Hughes FCU Leads Nation in Market Growth

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Hughes Logo Market Growth Leader

Congratulations to Hughes Federal Credit Union in Tucson, AZ for its recognition as one of the nation’s top five credit unions in market growth according to S & P Global Market Intelligence. The credit union has deployed both MemberShoppers and MemberView omnichannel voice of member and is consistently among the top-ranked MemberXP users.

Focusing on creating a brand-defining member experience translates into strong member relationships and robust growth for the credit union. Some naysayers contend that focusing on the customer experience is expensive and yields little ROI, but for Hughes and other top-performing credit unions the correlation between member experience metrics and growth metrics is clear.

MemberXP is honored to partner with Hughes FCU to provide the member journey data points, coaching tools, and analytics that the credit union uses to help craft an exceptional member experience.

Looking for an Easy Borrowing Experience? These CUs Lead the Class

By | Award winners, Ease of Use, Member Effort, MXEasy | No Comments

Best of the Best Ribbon

It’s official.  Eleven credit unions have achieved MemberView’s Best of the Best Consumer Loan designation for 2016.  These credit unions use the MemberView Omnichannel Voice of Member program to collect member feedback at various touchpoints.  To qualify for the designation, a credit union must have attained a minimum score of 6.5 out of 7 for member Ease of Use and a Net Promoter Score®* of 80 or better from members who borrowed from the credit union in 2016.  (*Net Promoter Score is a trademark of Satmetrix, Bain & Company, and Fred Reichfield.) 

Members of these credit unions can expect a painless experience when applying for a consumer loan:

  • 121 Financial Credit Union (Jacksonville, FL)
  • A+ Federal Credit Union (Austin, TX)
  • Ardent Credit Union (Philadelphia, PA)
  • Atlanta Postal Credit Union (Atlanta, GA)
  • First Commonwealth Federal Credit Union (Bethlehem, PA)
  • Guadalupe Credit Union (Santa Fe, NM)
  • IH Mississippi Valley Credit Union (Moline, IL)
  • La Capitol Federal Credit Union (Baton Rouge, LA)
  • Park City Credit Union (Merrill, WI)
  • Park Side Credit Union (Whitefish, MT)
  • UnitedOne Credit Union (Manitowoc, WI)

Thank you to each of these credit unions for making it easy for members to improve their financial lives!

MemberShoppers Announces Best of the Best Awards 2016

By | Award winners, MemberShoppers Users | No Comments

Best of the Best Ribbon

Congratulations to the MemberShoppers “Best of the Best” designees for our first-ever annual award. There’s a high bar for attaining this designation:

  • A Member Advocacy Score of 4.5 or better out of a possible 5
  • A Member Appreciation Score of 4.5 or better out of a possible 5
  • An Education and Referral ratio of 25% or better for transactions

The following credit unions met or exceeded the criteria:

  • 121 Financial Credit Union (Jacksonville, FL)
  • AERO Federal Credit Union (Glendale, AZ)
  • A+ Federal Credit Union (Austin, TX)
  • GECU (El Paso, TX)
  • HealthCare Associates Credit Union (Naperville, IL)
  • Kentucky Telco Credit Union (Louisville, KY)
  • La Capitol Federal Credit Union (Baton Rouge, LA)
  • Northland Area Federal Credit Union (Oscoda, MI)
  • Park Community Credit Union (Louisville, KY)

This designation means that members of those credit unions will find they consistently receive top-notch service from credit union employees.  They can also expect those staff members will look proactively for ways to help them achieve their financial goals.

Is It The Teller’s Fault?

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A great member experience comes at the intersection of amazing people working within flawless processes. That’s why we advise every MemberView Voice of Member user to measure both the performance of people and the member-centricity of credit union processes.

Of course that’s easier said than done when it comes to survey question construction.  In an effort to make surveys short for members, it’s easy to bake research flaws into the process.  Bruce Tempkin provides a good example in his analysis of a Domino’s pizza survey.

The Domino’s follow-up survey asked, “Was the delivery driver punctual and polite?”

In this case, the driver was polite but the pizza was late.  So how do you rate the driver?  Does he get 5 stars for being polite or 1 star for being late?  Or should you just give him a 3?  What if it wasn’t his fault the pizza was late?  Maybe the baker was slow or messed up the order the first time.

The problem for Domino’s is that they’ll never have a clear understanding of the driver’s performance or of possible flaws in their process by asking this question.  Not only does it ask about two separate aspects of the employee’s performance; it also asks about a possible process issue.

Here’s what that would look like in a credit union member experience survey for a teller named Annette:

Was Annette quick and friendly in assisting you with your transaction?

Annette might very well have been quick, but she had the personality of a potted plant.   Or maybe she was perfectly pleasant, but the system was slow and she had trouble processing the transaction quickly.

We find that in those cases, most members will split the difference and give her a “3” or “4” on a 5-point scale and then add a comment explaining why the question was frustrating.  Given that the score then gets aggregated with lots of other survey results, the credit union gains very little understanding of where specific problems with the member experience lie.

So what’s a better way to ask without creating survey fatigue?  Disguise two questions as one with a grid:

Sample Question

Follow up Annette’s rating with our MXEasy Member Effort question, i.e., “How easy did we make it for you to complete your transaction?” and “What could we have done to make it easier?”  That will take care of getting feedback on processes.

By crafting more targeted survey questions, you not only get better feedback on the member experience, you reduce the risk of punishing good team members for process flaws.

Joining These Credit Unions is Super Easy According to New Members

By | Award winners, Ease of Use, Member Effort, MXEasy | No Comments

Best of the Best Ribbon
Have you been thinking about joining a credit union but dreading the hassle?  New members say these four credit unions make the process easy according to MemberXP’s Q2 survey results.

  • UnitedOne Credit Union in Manitowoc, WI
  • Hughes Federal Credit Union in Tuscson, AZ
  • FedChoice Credit Union in Lanham, MD
  • SESLOC Credit Union in San Luis Obispo, CA

The 4 credit unions had the highest MXEasy member effort scores for new membership as reported by their own members via MemberView. MemberXP measures the member experience for over 80 credit unions in North America.

121 Financial, Visions, and Ardent Credit Unions Recognized for Lending Ease of Use

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Best of the Best Ribbon
When it comes to making the lending experience easy, members gave a big thumbs up to these credit unions for the 2nd Quarter of 2016:

  • 121 Financial Credit Union in Jacksonville, FL
  • Visions Credit Union in Endwell, NY
  • Ardent Credit Union in Philadelphia, PA

The 3 credit unions had the highest MXEasy member effort scores for lending ease of use as reported by their own members via MemberView.  MemberXP measures the member experience for over 80 credit unions in North America.

Congratulations to the staff and leadership of these excellent credit unions!

Welcome to

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Hi there.

If you’re visiting us for the first time, welcome to the launch of If you’re a current user, you’ll find a more user-friendly interface for MemberShoppers and a more comprehensive, organized Resource Library for all users.

If you’re a current or potential shopper, you’ll find more information, more facts, and an easy-to-complete online registration form.

And if you’rOrange Hearte a credit union executive or coach, please take a moment to subscribe to our blog so you can get important updates, member experience posts, and notifications of our quarterly awards.

We love having you here!

MemberShoppers Users Win ServiStar Award

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Best Service Magnifying Glass

MNA announced that these four MemberShoppers credit union mystery shopping users have won the ServiStar Credit Union award for the 2nd half of 2015:

• 121 Financial Credit Union – Jacksonville, FL – 4 in a row!
• AERO Federal Credit Union – Glendale, AZ – 4 in a row!
• Oakland County Credit Union – Waterford, MI – 3 in a row!
• Achieve Financial Credit Union – Berlin, CT

The ServiStar Credit Union Award is presented to the best of the best credit unions that have partnered with ServiStar over the years. To win this award a ServiStar Client must meet the following rigorous criteria:
• Overall MemberShoppers credit union mystery shopping score of 4.57 or higher
• MemberShoppers Member Advocacy score of 4.61 or higher
• MemberShoppers Member Appreciation score of 4.61 or higher
• MemberShoppers Education and Referral score of 1.74 or higher
• ISS Voice of Employee score of 4.71 and higher

Congratulations to these MemberShoppers users.

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