Ahh, the life of a credit union professional. You’re out there doing your darndest every day to keep your members taken care of and happy. (Okay, maybe some days you slack off just a little.)
But after you put in all that effort, how do you know that your efforts paid off? How do you know that your work… works?
That’s where member satisfaction surveys come in. They measure how happy your members are with your credit union.
And they take many different forms. Here are three that you can’t miss.
The Three Best Member Satisfaction Surveys
Before we get too far, we should clarify something. “Member satisfaction survey” isn’t a specific kind of survey. Basically, any survey that measures how members feel in general counts.
However, even some transaction surveys might count as satisfaction surveys. It’s all in your end goal.
And when it comes to end goals, it’s important to keep the beginning—and the middle—in mind. Which brings us to our first must-do survey:
Journey Mapping Surveys
Journey mapping is a holistic look into each member’s relationship with your credit union. Their journey starts from when they first join and ends when… well, it ends when it ends.
Along the way, members engage in various ways. They open accounts, they apply for loans and credit cards, and they ask for advice on investing and retirement.
Each of these touchpoints is a major moment in their financial lives. Your credit union should ensure your members are satisfied with their experiences. It’s important to know if you’ve made things difficult, confusing, or if your service didn’t meet expectations.
Create member satisfaction surveys around these major touchpoints. And voila, you’re journey mapping!
Drip NPS Surveys
We’ve written at length about net promoter score surveys. We won’t do it again here, we promise. If you want to cover some basics, you can learn about NPS surveys here.
Drip NPS surveys are basically the same as full NPS surveys, except… not.
Instead of only asking a large portion of your member base the NPS question quarterly, keep your finger on the pulse. Ask a much smaller handful of members each week. It’s a drip instead of a deluge.
Keeping a drip NPS campaign running will help you keep an eye on the direction you’re heading. You’ll have more immediate, granular data and feedback. It may help you nip problems in the bud or reinforce the things that are working well.
If you want to, you can let your NPS survey do the heavy lifting for you here. But sometimes it’s nice to change things up a bit. Some people think that a score of six, seven, or either on an NPS survey means “above average.” These people might feel perfectly good about their relationship with your credit union.
So, we think it’s valuable to send out a yearly or semi-annual member satisfaction survey. You can ask all the little questions that standard survey types miss (like NPS and CES).
There are many kinds of credit union surveys in the world, and you can benefit from pretty much any of them. The trick is, you have to actually administer them to reap the rewards from them!
We’re working on a survey schedule for your credit union to use. It will guide your member experience team through a year of member satisfaction surveys.
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