MAX invites members who bank online to share feedback. Their answers join its established Voice of Member program, which reviews results monthly and brings them together quarterly.
Members get a request after they visit a branch or call, while the experience is fresh. But plenty of members rarely do either. “They don’t have to come in or call us,” Meaghan says. MAX wanted to ask them too, to get “a well-rounded picture of our member experience.”
So MAX asks where those members already are. They’re in online banking “at least once a month,” Meaghan says, and “many of them are in there multiple times a week or day.”
Make it easy for members to share their feedback.
MAX didn’t want to ask everyone at once. “We were very intentional about how we segmented our members out,” Meaghan says.
“With our survey, we broke members into six different segments so that we could deploy a smaller grouping each month and then rotate that out every six months.”
The team also didn’t want any month’s invitations to land on members who were all of a similar age or tenure, or tied to one branch.
“One of the cool things with Pulsate is that it helped us make sure that our segmentation was distributed evenly,” Meaghan says.
A Pulsate Feed Post in online banking and the app asks members to take three minutes to tell MAX about their experience. A Share Feedback button opens a short survey.
Some responses point to a member who needs a hand. Meaghan describes members who weren’t sure how to complete a process online, or weren’t confident about how a transaction was going through.
In those cases, “we were able to identify that member and follow up with them and help alleviate any kind of concerns or issues that they were having.”
She says to help members “feel like their voice is heard,” and “generate insights that are actionable for your credit union to make changes that are going to enhance the member experience and make it better for them.”
MAX Credit Union is a regional credit union serving Central and East Alabama. It offers deposits and loans, mortgages, insurance and wealth management.
$1.7M auto loans in six weeks
$6.8M+ auto loans in 90 days
+28% eStatement enrollments in 30 days, year over year
