Building a strong survey program can be a challenge. Asking the right questions is just the tip of the iceberg.
A good survey program is an invaluable tool for helping credit unions understand their members. The best way to improve upon a survey program—or to kick off a brand new one—is to have a long-term plan. Survey types, comment curation, and organization initiatives are a few things to think about.
In the day-to-day operations, other priorities might get in the way of optimizing your survey plan. But we know that as a credit union, making your members feel heard and happy is always number one. That’s why we’ve put together a 12-month roadmap to help lead you to your strongest survey program yet.
Here’s an overview of what you’ll get from our e-book “Twelve Month Survey Roadmap to Credit Union Success.”
Ready, Set, Measure Your Baselines!
Ready to start running with your new survey program plans?
First, you have to determine where the starting line is.
The foundational step in this year-long process is to connect with your members. We recommend you start by asking “how likely are you to recommend our credit union to your family and friends?” Or, you might opt for measuring your NPS score.
Either way, ask them why they’re giving that answer or score—the most useful information is in the comment boxes.
Establishing your operational baseline allows you to measure the distance to your first benchmark.
Comment Curation
Time to get organized. Throughout the year, you’ll probably send out loads of different surveys. During the first months of this plan, you’ll focus on quantity (without tiring your members out, of course). But meaningful information is only as good as your plan to review it.
Curating answers and comments will give you an idea of your members’ priorities and areas of dissatisfaction at a glance.
Then, as the year progresses, you’ll be able to review benchmark surveys more efficiently.
The Half-Way Mark
During the first half of the year, you’ll concentrate on surveying transactions, new accounts, and loan transactions.
By month six, you should have enough to go on to begin optimizing your survey plan. This is a great point to pause for a couple of assessments:
- Are you receiving the information you want from your survey questions?
- Are you on track to reach your goals?
- What can you do better?
From here on out, your surveys should shift focus. You’ll start to solicit member feedback for planned initiatives, and measure the efficiency of delivery channels. And, as always, the most important thing is to continue monitoring the member experience.
Looking Forward
At the end of the year, it’s time to review the results—crunch numbers and make changes or updates—and look ahead to your next goal.
Survey program development doesn’t stop after year one. It’s an ongoing, evolving process. But leading with a well-laid-out plan will help you start the second, and all the years after, off on the right foot.
Are you ready to build your strongest survey program yet?
Our e-book “Twelve Month Survey Roadmap to Credit Union Success” has a detailed month-by-month plan with extra tips and tricks to get you there. Get your copy here!
