Transforming the Member Experience From Villain to Hero · NPS CSAT CES Relationship Transactional...
Transcript of Transforming the Member Experience From Villain to Hero · NPS CSAT CES Relationship Transactional...
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Transforming the Member ExperienceFrom Villain to Hero
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Member Loyalty Group
S250B
19M
5.0M
Under $500 Million
$500 Million - $1 Billion
$1 Billion -$2 Billion
Over $2 Billion
140+ CUs
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Feedback is a gift
“Your most unhappy customers are your greatest source of learning.” -Bill Gates
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Listening Posts
It’s not about collecting statistical data on your customers, but rather discovering their needs, wants, and expectations
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Measures
The right tool for the job
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Member Feedback & Service Strategy
NPS
CSAT
CES
Relationship Transactional
Wallet Allocation
RuleMember Retention
First Contact
Resolution
Customer Lifetime
Value
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Root CauseAnalysis
Asking the 5“Whys?”
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OCU Compared to Benchmark3rd Quarter
85
80 ---- - - - - -
70 -
65 - - -
Branch Call Center New Member New Product Remote
75
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9.45
9.29
9.05
9.04
8.91
8.33
Trustworthy & Private Transaction
Rep Personally Engaged
Accessibility of Branch Network
Inquiry/Problem Resolved
Rep Made Me Feel Valued
Prompt Service
Branch Experience Driver Average
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OCU Prompt Service Scores by Branch
Prompt Service
Branch N 6.95Branch H 7Branch J 7.71Branch K 8.21Branch O 8.53Branch L 8.71Branch A 8.91Branch B 9Branch I 9Branch E 9.05Branch G 9.13Branch F 9.14Branch D 9.88Branch C 10Branch M 10
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OCU Prompt Service CommentsLikelihood to Recommend Improvement Comment NPS Comment
10-Extremely likely More tellers!!! Sometimes the lineis over 20 people long. Yet thereare people sitting behind deskswhen there are no members thatneed their help! This is the onlyreason I've ever known that amember has left the Credit Union.
The people who work there. I've never had a badteller.
10-Extremely likely a few more tellers on the first of themonth would be great
I like the service except on the first of the month
5-Neutral Less wait time at peak hours. example friday afternoons but in general as well
I dont think it pays very good interest and it isntnationwide and the wait times are kind of long
10-Extremely likely More tellers when the line gets long.
Service, location, on-line service, local. Have a strong dislike for BofA, Chase and Well's Fargo.
10-Extremely likely nothing..you guys are doing a greatjob...maybe just one more teller inthe branch
great service and trustworthiness
9 I've usually had a positive experience at OCU. Sometimes, however, the lines to handle a transaction are very long and the wait is tedious. Especially when I seeother OCU employees walkingaround when they could be servingcustomers.
Keep an eye on how long the lines get and add personnel when necessary.
10-Extremely likely THEY HAVE ALWAYS BEEN HELPFUL FOR ME
NOT SUCH A LONG LINE IN THE OFFICE
6 the length of the line at branch is ajoke
When there is a line out the door and 2 tellers areopen some of the employees that are sitting atthere desks with no customers, should get up andhelp. customer service is IMPORTANT. TIME IS$$$$$$$$$$
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OCU Branch Experience Agreement
by Last 4 Quarters
Last 4 Quarters
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It is not about the score…
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what matters is action!
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Lorraine StewartAugust 12, 2019
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BECU Mortgage NPS Recovery Actions
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“I’ve learned that people will forget what you said. People will forget what you did, but people will never
forget how you made them feel.”~ Maya Angelou
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Reorganization
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Consolidated all mortgage originations into the Mortgage group
Created a Director of Sales role
Shifted roles and responsibilities in Fulfillment and Underwriting
Created an Operational Support group
Recruited seasoned mortgage professionals into key management roles
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Policies and Procedures
19
Updated with current/correct info –eliminated “folklore”
Documented roles and responsibilities
Established consistencies between processing teams
Implemented “Fixing what bugs me”
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Training
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NEMO (New Employee Mortgage Orientation)
Boot camps for new loan officers and loan processors
Internal and external training delivery on customer service, managing conflict, and written communication
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Document Handling
21
Fixed a fax cover sheet issue
Migrated from faxing to scanning
Implemented a standard naming convention for all document types
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Communication
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Established communication routines
Communication based on member preference
Introduced scripts for difficult conversations
Shifted responsibilities of certain communications to the best suited roles
“How are we doing?” campaign
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Goals
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Assigned Mortgage NPS as an incentive goal for everyone in the Mortgage group
Added individual NPS to loan officer incentive plans
Placed special focus on Purchase NPS
Set challenging, but attainable goals for improvement – incremental increases each year
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Purpose Statement
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Created by our employees
Embedded into the culture
“Shout out” section on the intranet
Purpose statement SWAG
Prominently displayed on office walls and on the intranet
Employee buy-in reconfirmed two years after roll out
“Building a path to lasting home ownership with innovative mortgage solutions, trusted
partnerships, and integrity.”
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Reporting
25
Leaders review results daily
Individual loan officer and loan processor performance
Sales channels and sales teams
Purchase vs. refinance
Read all comments, regardless of score
Follow ups assigned and monitored
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Overall NPS
26
81%
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Purchase NPS
27
181%
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“I’ve learned that people will forget what you said. People will forget what you did, but people will never
forget how you made them feel.”~ Maya Angelou
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30
Thank you.