It’s okay to be in this (good) dilemma. If you are new to your role of collecting member feedback or a veteran needing some fresh ideas, relish in the fact that you are sitting on a goldmine. You have data that holds the answers to the actions your company should take on behalf of your members. This is the fundamental reason surveys exist… to bring the members’ voice forward to instruct the organization of what they need, where friction exists, and the delighters that keep them loyal.
The key is the step between Data and Actions. This middle step is preparing the Insights. Insights are what you learn from the data and what you share with business partners in the company. Member Experience leaders (or whatever version your title might be) have a unique role in an organization – no matter the size – to work across several areas of the business.
Package up your insights in a way that allows you to work with the appropriate business owner(s) who are responsible for the areas for improvement and/or ideas from the members. Examples of who to work with and why:
- Product Development Team: to confirm or provide new scope to upcoming product launches
- Digital Team: to influence improvements to the digital user experience
- Project Management Office (PMO): PMO teams get to see the full spectrum of company projects, many of which can impact members (positive and negative); MX insights will help PMO teams become a steward/user of the members’ feedback
- HR Team: culture impact, such as member-centricity programs are a great way to federate member insights throughout an organization (check out the blog from 2/29/24 to learn more)
- Branch Teams: member-level feedback and insights into the hands of the branch staff can help institute formal outreach to members who provided negative feedback
- Customer Service/Contact Center: insights into the hands of contact center professionals allows them to be both aware of areas of friction and to speak to upcoming areas of improvement
- Executive Team: showcase how key insights have turned into actions for the company; include your data/metric timeline and forecast based on upcoming actions
I help my clients understand how to turn Data into Insights and from there shape the actions of what to do next. Actions should provide value back to the member and/or organization (ROI). Member Experience Strategies, Member Experience Insights Reports, and Member Experience Playbooks are some of the artifacts I can help you prepare depending on your needs.
Livesurvey’s dashboard is a great source for your members’ feedback. I look forward to digging into your data with you to uncover key insights.
With gratitude,
Charlene Foley
Charlene Foley is a Certified Customer Experience Professional (CCXP) and uses her knowledge and past leadership in Member Experience as the framework for sharing her ideas and best practices.
