It’s never good enough to simply have member feedback. You have to actually use it, too.
If you want to ensure that your members’ voices aren’t just heard, but are acted upon effectively, tune into this member experience webinar.
LiveSurvey CEO David Deckelmann hosts Customer Experience Expert Charlene Foley from SEE Me CX, inc. The session was full of practical advice on how credit unions can improve their member experience by actively listening, learning from feedback, and taking decisive action.
If you couldn’t join us, don’t worry—we’ve got you covered with the video and a rundown of the most valuable insights here:
See the simple Listen, Learn, Act process here:
Note: the focus of this webinar is education, not sales. It is for people who already have member feedback but aren’t confident in their next steps. If you’re still looking for a way to gather feedback, or if you want to follow up with one of the presenters to learn more about what they offer, links are at the bottom!
Listening to Your Members and Team
The first step is all about gathering feedback from multiple sources. This isn’t limited to formal surveys—though they’re certainly important—but also includes unsolicited feedback like letters, emails, and app reviews.
Pay attention to how members interact with your services across different channels. Are they finding it easy to navigate your mobile app? Is your chatbot effectively resolving their issues?
But it’s not just about the members. Your employees are on the front lines and have invaluable insights into what’s working and what’s not.
Engage with them through surveys, informal chats, or even by shadowing them during their workday. Their perspective can reveal internal obstacles that might be affecting the member experience.
Learning from the Feedback
Once you’ve gathered all this information, the next step is to make sense of it.
Look for patterns and recurring themes in the feedback. Are there common pain points that members are experiencing? Perhaps there’s a particular step in your account opening process that’s causing confusion. Maybe employees are highlighting issues with internal communication that indirectly impact members.
It’s also beneficial to keep an eye on industry trends and what your competitors are doing. This external perspective can offer ideas for improvement and innovation.
Taking Action
With clear insights in hand, it’s time to act. Start by fostering a culture that puts members first. This could involve training programs focused on empathy and customer service or creating cross-departmental teams dedicated to enhancing the member experience.
Collaboration is key. Work closely with different departments to implement changes. For example, if members are frustrated with the mobile app, partner with your IT team to address these issues. Regularly update everyone involved on the progress to maintain momentum and accountability.
Don’t forget to measure the impact of your actions. Are member satisfaction scores improving? Is there a reduction in the number of complaints about a specific issue? Tracking these metrics will help you understand what’s working and where further adjustments are needed.
Key Takeaways from the Webinar
- Continuous listening: Keep the lines of communication open with both members and employees. Their feedback is a valuable resource for ongoing improvement.
- Employee engagement: Your team can offer unique insights into operational challenges that may affect members. Involving them in the process can also boost morale and commitment to organizational goals.
- Collaboration means better solutions: Working together across departments ensures that actions taken are comprehensive and effective.
- Measure and adjust: Regularly review the impact of the changes you’ve implemented. This will help you stay on track and make necessary adjustments along the way.
What to Do Next
If you tune into the webinar, you’ll see a few things that you can start doing now, on your own.
However, if you want to take the next step, this is what you can do.
Connect with Charlene Foley to get the slides or improve your member experience program: https://www.linkedin.com/in/charlenefoley/
Connect with David Deckelmann to discuss credit union survey strategy: https://www.linkedin.com/in/david-deckelmann-893496a/
Learn more about LiveSurvey, the real-time member survey platform for credit unions:
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