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What kind of MemberView KPI Score Increases to Expect in the First 24 Months of Using MemberView
Many factors influence how your credit union’s MemberView scores increase and decrease over time. Those factors include:
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- The starting score. Credit unions with higher starting scores may see less of a percentage increase than those who have a long way to go.
- Changing questions that comprise the Total Experience Score. Some credit unions actually see a decrease at 6 to 12 months because they raise the bar by asking more challenging experience questions.
- Making changes or improvements to processes such as adding interactive teller machines to a branch. Sometimes even good changes can cause a temporary drop in scores as members adjust to the new way of doing things. For example, a new mobile banking app can add functionality for members, but there may be an initial drop in the score for that experience as members get used to the new interface.
- Adding or deleting experiences measured. For example, adding a mortgage survey might bring overall scores down while adding a consumer loan survey might bring overall scores up.
- Major changes in personnel or a merger with another credit union. Let’s face it. Mergers are complicated, and the members of the merged credit union may need to adjust to new platforms and new procedures. Expect a temporary score dip after a merger.
- Major changes in loan approval criteria. Tightening lending criteria will typically precipitate a score decrease. Those who have been denied a loan will use your listening posts to voice their disappointment.
So, in view of all that, what can a new MemberView credit union user expect to see after the first two years? The chart below shows median score increases for credit unions at 12, 18, and 24 months. As you can see, the biggest increases come after 24 months, once credit unions are able to coach to improvement, create accountability around scores, and improve processes or technologies that affect member journeys.
Because of the promoter score calculation, the range of scores is wider (-100.00 to +100.00) so you can expect to see the biggest increase there as you make improvements to the member experience.
Average Increase/Decrease
| 12 months | 18 months | 24 months | |
| Total Experience | 1.40% | 1.61% | 2.68% |
| Promoter | 4.07% | 8.67% | 16.11% |
| Member Effort | 1.38% | 2.73% | 4.88% |
| Individual Score | 1.69% | 1.84% | 2.12% |
