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ASSESS YOUR MEMBER EXPERIENCE FUNCTION AND TEAM


ASSESS YOUR MEMBER EXPERIENCE FUNCTION AND TEAM

May 21, 2024
Charlene Foley
Member experience

Not all Member Experience (MX) Teams are alike. The best thing you can do is
ensure yours doesn’t get shaped and matured haphazardly. I have built Member
Experience functions and teams from scratch and look forward to working with
your credit union should you need help assessing and refining yours.

Three main factors influence the MX team’s key functions for the organization:

 

 1. Executive support and sponsor

Executive championing is a strong indicator of gaining buy in to continue to
mature MX for your organization. Consider these questions:

 * Is MX a top-down mandate from the CEO?
 * Is there an executive whose title and/or accountability represents MX but
   still must get peers on board?
 * Is MX a siloed effort that doesn’t get much visibility?

 

 2. Actionable data and insights

Your Voice of Member data and insights are a critical asset for your credit
union. How that data is being put to use is a telling sign of maturity within an
organization. Consider these questions:

 * Are you producing reports for your Exec team and Board on a regular basis?
 * Are you using insights to influence change? (ex. product development,
   trainings and/or processes)
 * Does your credit union use MX metric(s) as part of the company’s performance
   goals? (ex. Overall Satisfaction)

 

 3. Intentional and formal processes

Even if there is one centralized team (and quite okay if that is a “team” of
one!), what the organization learns from their members should find its way out
and into the business. Consider these questions:

 * When insights are passed to responsible business owners, are they held
   accountable for removing member friction?
 * Does your CU have a process to reach out to members who have provided
   negative feedback? (Also called “closed loop.”)
 * Is there a culture to own and fix member friction so that all employees have
   an edict to play a role in MX?

 

Pro Tip: Assessments provide a great lens for an organization to learn the MX
functions that need to grow or be added. This doesn’t always have to be new FTEs
and can be resources that already exist in your organization. The key is getting
creative and collaborative as functions are determined.

Please reach out if you need assistance with your Member Experience assessment.

credit union member experience, credit union survey strategy



Charlene Foleyhttps://seemecx.com
Charlene Foley is a Certified Customer Experience Professional (CCXP) and uses
her knowledge and past leadership in Member Experience as the framework for
sharing her ideas and best practices.

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