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Streamlining Member Feedback to Improve Service Experiences

Learn how ALLEGACY is streamlining member feedback to enhance their service experiences. Discover the challenges they face, their strategies, tactics, and results, and how they use qualitative and quantitative measurements to measure their success.

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Streamlining Member Feedback to Improve Service Experiences

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  1. Streamlining Member Feedback to Improve Service Experiences

  2. About ALLEGACY Founded in Winston-Salem, North Carolina in 1967 Over $1 billion in assets Nearly 100,000 members located throughout the world Serve the employees, retirees, and families of over 600 companies across the country 14 locations plus 7 Student Run Credit Unions Business services and Investment Group

  3. The Challenge 1 in 5 U.S. consumers say bad experiences lead them to switch brands (Satmetrix Net Promoter study, 2011) 86% of consumers will pay more for a better customer experience (Right Now Customer Experience Impact Report, 2011) 89% of consumers began doing business with a competitor following a poor customer experience (Right Now Customer Experience Impact Report, 2011) 86% of companies say customer experience is a top strategy (Forrester Research 2011)

  4. Mapping the Member Experience THE SYNERGY WHEEL™

  5. “JOURNEY MAPPING” (Customer Think) • Purpose of the Customer Journey Map: • Create a log of the customer journey as it is • Serve as a communication and decision making tool • Compilation of the relevant aspects of the customer experience you are providing • Capture end-to-end experiences • Through the customers’ lens • Remember the emotional and subconscious experience

  6. PROCESSES • Strategy: • Gather input and identifying efficiencies throughout the enterprise • Tactics & Results: • Improving external processes • Role of greeter • “Look” of Financial Center • Improving internal processes • Internal communication • Member Experience component to Project Management

  7. OUTSTANDING MEMBER SERVICE ‘SPOKE’ • Talking with our members • Formal complaint and compliment process • Member surveys • Expanding role of social media

  8. PROCEDURES • Strategy: Align procedures with member experience • Tactics & Results: • Evaluating policies and procedures to ensure they align with empowerment efforts • Enhancing the usability of loan policies • Including the ‘voice of the member’ in procedure reviews and implementation

  9. QUALITATIVE MEASUREMENTS To: Kohlrus, AshleySubject: Donation Response Ashley, First of all, thank you for your generosity. Second, I would like the donation that you mentioned in your letter to go toward "Homes for our Troops." What they do is wonderful for these service members returning home. Please make sure you extend my gratitude to Mr. Keener for making a not-so-great experience much better. Should you have any questions or require any additional information, please feel free to call me; perhaps a focus group could be in my future after all...  Again, thanks everything,

  10. QUANTITATIVE MEASUREMENTS

  11. THANK YOU!

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