of course, we don’t just mean that you say hi and participate in small talk. We also don’t mean that you’re having big heart-to-hearts with your members. Though that might be a good sign, come to think of it.
But what we mean is that you’re asking members about their needs and expectations. We also mean that you should be listening to them.
Basically, you know your member expect good experiences. And if you ask them what would make their experiences good? You’re far more likely to be able to provide them.
Oh yeah, and simply asking what people want is a good sign all by itself.
2. You’re Listening to Your Members
Remember long, long ago when we said that engaging in dialogue with members was a sign of good MX? Well, we’re here to let you in on a little secret:
Generally, roughly half of a dialogue is listening.
But just in case it sounds like we’re making it too easy, there’s another step. You can’t just listen to your members. You also have to respond appropriately. (This doesn’t mean that you have to nod sagely, or steeple your fingers and say “I see” at regular intervals.)
Responding appropriately means taking necessary actions to address concerns. It means evaluating what you can do to make things better. It means treating your members as valuable people with valid opinions.
So, if you’re listening to your members—and responding appropriately!—then you’re doing it right. That’s a sign of good credit union MX!
3. You Continually Measure Feedback
Here’s the thing about the first two signs:
They both require you to gather and evaluate feedback. Feedback! It’s all about the feedback.
But you can’t just ask for feedback once. Or twice. Heck, even three times ain’t much.
If you want to ensure great MX at your credit union, you’ll need to continually measure feedback.
Think of it this way:
If your goal is to get fit, you’ll have to exercise. But you can’t just exercise once or twice. You’ll have to make a habit of it. It’s not the occasional trip that gets you to your goal—rather, it’s a repeated effort.
Credit union MX is the same way. Continual dialogue, listening, and understanding of those conversations are what help you understand your members. And when you understand your members, you’re better able to meet their needs.
So, if you continually measure member feedback, that’s a sign of good credit union MX!
Further Reading
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Get a free NPS survey for your credit union by clicking the link. If you don’t already survey your members, think of the free NPS survey as the first step toward delivering good MX.
