November 18, 2019

Setting Member Experience Goals

Your Custom MX Goals on the MemberXP Dashboard

Creating a member experience scorecard is a critical factor in achieving a brand-defining member experience. MemberXP’s built-in dashboards and scorecards allow all stakeholders to see the score at all times for all member experiences. You can set custom goals for key performance indicators such as the Promoter Score and the Member Effort Score on your MemberXP dashboard and track them month-over-month for the year. Here’s an example showing a goal for a credit union’s Member Effort Score with the goal set at 6.45.

You can also set goals for specific member experiences such as getting a mortgage or joining the credit union. Here’s an example of the goal dashboard filtered by the new member experience. At a glance you know that the credit union is below its goal threshold for the Promoter Score and the Member Effort Score for this experience because the bar for each of those measures appears in red.

Setting Custom KPI Goals Using Peer Data

Because MemberXP has hundreds of thousands of data points collected from credit union members on specific credit union experiences, your credit union has a reliable source of peer data to inform your scorecard goals.

MemberXP has peer score data for the following:

Overall experiential surveys
Overall relationship surveys
New Deposit Account Surveys
New Member Surveys
Transaction Surveys
Consumer Loan Surveys
Mortgage Loan Surveys
Contact Center Member Care (Problem Resolution) Surveys

You can use peer KPI data in two ways:

If you have been collecting member feedback with MemberXP and have benchmarked your Promoter and Member Effort scores, you can combine those benchmarks with peer data by downloading the worksheet from the link below.
If you’re new to member experience measurement, you can download the worksheet below and view the Goals for New CU’s tab to set goals based on MemberXP’s credit union member experience scores. You can also read this article for data on average scores increases in the first 24-months of a member experience improvement initiative.

MemberView Goal Calculator for 2021 Download

Using the Goal Calculator Worksheet with Your Credit Union’s Benchmarked Scores

If you have your own benchmarked scores the goal calculator worksheet formula will recognize one of three scenarios:

Your credit union’s benchmarked score is below the peer median score.
Your credit union’s benchmarked score is above the peer median score but below the peer high performers score. (Note: the high performers score is based on what the top 25% of credit union achieve.)
Your credit union’s benchmarked score is above the peer high performers score.

Here is how the calculation is performed for each scenario:

Scenario #1: Your credit union’s benchmarked score is below the peer median score

The minimum goal recommendation is a 75/25 formula with your credit union’s benchmarked score factored in at 75% and the peer average factored in at 25%. You’ll want to use this goal recommendation if your credit union’s benchmarked score is significantly below the peer median.

The stretch goal recommendation is a 50/50 formula with your credit union’s benchmarked score factored in at 50% and the peer average factored in at 50%. You’ll want to use this goal recommendation if your credit union Promoter score is within 10 points of the peer median or your Member Effort Score is within 10 basis points of the peer median.

The bias in both formulas is to achieve the median peer score before setting more aggressive goals.

Let’s take a look at the effect of this formula based on two different sets of benchmarked scores. In the first scenario below, the credit union is significantly below the peer median for its Consumer Loan Experience both for the Promoter and the Member Effort Score. Even using the 75/25 formula of the minimum goal recommendation, the credit union will have much work to do to meet the goal. In fact, if the credit union may want to lower the minimum goal even further based on factors unique to its credit union. Perhaps inadequate staffing for a large volume of applications has led to slow turnaround times, but the credit union does not have a sufficient labor pool in its market to quickly remedy the situation. The credit union might want to lower the goal until a long-term solution can be found.

Now look at another credit union’s benchmarked scores. Again, the credit union’s benchmarked scores are below the peer median, but this time much less significantly. In this case, the recommended increases are much more modest. That’s because as credit unions approach the peer median score, gains become much more difficult to achieve. Low-hanging fruit has probably already been picked off, and the consumer loan process here is much more solid. Score increases will be modest at this point.

Scenario #2: Your credit union’s benchmarked score is above the peer median score but below the peer high performers score.

The minimum goal recommendation increases your benchmarked score by 2% for the Promoter Score and .4% for the Member Effort Score up to the high performers score.

The stretch goal recommendation increases your benchmarked score by 5% for the Promoter Score and .9% for the Member Effort Score up to the high performers score.

These recommendations may seem fairly conservative, but it is important to remember that once your credit union has reached the peer median score of MemberXP’s credit union users—all of whom are very committed to delivering an exceptional member experience—your credit union is already delivering an above-average experience in the credit union market and quite likely, the retail financial service market overall given that retail bank Promoter and Effort Scores lag credit union scores.

In the example below, the credit union has a New Member Survey Promoter Score of 80.00 and a Member Effort Score of 6.50, placing it between the peer median and peer high performers score for both KPIs. The assumption built into this calculation is that there is no low-hanging fruit available for improving the experience, and that small refinements will be the path to achieving the peer high performers score. Since the Promoter Score is further from the high performers score, a larger increase is recommended than for the Member Effort Score, which is closer to the high performers score. Read on to discover why the minimum and stretch goal recommendation are the same for the Member Effort Score in the example below.

Scenario #3: Your credit union’s benchmarked score is above the peer high performer score.

The minimum goal recommendation and the stretch goal recommendation are equal to the high performers score.

Once your credit union has achieved high performer status, your goal should be to maintain current scores or perhaps even accept a slight decrease in the scores. There are two reasons why. Both the Promoter Score and the Member Effort Score have upper limits that fall below a perfect score. It is impossible to achieve a perfect Promoter Score of 100 or a perfect Member Effort Score of 7.00 when a large number of surveys have been deployed given that surveys are submitted by members based on their perceptions and biases. For example, a few respondents will give a “6” on a 7-point scale even though their experience was good, just because they don’t ever give “perfect” scores. Others may misinterpret a question. The Promoter question, in particular, is susceptible to misinterpretation since it asks if the member would recommend the credit union to others. Some respondents interpret the question quite literally and indicate they would not recommend the credit union because they don’t make recommendations, even though their experience was good. Finally, some respondents may be biased by a perceived negative experience with the credit union long ago.

The second reason to maintain the current score or even accept a slight decrease is that once a score has reached a certain threshold—typically 80 to 90 for the Promoter Score and 6.5 to 6.6 for the Member Effort Score—any additional gains may come at a very high cost. For example, a Promoter Score of 90 indicates that nearly all members are Promoters with very few Passives and even fewer Detractors. The investment it would take to convert those Passives and Detractors to Promoters would be much too high and the efforts much too customized to realize a positive return. Once your credit union has reached the high performers score, the real challenge will be to maintain an already exceptional member experience through constant monitoring, coaching, process improvement, and innovation.

Using the Goal Calculator Worksheet Without Credit Union Benchmarked Scores

Perhaps your credit union is new to member experience measurement or you’ve deployed a new experience survey type and you don’t have benchmarked data. Remember that, in general, you’ll want to have at least 50 and ideally at least 100 surveys to establish a benchmark.

If you’ve downloaded the goal calculator worksheet you’ll find recommendations for initial goals for both the Promoter Score and the Member Effort Score. The calculator in this worksheet sets a range around the peer median score. This calculator is based on the idea that your credit union’s initial goal will be to achieve the peer median score of MemberXP’s credit union users—all of whom are very committed to delivering an exceptional member experience and are performing above the retail financial services market.

Considerations for Refining Your Goals

Small, incremental gains are the norm.

Anyone who has been involved in goal setting knows it’s important to set bold goals; however, with member survey scores, it’s also important to recognize that unless you have obvious gaps that can easily be corrected, the gains will happen slowly. Here’s why.

With member experience research, you’re measuring member sentiment, and sentiment changes slowly based on past positive or negative experiences. Think about your own customer experience. Let’s say you go to a restaurant and the host seats several people who came in later than you did before seating you. Maybe you get so angry that you walk away. Your negative sentiment toward the restaurant is high. However, let’s also say that a friend invites you to the same restaurant so you reluctantly go along. This time there are new staff members and the service is impeccable. Your sentiment may have changed slightly for the better, but if you’re like most people, the jury is still out for you. You’ll reserve your judgment for yet another visit—or maybe several more visits. The same is true for your members. The Promoter Score, for example, is a lagging indicator of improvement and may take a long time to move, usually 18 to 24 months.

That’s why member experience practice focuses on drivers of KPIs, especially in the implementation phase. Again, let’s use the restaurant example. If you receive a survey after your second visit and it asks whether you would recommend the restaurant to others, you may say “not likely” because you’ve only had two experiences—one bad and one good. On the other hand, if the survey also contains a question such as “How would you rate our service today?” you’ll probably be fair and say the service was very good on that day. If the restaurant’s owners are concerned with improving the customer experience, they’ll focus on the drivers first, and wait for the Promoter Score needle to move. MemberXP’s standard survey templates are designed to help credit unions assess both KPIs and drivers. Drivers are also a great way to measure progress toward member journey improvement goals.

Increases become smaller as you reach the median and high performer thresholds.

It’s worth repeating that when you join MemberXP’s group of member experience-focused credit unions, you’re a part of an elite group of credit unions with better-than-average member experiences. Reaching the median score is a laudable achievement, and being among the top 25% of users who make up the high performers category is extraordinary. When you meet or exceed median and then high performers scores, you’re in an elite group of credit unions when it comes to delivering an extraordinary member experience.

Perfection is not the ideal.

It’s also worth repeating that having a perfect score is not the ideal when it comes to member experience. Just like having an extremely low delinquency or charge-off ratio might be an indicator of being too conservative in lending, an extremely high member experience score might mean your credit union is spending too much on member care. As credit unions grow, they can’t afford to adopt time-consuming and resource-intensive methods used by boutique and luxury brands for service delivery. What they can do is deploy technology, streamline processes, and empower employees to make it very easy for members to do business with them. That’s one of the reasons MemberXP recommends using the actionable Member Effort Score alongside the more sentiment-laden Promoter Score. It’s also why we recommend looking at the Member Effort Gap for each experience. Even complex processes like getting a mortgage loan can be great in members’ assessments if you’ve made it easier than they expected. Look for a positive Member Effort Gap score. It means you are exceeding member expectations for ease of use.

Survey research always includes a margin of error.

Consider building in a margin of error range around your goals. Metrics such as number of loans closed in a year or number of new members gained are irrefutable. Survey scores are subject to respondent bias and error, and therefore, must always be considered within a margin of error range.

Credit union leaders might be pleased to see their Promoter Score increase from a 68 to a 71 over a year’s time only to be disappointed when it slips back down to 69 the next year. In reality, the score is holding constant within the margin of error.

You can calculate the margin of error for your benchmarked survey results using this calculator for your credit union’s Promoter Score and this calculator for your credit union’s Member Effort Score. (Links coming.)

Make survey metrics a part of your overall member experience scorecard.

MemberXP has reliable benchmarked data for both the Promoter Score and the Member Effort Score. These are the two most widely accepted cross-industry metrics for measuring the customer experience. Both show a high positive correlation with member wallet share.

However, you may want to consider adding other metrics to your overall member experience scorecard. Here are some important metrics available via MemberXP.

New member Promoter and Member Effort Scores
Problem resolution Promoter and Member Effort Scores
Employee Engagement Score
Individual Performer Score
Young Adult Promoter and Member Effort Scores
Digital channel (mobile, online, and contact center) Promoter and Member Effort Scores

In addition, you may want to add these metrics from your CRM or other systems.

Member wallet share as measured by account per member or accounts per household
Member profitability
Member churn rate and/or member attrition rate
Number of accounts within the first 90 days of membership
Wait times across all delivery channels
Social media reviews

Your unique credit union external environment and resources play a role.

While MemberXP’s peer data, especially when combined with your credit union’s own benchmarked data, can help you set achievable stretch goals, your credit union’s external environment and resources should always be a part of your goal-setting considerations. For example, if your credit union has a below-median score for its mobile experience, but an app upgrade is not in the budget for the next year, it’s unlikely you’ll see any movement in that score. Always consider your credit union’s unique opportunities and challenges to set realistic goals.

March 26, 2019

Here Are CU Member Experience Leaders in 2019

By Constance Anderson | Award winners | No Comments

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an award for the best credit union member experience

MemberXP, a credit union-specific member experience platform, is proud to announce the “Best of the Best” credit unions in member experience for 2019. MemberXP administers both the MemberShoppers and MemberView experience measurement and member journey optimization programs for more than 100 credit unions across North America. Participating credit unions have an average asset size of $700 million, one quarter of them have more than $1 billion in assets.

The awards are independently granted by MemberXP based on the following criteria:

Members submit surveys based on specific interactions they’ve had with the credit union such as opening a new account or closing a loan. The credit union must have achieved a high score on two metrics: the Member Effort Score, which measures each of use, and the Net Promoter Score®*, which measures the likelihood the member would refer the credit union to others.
Members and/or independent evaluators complete detailed mystery shops. The credit union much have achieved high scores in the areas of member advocacy, member appreciation, and member education.

“We recognize the incredible dedication, hard work, and commitment to the credit union mission that achieving this award entails. Delivering a truly exceptional member experience is even more challenging in an era of eCommerce and mCommerce,” said Constance Anderson, president and founder of MemberXP, “Our research shows these top member experience performers also outperform peers in loan and deposit growth as well as return on assets.”

Top performers by category for 2019 include

Overall Member Experience “Best of the Best” Award

121 Financial Credit Union (Jacksonville, FL)

A+ Federal Credit Union (Austin, TX)

Achieve Financial Credit Union (Berlin, CT)

Educational Systems Federal Credit Union (Greenbelt, MD)

GTE Financial Credit Union (Tampa, FL)

Gulf Coast Educators Federal Credit Union (Pasadena, TX)

Healthcare Associates Credit Union (Naperville, IL)

La Capitol Federal Credit Union (Baton Rouge, LA)

Northland Area Federal Credit Union (Oscoda, MI)

Transcend Credit Union (Louisville, KY)

TTCU (Tulsa, OK)

Ventura County Credit Union (Ventura, CA)

Vibe Credit Union (Waterford, MI)

Consumer Lending Experience “Best of the Best” Award

121 Financial Credit Union (Jacksonville, Fl)

4Front Credit Union (Traverse City, MI)

AEA Federal Credit Union (Yuma, AZ)

Allegacy Federal Credit Union (Winston Salem, NC)

Ardent Credit Union (Philadelphia, PA)

Atlanta Postal Credit Union (Atlanta, GA)

Commonwealth Central Credit Union (San Jose, CA)

Connex Credit Union (North Haven, CT)

FedChoice Federal Credit Union (Lanham, MD)

First Heritage Federal Credit Union (Painted Post, NY)

GENCO Federal Credit Union (Waco, TX)

Guadalupe Credit Union (Santa Fe, NM)

Harris County Federal Credit Union (Houston, TX)

IU Credit Union (Bloomington, IN)

Johns Hopkins Federal Credit Union (Baltimore, MD)

La Capitol Federal Credit Union (Baton Rouge, LA)

Marshall Community Credit Union (Marshall, MI)

Neighborhood Credit Union (Dallas, TX)

Nutmeg State Financial Credit Union (Rocky Hill, CT)

Park City Credit Union (Merrill, WI)

Park Side Credit Union (Whitefish, MT)

Police & Fire Federal Credit Union (Philadelphia, PA)

Service 1^st Federal Credit Union (Danville, PA)

Statewide Federal Credit Union (Flowood, MS)

United Bay Community Credit Union (Bay City, MI)

Verve, A Credit Union (Oshkosh, WI)

Visions Federal Credit Union (Endwell, NY)

West Michigan Credit Union (Grand Rapids, MI)

New Member Experience “Best of the Best” Award

Ardent Credit Union (Philadelphia, PA)

Marshall Community Credit Union (Marshall, MI)

Police & Fire Federal Credit Union (Philadelphia, PA)

Transaction Experience “Best of the Best” Award

Ardent Credit Union (Philadelphia, PA)

Catholic and Community Credit Union (Belleville, IL)

Dannemora Federal Credit Union (Plattsburgh, NY)

GENCO Federal Credit Union (Waco, TX)

Generations Community Federal Credit Union (San Antonio, TX)

Harris County Federal Credit Union (Houston, TX)

IU Credit Union (Bloomington, IN)

Johns Hopkins Federal Credit Union (Baltimore, MD)

La Capitol Federal Credit Union (Baton Rouge, LA)

Park City Credit Union (Merrill, WI)

Police & Fire Federal Credit Union (Philadelphia, PA)

Service 1^st Federal Credit Union (Danville, PA)

Tower Federal Credit Union (Laurel, MD)

United Bay Community Credit Union (Bay City, MI)

Visions Federal Credit Union (Endwell, NY)

Washington Gas & Light Federal Credit Union (Springfield, VA)

West Michigan Credit Union (Grand Rapids, MI)

New Account Opening Experience “Best of the Best” Award

Catholic and Community Credit Union (Belleville, IL)

First Heritage Federal Credit Union (Painted Post, NY)

Randolph Brooks Federal Credit Union (Live Oak, TX)

Service 1^st Federal Credit Union (Danville, PA)

Mortgage Experience “Best of the Best” Award

Police & Fire Federal Credit Union (Philadelphia, PA)

Congratulations to these credit unions and thank you for showing consumers the real credit union difference!

January 29, 2019

MemberView Survey Scale Order (left to right)

By Constance Anderson | | No Comments

Question Response Scales: Left to Right or Right to Left?

The standard survey templates in MemberView place negative responses to the left and positive responses to the right. Why do we do it that way? Research shows that respondents tend to favor the left side of a response scale.

For the following two questions, more respondents are likely to agree with the first statement than the second statement.

versus

The only difference is the order in which the response options are presented (agree or disagree first). Since we code the values from 1 to 5 for the first scale and 5 to 1 on the second scale you may have a very slightly higher average score on the second response option.

How Large is the Left-Side Bias?

It’s important to keep in mind that this and many other effects you get from changing wording, question direction, labeling and the number of scale steps is small. For example, a typical difference is something like .2-.3 of a point difference (on a 5-point scale).

You won’t start seeing these differences until your sample size exceeds 100 or so. As with most effects on response scales, the bias appears to occur more when the item being rated is phrased positively. Research suggests the bias is more extreme when the subject of the question is highly emotional or politically loaded.

Why the Bias?

Research suggests that it is something about both the participants and the items that cause the left-side bias. It is hypothesized that it has to do with participant motivation, reading habits, and education level in conjunction with a primacy effect.

Key Take-Aways:

Putting the favorable response on the left-side will inflate the response a bit.
If you are comparing the responses to past or future responses, don’t worry—whatever bias exists in the responses it will occur in both surveys. Comparisons are always more meaningful than stand alone results.
You’ll get the most accurate comparison to MemberXP’s industry scores if you use our standard left to right scale.
One is not necessarily right or wrong—if you have an existing scale stick with it.

March 18, 2018

Sending Surveys Via Text Message (SMS)

By Constance Anderson | | No Comments

Sending Surveys Via Text Message (SMS)

There are two ways to think about SMS surveys. One way to deploy them is to “push” the survey or survey link out to members. The other is to “pull” respondents from a promotion. Here we’ll discuss the pros, cons, and considerations for each method.

Push Surveys

The question we get asked most often at MemberXP® is whether a credit union can “push” the link to a survey out to members via a text message or even embed a survey into the texting app. Because MemberXP® is omnichannel, we can help your credit union push survey links to members or embed survey questions into the text app.

Getting Ready to Deploy Push SMS Surveys

In order to push surveys out to members via their mobile phone numbers, it’s important to examine the legal and practical ramifications. Your credit union will need to have two processes in place to push surveys:

The ability to identify which member phone numbers are mobile numbers.
Permission from members to text a survey to them.

Getting members’ permission to text messages to them. Although there is no definitive case law about texting surveys, we recommend credit unions proceed with caution by getting members’ permission to send them surveys via SMS. Even if you have members’ permission to send account alerts, you should get specific permission for surveys and, of course, marketing messages. A highly-publicized lawsuit against Papa John’s established that just because consumers sign up for text alerts–in this case pizza delivery alerts—it doesn’t give the company the right to push other types of messages to them.

Of course even if you have members’ permissions to text surveys to them, you’ll want to give them a way to opt-out. MemberXP® will include this with every push SMS survey as shown here.

A good way to begin with push SMS surveys is to gather mobile numbers and text survey permissions for all new members and text your MemberView new member survey. Here’s a sample new member message:

In-App or Web Link

Another consideration is whether to put your survey questions within a series of text messages or to simply text a link to your online survey. Here are some pros and cons of each:

	Pros	Cons
In-App	A member does not need a smartphone to take the survey. Response rate is likely to be higher.	The survey will need to be very short—3 questions or less. You’ll get very little, if any, comments.
Web Link	The survey can be longer; you can use the same survey you send by email. You’ll get more actionable data and comments.	A member needs a smartphone to take the survey. Response rate is likely to be lower.

Pull Surveys

Another way to get started with SMS surveys is to build your mobile phone and survey list through a “pull” method, i.e., invite members to take your survey via a short code and a keyword. For example, you can invite members to text a short code such as 123456 and enter the word “Survey.” The member then gets a link to your online survey or a series of 1 to 3 short questions.

The advantage of this type of SMS survey is that it’s easier to launch. There’s no need to get members’ mobile phone numbers, and if you present it in a straightforward way, there’s no confusion as to whether the member has opted-in to take a survey. Moreover, you’ll be building a mobile number list for future surveys.

The disadvantage of this type of survey is that you are likely to get a low response rate unless you publicize it in your branches, on transaction receipts, and in your other communications with members. In addition, you’ll probably need to offer a prize or drawing to get members to participate.

Another disadvantage is that this type of survey is more of an automated comment card than an email, phone, or snail mail survey. You’re most likely to get responses from those who had a problem (Not that that’s a bad thing!). That’s why we recommend offering an incentive to broaden the pool of those taking the survey. You’ll also miss out on the opportunity to embed variables such as member age, etc., into the survey like you’d have with an email or push SMS survey.

MemberView Testimonial Permissions

By Constance Anderson | | No Comments

MemberView Testimonial Permissions

According to Nielsen, 70% of consumers trust online recommendations from other consumers. That’s why so many credit unions are using member testimonials on their websites, social media, and printed marketing collateral. In the past, getting member testimonials was a time-consuming task for marketers. MemberView changes all that.

With MemberView’s automated testimonial permission function, you can easily gather, track, and deploy testimonials from your raving fans.

Here’s how it works.

When a member gives you a positive score on their overall experience or other parameter of your choosing, the member gets an opportunity to provide permission for your credit union to use their comments as a testimonial. Many credit unions only give the testimonial option on their surveys to Promoters.

Here’s an example:

We’ll notify you via an email alert anytime a member gives permission to use a testimonial.

In addition, you can track all posts via the Testimonial Permissions Report in the MemberView reporting platform.

Let us know if you’d like help crafting your custom MemberView testimonial permissions option. There’s no charge for the consultation, and we’re happy to help!

August 7, 2017

Testimonial Permissions Report

By Constance Anderson | | No Comments

Testimonial Permissions Tracking in MemberView

If you have chosen to include a testimonial solicitation option at the end of your MemberView surveys, you can track activity via MemberView’s testimonial permissions report. You can learn how to access the report here.

A Tour of the Testimonial Permissions Report

The Testimonial Permissions Tab on the MemberView Saves, Opportunities, Social Media report provides a robust tracking system for member testimonials.

Select the Testimonial Tab to view a list of testimonial permissions.
The gauges at the top of the report show you the number of testimonials you have available for use as well as the number you’re using and have retired.
You can filter the report by share status.
Survey Number. Click on this link to view the entire survey.
Date of Survey. This is the date the member completed the survey, not the date the member interaction took place. To find out the date of the interaction, click on the survey number in the first column and look at the survey header.
Member Name.
Member Email.
This shows the type of member experience survey that the member received.
Promoter Designation. This column shows Promoters (those who give a score of 9 or 10 out of 10), Passives (those who give a score of 7 or 8 out of 10), or Detractors (Those who give a score of 0 through 6 out of 10). Many credit unions only give the testimonial option on their surveys to Promoters.
Permission to Use Name. Some credit unions give members the option to share a testimonial with or without their name. This column indicates whether the member has given permission to use his/her name.
This shows whether a testimonial is “Unused,” “Shared,” or “Retired.” You can change the status of a testimonial by clicking “Change Status” in this column.
Date Shared. When you move a testimonial from “Unused” to “Shared” in the Status column, this column populates with the share date.
A pencil icon appears in this column is a user has left a note about the testimonial such as a follow-up or comment on the testimonial. To view the complete survey and the notes or to add a note, click on the survey number in the first column.

August 4, 2017

Social Media Report

By Constance Anderson | | No Comments

Social Media Push Tracking in MemberView

If you have chosen to include a social media push option at the end of your MemberView surveys, you can track activity via MemberView’s social media report. You can learn how to access the Social Media report here.

A Tour of the Social Media Report

The Social Tab on the MemberView Saves, Opportunities, Social report provides a robust tracking system for social media shares.

Select the Social Media Tab to view a list of social shares.
The gauges at the top of the screen show you the number of shares for the time period you’ve selected and the median Promoter score of all sharers.
A chart shows you the number of shares by social platform.
You can filter the report by
1. Social Platform
2. Promoter Status—Promoter, Passive or Detractor
3. Coaches (Users with Executive level access will see all coaches. Users with Coach level access will only see members assigned to them.)
Survey Number. Click on this link to view the entire survey.
Date of Survey. This is the date the member completed the survey, not the date the member interaction took place. To find out the date of the interaction, click on the survey number in the first column and look at the survey header.
Member Name.
Member Email.
This shows the type of member experience survey that the member received.
Coach and Branch or Department. This column indicates where the member interaction occurred. Coaches will see all interactions that occurred in their branch or department.
Promoter Designation. This column shows Promoters (those who give a score of 9 or 10 out of 10), Passives (those who give a score of 7 or 8 out of 10), or Detractors (Those who give a score of 0 through 6 out of 10). Many credit unions only give the social sharing option on their surveys to Promoters.
Social Platform. This column shows the social platform the member used for sharing.
A pencil icon appears in this column is a user has left a note about the share such as a follow-up or comment on the share. To view the complete survey and the notes or to add a note, click on the survey number in the first column.

August 2, 2017

MemberView Saves Report Criteria

By Constance Anderson | | No Comments

MemberView Saves Report Criteria

The Criteria

The following parameters determine whether a survey appears on the Saves report in MemberView:

A Promoter score below a “9.”
A Member Effort score below a “6.”
A Satisfaction score below a “4.”
A member requests a follow-up.

Why Those Threshholds?

Our users often ask why we use those specific criteria. We’ve chosen them based on these 4 factors:

There was a consensus of our users based on how they wanted to receive their alerts. Most of our users are looking for top-two-box scores on experiences which is a good indicator that the member has had a good or great experience.
Our research with the Filene Research Institute into Member Effort shows that anytime a member gives a score of 1 through 5 on member effort, they’ve probably experienced some difficulty in the process. Those who leave a score of 5 or below on that question tend to give negative rather than positive open-ended feedback when they do leave comments.
We also know from secondary research that if a member gives a “3” out of 5 on a survey they’ve had an undifferentiated experience at best and are at risk for attrition. Again, members who leave a comment with a score of 3 tend to leave a more negative rather than a more positive comment.
We wanted to create consistency for the Member Effort Score and the Satisfaction Score with the Net Promoter framework which dictates that anyone not giving the highest two scores appear on within the closed loop process.

August 1, 2017

MemberView Key Performance Indicators

By Constance Anderson | | No Comments

MemberView Key Performance Indicators

Watch the Video: MemberView Key Performance Indicators

Learn about the best uses of member satisfaction scores, promoter scores, member effort scores, and individual performer scores. Length: 20 minutes

Your MemberView Voice of Member reports include important key member experience performance indicators. It’s important for all stakeholders involved in the member experience–from the Board of Directors to credit union team members–to understand the signficance and use of each of the measures discussed here.

A credit union should expect its key performance indicator scores will be higher for specific experiences since the survey respondents are those who are actively using the credit union. A member relationship survey, on the other hand, may include responses from members who use the credit union infrequently. Some other factors that can affect scores include whether indirect borrowers are included and whether those who have been denied loans are included.

Overall Experience (Member Satisfaction)

What it means…

The overall experience score reflects any satisfaction questions you are asking members. A common satisfaction question might look like this:

How would you rate your overall experience in obtaining your loan?

These types of questions measure the basics. They reflect core competence in retail financial service delivery. Most respondents will give a score of 4 or 5 (on a scale of 1 to 5 with 5 being best) unless something went wrong during their experience.

How to use it…

While the overall experience score is shown in the MemberView dashboard and scorecard, it’s not strongly correlated with member loyalty so it has little predictive value. On the other hand, it can be an indicator of member experiences that are broken. If the overall experience score for a particular experience is below a 4.0, there is probably an issue with that member journey.

Unless a credit union is experiencing a great deal of attrition and member dissatisfaction, we don’t recommend using this score for measuring the credit union’s overall member experience at a high level. The bar is simply too low for this measure to make it helpful for any credit union that is serious about beating the competition by creating an extraordinary member experience.

Promoter Score

What it means…

Every MemberView survey includes a Promoter score based on the Net Promoter Score® developed in 2003 by Fred Reichfield of Bain & Company. Reichfeld’s article, “The One Number You Need to Grow,” published in the Harvard Business Review, described how the score was positively correlated to customer loyalty.

The score is based on the simple question: “How likely is it that you would recommend our company/product/service to a friend or colleague?”

The scoring for the question is based on a 0 to 10 scale.

Promoters are those who respond with a score of 9 or 10 and are considered loyal enthusiasts. Detractors are those who respond with a score of 0 to 6 – unhappy customers. Scores of 7 and 8 are passives, and they will only count towards the total number of respondents, but not directly affect the formula. NPS® is calculated by subtracting the percentage of customers who are Detractors from the percentage of customers who are Promoters.

The Promoter score can be as low as −100 (everybody is a detractor) or as high as +100 (everybody is a promoter). A Promoter score that is positive (i.e., higher than zero) is felt to be good.

MemberView also includes an open-ended follow-up question to help credit unions discover why members are promoters, passives, or detractors. This open-ended question is critical to helping the credit union understand the reasons behind the score itself and helps make the score actionable.

How to use it…

The Promoter score is primarily a measure of brand loyalty. Members who recommend the credit union to others are taking the risk that the credit union will perform as well for their friends and colleagues as they do for themselves. The score reflects the member’s emotional attachment to the brand often based on an experience that goes beyond core competence in retail financial service delivery. The Promoter score is much more highly correlated to member loyalty and repurchase than the overall satisfaction score.

However, the Net Promoter Score® is not without its drawbacks. Some critics have pointed out that some very large companies have relatively low Net Promoter Scores® while some “Mom and Pop” stores have very high Net Promoter Scores®. In our experience, members give their credit unions a fairly high Net Promoter Score®, especially compared to banks because they feel a sense of ownership and a sense of being respected and valued. However, those good feelings don’t always translate into expanded account relationships if the credit union doesn’t offer competitive pricing or convenience. That is why we recommend using the score as part of a balanced scorecard rather than a stand alone measure. Since credit unions are member-owned, the Promoter score is a good reflection of how well the credit union is serving its members by creating a unique and desirable member brand experience.

We don’t think the Promoter score is the best measure of team and individual performance since it tends to be more reflective of the member’s feeling about the brand overall than about an individual performer or isolated transaction.

For a member relationship survey, credit unions should set a goal of +60.00 or better. High performing credit unions achieve a Promoter score of +65.00 to +70.00. For specific experience surveys, the goal should be +80.00. High performing credit unions generally achieve scores of +80.00 or better across delivery channels for specific experiences such as account opening, basic transacting, and lending. These scores reflect suppression of indirect borrowers from member relationship survey invitations and suppression of denied loans from a lending survey invitation.

Member Effort Score

What it means…

Every MemberView survey includes a Member Effort score based on groundbreaking research from the Customer Contact Council. Their July 2010 article in the Harvard Business Review, “Stop Trying to Delight Your Customers,” showed that ease of doing business trumps customer service as a predictor of customer loyalty.

The researchers asked this single question: “How much effort did you personally have to put forth to handle your request?” of 75,000 B2C and B2B customers over a 3-year period. They found a high correlation between low customer effort and loyalty. Of those who expended low effort, 94% expressed an intention to repurchase, 88% said they would increase spending with the company, and only 1% said they would speak negatively about the company. Conversely, 81% of customers who put forth high effort indicated they would spread negative word-of-mouth about the company.

The MemberView Member Effort score is derived from a single question:

“How easy did we make it for you to (complete your transaction, obtain your loan, open your account, etc.?)”

The scoring for the question is based on a 1 to 7 scale based on cross-industry standards. Members who give a score of 5 or less on the question are presented with a follow-up question asking what the credit union could have done to make the process easier.

How to use it…

The Member Effort score has two uses. The first is to determine if specific member journeys are easy or difficult. In general, a score below 6.0 indicates that there is room for improvement for a particular member experience. Relatively seamless experiences score a 6.5 or better.

The second use of the Member Effort score is in its predictive value for increased member walletshare. The score represents how well the credit union is positioned to compete in an era of e-commerce and m-commerce. That is why we advise credit unions to include it in a balanced scorecard of member experience metrics.

The Member Effort score is less effective as a measure of team and individual performance. While individual performers can reduce member effort, they typically cannot do it while working within cumbersome processes.

Member Effort Gap

What it means…

MemberView goes beyond simple member effort scoring, by tracking member expectations for ease of use alongside member actual evaluations of a credit union’s ease of use. The member effort gap is the difference between a member’s expectation for ease of an experience and perception of the actual ease of an experience.

How to use it…

A credit union can assess how the extent to which it exceeds member expectations by looking for a Member Effort gap score in the positive range. A score of +1.0 or better means a credit union is signficantly exceeding member expectations for ease of use.

Individual Performer Score

What it means…

The Individual Performer Score in MemberView is the average of all questions that gauge individual team member behaviors. It does not include the Promoter question, the Member Effort question, the Overall Satisfaction question or any question that asks about a process. It is a true reflection of an individual’s performance based on factors that he or she can control. It ranges from 1.0 to 5.0 with 5.0 being the best.

How to use it…

We recommend using this score for evaluating and rewarding teams and individuals. It is the most accurate reflection of an individual’s performance. Because each credit union can customize the questions that gauge individual performance, there is not standard benchmark. Credit unions that ask sales questions generally have lower individual performer scores than those who do not. We’re happy to consult with you to set goals based on your own questions and benchmarked data.

Total Experience Score

What it means…

The total experience score is simply an average of the scores for all questions (except the Promoter and Member Effort questions). The score ranges from is 1.0 to 5.0 with 5.0 being the best.

How to use it…

Because each credit union can customize survey questions, there is not standard benchmark. Credit unions that ask sales questions generally have lower total experience scores than those that do not. We’re happy to consult with you to set goals based on your own questions and benchmarked data.

*Net Promoter, Net Promoter Score, and NPS are trademarks of Satmetrix, Bain & Company, and Fred Reichfield.

May 2, 2017

Hughes FCU Leads Nation in Market Growth

By Constance Anderson | Uncategorized | No Comments

Congratulations to Hughes Federal Credit Union in Tucson, AZ for its recognition as one of the nation’s top five credit unions in market growth according to S & P Global Market Intelligence. The credit union has deployed both MemberShoppers and MemberView omnichannel voice of member and is consistently among the top-ranked MemberXP users.

Focusing on creating a brand-defining member experience translates into strong member relationships and robust growth for the credit union. Some naysayers contend that focusing on the customer experience is expensive and yields little ROI, but for Hughes and other top-performing credit unions the correlation between member experience metrics and growth metrics is clear.

MemberXP is honored to partner with Hughes FCU to provide the member journey data points, coaching tools, and analytics that the credit union uses to help craft an exceptional member experience.

All posts by Constance Anderson

Setting Member Experience Goals

Your Custom MX Goals on the MemberXP Dashboard

Setting Custom KPI Goals Using Peer Data

Using the Goal Calculator Worksheet with Your Credit Union’s Benchmarked Scores

Scenario #1: Your credit union’s benchmarked score is below the peer median score

Scenario #2: Your credit union’s benchmarked score is above the peer median score but below the peer high performers score.

Scenario #3: Your credit union’s benchmarked score is above the peer high performer score.

Using the Goal Calculator Worksheet Without Credit Union Benchmarked Scores

Considerations for Refining Your Goals

Small, incremental gains are the norm.

Increases become smaller as you reach the median and high performer thresholds.

Perfection is not the ideal.

Survey research always includes a margin of error.

Make survey metrics a part of your overall member experience scorecard.

Your unique credit union external environment and resources play a role.

Question Response Scales: Left to Right or Right to Left?

Sending Surveys Via Text Message (SMS)

Push Surveys

Getting Ready to Deploy Push SMS Surveys

In-App or Web Link

Pull Surveys

We’re Here to Help

MemberView Testimonial Permissions

Testimonial Permissions Tracking in MemberView

A Tour of the Testimonial Permissions Report

Social Media Push Tracking in MemberView

A Tour of the Social Media Report

MemberView Saves Report Criteria

The Criteria

Why Those Threshholds?

MemberView Key Performance Indicators

Watch the Video: MemberView Key Performance Indicators

Overall Experience (Member Satisfaction)

What it means…

How to use it…

Promoter Score

What it means…

How to use it…

Member Effort Score

What it means…

How to use it…

Member Effort Gap

What it means…

How to use it…

Individual Performer Score

What it means…

How to use it…

Total Experience Score

What it means…

How to use it…

*Net Promoter, Net Promoter Score, and NPS are trademarks of Satmetrix, Bain & Company, and Fred Reichfield.