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How to Achieve Buy-In for Your Member Experience Program

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These days, if you ask credit union professionals their thoughts about long-term success, they’ll tell you that delivering the best possible experience for members is key. However, not everyone always agrees on the goals of your credit union’s member experience program.

Yet, the success of your credit union’s member experience program hinges on getting buy-in from your stakeholders. So, how do you persuade these individuals to take part or at least endorse your member experience program.

In this article, we’ll concentrate on identifying your stakeholders, demonstrating the value of your member experience program to them and securing their help in making your program a success.

Getting Buy-in From Credit Union Employees

You may think it’s just the member experience team helping to guide and shape the member experience. However, you’d be hard-pressed to find someone working at your credit union whose work didn’t directly impact member experiences.

Getting buy-in for your member experience program from every employee at your credit union — from the customer service department to IT — is essential to the success of delivering great member experiences.

After all, these individuals will be carrying out the aims of your program. Their experiences working with members — both directly and indirectly — will propel the growth and scope of your member experience program for years to come. To get buy-in from your credit union employees, consider implementing these strategies:

  • Be open. Give employees the ‘why’ behind the aims of your member experience program. Show how improvements in employee culture and member sentiment ultimately impact member loyalty.
  • Boost successes. Highlight employees who have delivered great member experiences at an individual or an enterprise level to encourage participation. Share specific examples to drive home the benefits.
  • Value opinions. Solicit employees for their ideas on delivering a better member experience. Use this input to create improved and sustained organizational change.
  • Create ownership. Make sure employees feel they have a stake in the future of the credit union. Doing so will instill a sense of ownership in employees.

Getting Buy-in From Members

As credit union professionals, we’re in a unique position: the members we serve are the owners of our organization. Therefore, members represent a strong faction of stakeholders that require convincing when it comes to having a successful member experience program.

But, you’re not going to go door-to-door soliciting their endorsement. Instead, you’ll win over this group of stakeholders in a much more nuanced way — by your actions.

If your members feel their individual experiences with your credit union are satisfactory, they’ll likely assume the quality of all members’ experiences are similar and will be more than content with the overall quality of your credit union’s member experience program. Conversely, if these individuals have a negative experience with your credit union, they may think the experience is the same for all credit union members.

However rare they may be, unfortunately, mistakes happen — often ones that are beyond our control. A medium to a large-sized credit union may support millions of transactions or thousands of member interactions each day. Ensuring 100% of those member experiences is positive day-in-and-day-out would be an impossible task.

While your credit union can’t ensure perfection, a robust member experience program that listens, recognizes and corrects mistakes when possible will go a long way in assuring aggrieved credit union members that a particularly negative interaction is the exception and not the norm. As your team works with members, keep these steps in mind:

  • Acknowledge the problem. Confirm you’re listening. Showing members, they’ve been heard will go a long way to assuaging their fears.
  • Move quickly. Having a sense of urgency when dealing with problems provides peace of mind to members that even if it can’t be fixed right away or at all.
  • Be honest. Let the member know how the mistake occurred. Be honest about if it’s indicative of a larger problem — for example a data leak.
  • Demonstrate learning. Members want their credit union to do well. If you can demonstrate how your team has learned from the mistake, it may provide perspective for the member.
  • Follow up.  After the mistake has been corrected, reach out to the affected members to let them know their plight has not been forgotten.

Getting Buy-In From VoB Parties

In this blog, we refer to the Voice of the Member (VoM) and to the Voice of the Employee (VoE). But, have you heard about Voice of the Business (VoB)? VoB refers to the wants, expectations, and preferences, both spoken and unspoken, of the people who have the final say when it comes to decisions about the daily operation and future of your credit union.

As member experience teams seek to make meaningful, lasting improvements to their credit union, having buy-in from the individuals behind the VoB may be the single most crucial factor in determining the future of your member experience program.

VoB parties are concerned with the bottom line and creating a secure future for your credit union. They want to make sure that their investments to create better member experiences result in happier members and a healthy credit union, attracting new accounts and growing the balance sheet.

While positive feedback from happy members is always a boon for your member experience team, it can be difficult to tie business metrics back to these qualitative endorsements. It can also be challenging to show how improvements to your member experience program are helping to improve the bottom line.

For VoB stakeholders, tying the problem or opportunity to known business or financial or operational metrics is the key to focusing on improving member experiences. The parties behind your VoB likely have at least a cursory understanding of the value of having an active and engaged user experience program for your credit union. However, if not, here are some statistics from MemberXP and NCUA that you might consider sharing.

Member-focused credit unions outpaced the industry average:

  • in return on assets by 77%
  • in share growth by 93%
  • in asset growth by 131%
  • in loan growth by 90%

The ability to show the parties behind your VoB the tangible business benefits of your member experience program — ones with proven ROI — will put these stakeholders at ease. More than that, having the support of VoB stakeholders will help to ensure the security, longevity and expansion of your credit union’s member experience program for years to come. This is where MemberXP can help.

Benchmarking With a SaaS Provider

More and more organizations that are getting serious about proper benchmarking and goal setting to show tangible results of their customer experience programs are investing in customer service experience platforms to keep track of improvements and create new objectives.

While several of these platforms exist, MemberXP, specifically, is a SaaS provider offering a suite of tools geared towards helping credit unions effectively gauge and manage member experiences.

For questions about how MemberXP can help your credit union achieve its marketing objectives or to request a demo, visit

The Net Promoter Score® of Your Credit Union

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No matter the field, when it comes to customer service, the customer experience team at almost every organization is obsessed with boosting the overall Net Promoter Score® (NPS®). So, what is it? Is it important? Is it the only metric you should be measuring? Most of all, how does it affect credit unions, and what are some of the ways to gauge and boost your credit union’s score? In this article, we’ll cover these topics plus a few more.

What is a Net Promotor Score®?

For many organizations, the Net Promoter Score® is a good way to gauge customer satisfaction. While the idea of providing excellent customer service isn’t new, comparatively speaking, trying to measure the effectiveness of your customer experience (CX) efforts is.

The idea of Net Promoter Score® first gained traction in 2002. Around that time, an article published in Harvard Business Review popularized the concept of administering an easy, one-question survey to clients, asking them to rate their experience with the surveying organization numerically. Customer experience teams were told to boost their scores if they wanted customers to keep doing business with their organizations.

How Do You Calculate NPS®?

As mentioned, a Net Promoter Score® is measured with a single-question survey usually administered soon after an exchange with the organization. Responding members answer the question on a scale from 0 to 10 – the higher the score, the better. From the responses, you get three categories of members:

  • Promotors rank you a 9 or 10. These are the members likely to recommend you to others.
  • Promotors rank you a 7 or 8. These are satisfied members but wouldn’t likely recommend you to anyone.
  • Promotors rank you a 6 or below. These are unhappy members who would likely actively discourage others from becoming members.

Finding your credit union’s Net Promoter Score® is easy. Just subtract the percentage of Detractors from the portion of Promoters. For example, if 15% of respondents are Detractors, 20% are Passives and 65% are Promoters, your Net Promoter Score® would be 65-15 = 50. An organization’s NPS® can fall anywhere between -100 to +100. Most credit unions average +50 or higher overall – a high bar considering some of the best-known brands in the world such as Apple have an NPS that hovers only in the high 40s.

Is NPS® Important? What About Member Experience Scores (MES)?

Should a credit union member experience team be interested in boosting its NPS®? Yes, but the answer is also a little more complicated than that. Gauging your credit union’s NPS® is one of the best ways to take the pulse of your organization’s member satisfaction level. It is also a good way to assess member loyalty. However, think of it as just one tool in your member experience satisfaction-measuring toolbelt.

NPS® is important, but so is another metric referred to as the Customer Effort Score (CES). In the digital age, customers want to have easy transactions with you and your business. Credit unions are no exceptions. It’s incredibly important for credit unions to make it easy for members to interact with their services.

CES – or the Member Effort Score (MES) in the case of credit unions – is a cross-industry Key Performance Indicator (KPI). For credit unions, MES examines the effort that members must exert to interact with the credit union or one of its financial offerings.

In a single-question MES survey, similar to an NPS® survey, the recipient may be asked, “How easy was it to join our credit union?,” or “How easy was the loan application process?”

The standard response scale is 1-7 and it provides a way to identify and monitor difficulties at every touchpoint for the member’s journey with the credit union. Historically, better Member Effort Scores have shown a willingness on the part of the member to engage with more financial offerings from the credit union.

When used as part of a blended scorecard approach, NPS® and MES together are incredibly helpful in not only understanding the sentiment, advocacy, and loyalty of a member, but also uncovering the ‘why’ behind the scores.

How MemberXP Can Help?

More and more organizations that are getting serious about proper benchmarking and goal setting as a way of improving the member experience are investing in customer service experience platforms to administer surveys and tally their results. While several of these platforms exist, MemberXP, specifically, is a SaaS provider offering a suite of tools geared towards helping credit unions effectively gauge and manage member experiences. For example, the MemberView tool from MemberXP allows credit union member experience teams to track their scores for member experiences as well as for specific experiences such as lending.

At MemberXP, we take a credit union’s NPS® and MES and benchmark them against others in the industry for every experience and member touchpoint we measure. This information provides context and visibility for growth and is a valuable benchmark for setting goals. Both KPIs are drillable to region, branch, coach, and can be viewed by member demographics, all within the powerful tool.

For questions about how MemberXP can help your credit union achieve its marketing objectives or to request a demo, visit

*Net Promoter Score is a trademark of Satmetrix, Bain & Company, and Fred Reichfield.

Creating a Voice of Employee Program at Your Credit Union

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Beyond member feedback, it can be hard to find new avenues for garnering constructive input on ways your organization can improve the member experience. As a credit union professional, you may feel as though you have turned over every proverbial rock looking for insights you can turn into action.

Well, member feedback isn’t the only source of valuable information you can use to improve the member experience. Too often, credit unions overlook the importance of their employees’ points of view in providing insights for improving — which makes no sense.

No one knows your members like your employees. After all, the people working within your organization are on the frontlines, engaging with members every day to resolve problems and celebrate wins big and small. Creating an established Voice of Employee (VoE) program can help you turn the unique insights of your employees into data you can act on to create an overall better member experience. It can also help bolster a sense of ownership and pride on the part of employees in your credit union.

What is a VoE program?

“Voice of Employee” refers to the participation of employees in influencing organizational decision-making to help bring about or drive change within your credit union. “Program” indicates the establishment of a robust method for monitoring employee feedback and performance.

Unlike with a Voice of Member (VoM) program, the feedback your employees provide is not just limited to the financial products and services your credit union offers. You can — and should — expand your VoE program to include feedback areas for improving your credit union as well.

More Than Just Member Experience Benefits

Members often feel a sense of pride and ownership in your credit union. After all, credit unions are by law owned and controlled by their members. However, employees often have a sense of pride and ownership in your organization as well. Many are members themselves and see their work as central to helping fellow members achieve their financial goals.

A successful VoE program not only improves member experience, it has the added benefit of improving the employee experience as well. A VoE program gives employees a voice in how your credit union is run and provides them with an opportunity to affect change for the better. With the right VoE program in place, employees feel empowered and valued — instilling in everyone a sense of pride, ownership and a stake in the future of your credit union.

Must-Haves for a Successful VoE Program

Beyond establishing the necessary framework for garnering and monitoring feedback, a successful VoE program is dependent on an actively engaged base of employees willing to participate. An organization must demonstrate that employee input is valued, and the process for providing input is easy-to-use and effective. Keep these tips in mind whether you have an active VoE program or are just getting yours off the ground:

  • Create a culture of kindness—Your employees need to know speaking up is both okay and encouraged. If employees seem unwilling to speak up, look inward to create change.
  • Build a method for feedback—Create consistent, easy-to-use channels for employee feedback and make their use second nature after completing an interaction with members or after employee seminars.
  • Demonstrate marked improvement—Show early and often in your VoE program that employee feedback is being used to create improved and sustained organizational change. Make your employees’ opinions count.

How MemberXP Can Help

As organizations get serious about creating a VoE program, many invest in SaaS providers that can help quantify and measure employee performance and monitor employee feedback. MemberXP is one such provider built explicitly for credit unions.

As a SaaS provider, MemberXP offers a range of listening tools, including Voice of Employee, which measures internal employee experience at almost every touchpoint and captures their perceptions of each behavior of service delivery at every channel.

In addition, the Voice of Employee tool regularly solicits feedback from employees with easy-to-use, hassle-free surveys that employees can complete on any smart device, including phones. Voice of Employee also includes coaching training and support. Your employee coaches will learn how to share results with their teams and create meaningful, actionable internal service improvement plans.

For questions about how MemberXP can help your credit union achieve its marketing objectives or to request a demo, visit

Establishing a Voice of the Member (VoM) Program

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According to a recent Harvard Business Review article, it is five to 25 times more expensive to get a new customer than it is to retain an existing one. In the case of credit unions, the value of the relationships we have with existing members is crucial — as we try to be there at every financial life stage from saving for college to retirement.

It’s largely up to member experience teams to keep members happy — addressing member pain points and responding to inquiries in a timely manner. In order to accomplish all that effectively, these teams need to know what their members are thinking.

As a credit union professional, do you know how your members feel about your credit union? Can that status change on a day-to-day or even an hour-to-hour basis? Are members having a positive experience at every stage of their member journey? If not, where is your credit union falling short in providing exceptional service?

These questions are enough to keep any credit union professional up at night. Luckily there’s a way to find these answers and more. Today, many credit unions establish a Voice of the Member (VoM) program — referred to as a Voice of the Customer (VoC) program in traditional marketing.

What is a VoM program?

“VoM” refers to the feedback your organization receives from its members based on their experiences or expectations about your financial products and  the service your employees are providing. “Program” focuses on categorizing the customer feedback information in an easy-to-access and understandable way that gives your member experience team the ability to take definitive action. Some have referred to a successful VoM program as “the heartbeat of any member experience team.”

A successful VoM program helps the member experience team effectively learn about the member’s expectations, aversions and preferences at any point in the member journey. When built successfully, a VoM program helps the member experience team to create a detailed set of members wants and needs. Much like Maslow’s hierarchy of needs, your members’ needs and desires can be organized into a hierarchical structure, where they can be prioritized by your credit union in terms of relative importance.

Improve your Member Experience with a VoM program

Today, the process of recruiting and retaining members is no longer about one-way communication. Gone are the days when it was enough to put up a traditional billboard or 30-second TV spot and hope new members would come pouring in. While traditional media still has its place in the conversion process, the battle for recruiting and retaining members is now won on an individual basis by listening and responding to members and prospects in real-time and with the right answers. A proper VoM program gives your member experience team the tools they need to do just that.

In an earlier blog post, we covered the topic of competing on providing great customer service. Respondents to a survey by Gartner found that two-thirds of companies now compete on customer experience alone. The same survey found that while the role of a customer experience team is becoming more important, budget spends dedicated to customer experience are decreasing. As a result of less money being dedicated to customer experience, it’s now more important than ever to make sure money dedicated to customer experience is being spent in the right way. For credit unions, a successful VoM program can help the member experience team decide how to more precisely dedicate their time, resources and dollars.


How to build a successful VoM program

With everything we now know, it’s no wonder many credit unions are rushing to establish their own VoM programs. However, it is incumbent upon member experience teams to lay the proper groundwork to make sure these programs are successful. After all, the aims of the VoM must align with the wants and expectations of the members it serves.

If you are a credit union professional looking to build out your VoM program, here are some things to keep in mind as you go about the implementation process:

Go out and get the data.
Feedback will trickle in from members, but don’t just sit back and wait for that happen. Your member experience team should be actively seeking feedback from your members through surveys, phone calls and mystery shops when necessary. Submit requests for feedback after an interaction has taken place — while it’s still fresh in your members’ minds.

Your VoM program should evolve.
After you lay the initial groundwork, analyze and change what isn’t working. Much like the creation of your member journey map, think of your VoM program in a constant state of being built or revamped. It’s not enough to sit on your laurels after implementation.

Negative feedback is painful but necessary.
Don’t hide the bad stuff. Tackle it head on. There’s no more effective feedback than negative feedback. It’s what provides your credit union with the greatest opportunity for growth. You may even find that the more effective your VoM program becomes, the less negative feedback your organization incurs.

Mine for the insights you already have.
Yes, be proactive about garnering member feedback, but recognize the resources you likely already have at your fingertips. For starters, meet with everyone in your credit union that has access to information on member interactions. There’s a very good chance the people on the front lines of member services are a wealth of information just waiting to share their experiences.

Turn insights into action through trial and error.
It may seem obvious, but it’s where plenty of credit union professionals get stuck — an endless cycle of data collection and analyses with no meaningful action being taken. Remember the insights you’re collecting have no intrinsic value if they’re not being used to implement change.

Employ the right technology.
Finally, there are a number of customer experience management platforms in market, like MemberXP from CU Solutions Group, that help credit unions extract and manage member feedback to build a successful VoM program. Investing in the right tools can go a long way to maximizing value for member experience teams. 


For questions about how MemberXP can help your credit union improve the member experience  or to request a demo, visit

Creating a Member Journey Map

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When it comes to credit unions, we pride ourselves on delivering better service than banks and best-in-class financial products to our members. But how do we anticipate member needs and wants? How do we identify and define organizational weaknesses so that we can address them?

What credit union professionals need is a crystal ball, allowing us to peek into the minds of our members. While we don’t have that, we do have journey mapping, which may be the next best thing. Journey mapping gives us a peek into the decision-making process of our credit union members.

What is Journey Mapping?

At its core, journey mapping is the act of chronicling a visual representation of the process your member goes through as they experience your credit union’s products or services. The journey may start with how the member finds out about you, then end with the member's decision about whether to use your product or service again.

Start with Personas

Members at various life stages will interact with your credit union very differently and be looking for very different financial products. Don’t try to account for everyone all at once. Instead, build personas for your members so that you can take a walk in a member’s shoes with a journey map.

Personas are semi-fictional archetypes that help create a deep understanding of and empathy for members, and they represent the key traits of a large segment of the membership. Remember, the purpose of a journey map is to give you insight into your members' minds, so be specific when developing member personas. You may begin by concentrating on a young professional. How might this person find out about your credit union? Would this member come through paid advertising or word-of-mouth recommendation? If given the option, would this member likely prefer communication via branch, desktop or a mobile channel?


Creating Highly Effective Personas

How can you create highly effective personas? You can rely on industry data and surveys. You can interview members. You can create a journey mapping team that includes key employee stakeholders from across your credit union to help you gain diverse perspectives about your members' motivations and goals.

The perfect alchemy likely comes in the form of access to both qualitative and quantitative data. There are a number of customer experience management platforms in market, like MemberXP from CU Solutions Group, that help credit unions extract, manage and visualize important insights about personas and journeys from member feedback.

The numbers don’t lie. A research brief from the Aberdeen Group found that marketers who embraced a data-first approach to personas and customer journey mapping saw the following:

Finally, bring your personas to life by crafting engaging, first-person narratives that are realistic representations of your target members. Give each persona a name and photo to help foster a connection to your actual members. Include a variety of attributes, such as age, education, income, household or family size, etc.


Using Personas to Map the Member Journey

Once you’ve created distinct personas, you can use them to create member journey maps that describe each persona’s experience at various touchpoints during their lifecycle with your credit union. An effective journey map is based on real research and behavior and should represent the true member experience — good or bad. That way you build an accurate picture of where you need to make improvements and where opportunities exist for cross-sell and up-sell.

Much of the information for creating a journey map will come from your personas (e.g., their goals, motivations, key tasks they want to accomplish, and current pain points), which is why it’s best to create the personas first.

By now you have developed detailed member personas with faces and names, so put yourself in their shoes as you run them through fictional interactions at your credit union. Where is the interaction taking place (e.g., in your branch, on the phone, online or mobile, in social media)? What is going on around the member and in their life in general? Are they in a hurry? How do they feel at each step? Are they engaged, bored, or frustrated? Are they nervous about making an important financial decision? How might their current context influence how they need to interact and what they want to do?

Don’t forget, a good member journey map doesn’t just reveal the touchpoints of the consumer’s interaction with your credit union. It also takes into account the moments you don’t see.

With a detailed and insightful member journey map, your credit union can more effectively assess current and proposed processes, identify targeted actions to resolve pain points and leverage opportunities for building stronger member relationships.


Steps to Improving the Member Journey

Remember, the point of mapping the member journey is to help influence the journey and make it better. As you begin to run personas through your member journey map, themes will arise. You will begin to recognize areas of weakness as well as organizational strengths.

Let’s create a young professional persona for your credit union; we’ll call her Winnie. Here are some tips to keep in mind as you look for ways to improve Winnie’s member experience:

  • Always be helping: Winnie wants to open a savings account. What obstacles in her member journey are not helping her meet that objective? How can those obstacles be eliminated or improved?
  • Test, retest and be fluidDon’t set a process and forget it. What works today may not work tomorrow in helping Winnie to open a savings account. New obstacles and challenges will arise. You must be able to detect those weaknesses in order to overcome them.
  • Make it easy for members to say, yes: Simplify. Simplify. Simplify your processes. Make it easy for your members to engage in signing up for new products and services. Eliminate — or at least acknowledge aggravations — wherever possible.
  • Leave room for improvisation: When it comes to influencing the member behavior, your members may not interact with a product or service the way you intended. That’s okay. Use these setbacks as learning opportunities for better serving your members.


Creating a Living Map

Understanding what motivates your members is key to knowing what financial products and services your credit union should offer. Keep in mind the needs and wants of your members are likely to change as time progresses. In this sense, it is important to think of your member journey map as a living document. You will likely find yourself adding to the member journey map and refining it as your credit union changes and expands.

For questions about how MemberXP can help your credit union achieve its objectives, including intelligence to inform your member journey mapping, or to request a demo, visit

An Intro to Marketing Objectives for Credit Unions

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The popularity of credit unions is growing. According to NCUA, at last count, there were almost 5,068 federally insured credit unions with 125.7 million members — an increase of 4.3 million members over the previous year.

Whether your organization refers to it as customer experience (CX) or member experience (MX), creating the best possible experience for members is central to the success of your credit union. When joining a credit union, the member's journey looks a lot different from the consumer's journey when deciding to purchase the latest good from a store shelf. Maybe, that’s because instead of selling the latest gizmos, as credit union marketers, we want to build lasting, life-long relationships with our members, where we’re there for them at every step of life’s financial journey from saving for college to retirement.

Credit union marketing is an area of the financial services sector that is growing and changing rapidly. If you’re just getting started or even if you’re an old pro, it’s essential to know how recent changes in technology and the credit union-member relationship are shaping how credit unions attract and retain members. In this article, we’ll cover both new and familiar topics to discuss some of the latest developments, trends on the rise and even how a return to the basics can mean success for your credit union.

The Importance of Mapping the Member Journey

Who does your credit union typically serve? What are the things that keep your members up at night? What might their financial outlook be? To attract new members or to provide better service to existing members, the first step in getting to know your members is mapping the member journey. 

Rather than map every possible scenario at once, start with the basics — for example, a member opening a new member account. Follow this member’s journey and monitor how he or she might move through different touchpoints of becoming a member. Assess the interactions. Is there friction in the exchange? What channels are they going between? Collect data and feedback to evaluate the pain points, so you can focus on improvements.

Establish a Voice of the Customer (VoC) Program

What are your members saying? How can you extract meaningful insights from their observations, and how can you effectively respond to criticisms, compliments and inquiries? A Voice of the Customer program (VoC) is an analytics program that brands establish based on customer feedback. It focuses on needs, expectations, understandings and product improvement. Some have referred to a successful VoC as the heartbeat of any customer experience team.

Today, the process of recruiting and retaining members is no longer about one-way communication. Gone are the days when it was enough to put up a traditional billboard or 30-second TV spot and hope new members would come pouring in. While traditional media still has its place, today’s member marketing is much more about listening and responding to your members and prospects in real-time. More and more credit unions are investing in technology and creating messaging that allows them to do just that. The combination of technology and messaging is known as a VoC program.

Establish a Voice of the Employee (VoE) Program

Customer feedback data isn’t the only source of valuable information to use when improving member experiences. Establishing a robust method for monitoring employee feedback and performance — or a Voice of the Employee (VoE) program — is crucial to the process overall. An effective VoE program gathers feedback from employees at several touchpoints throughout their journeys with the credit union. It complements and enforces the VoC program by adding context to the interactions both with customers and with internal staff.

A successful VoE program also gives employees a voice in how your credit union is run and provides them with an opportunity to affect change for the better. With a smart VoE program in place, employees feel empowered and valued — instilling in everyone a sense of pride and ownership in the future of your credit union.

Boosting Your Net Promoter Score®

No matter the field, employers are obsessed with improving their organization's Net Promoter Score®, or NPS®. That’s because a Net Promoter Score® is considered to be one of the primary ways to measure customer experience.

In simplest terms, a Net Promoter Score®, NPS®, is measured with a single question survey, “How likely would you be to recommend XYZ Credit Union to a friend or colleague?”

Gauging your credit union’s NPS® is a good way to take the pulse of the credit union’s member satisfaction. However, while NPS® is important, we believe it only tells one aspect of the story. Proper goal setting and benchmarking is a much broader topic we’ll cover more in depth in a later blog post.

Competing on Providing Great Customer Experience

According to a survey from Gartner, customer experience (CX) is the “new marketing battlefront.” Respondents to the survey said that two-thirds of their companies compete mostly on the basis of providing good CX. An additional 81 percent of respondents said that their companies would be competing on good CX alone in the next two years.

While the role of CX in marketing is growing, according to Gartner, budgets are not growing along with it. Respondents to the survey stated that their budgets for CX would likely stay the same or grow smaller in the years ahead. As a result, credit union professionals must be savvy about how they choose to spend their marketing dollars.

In this case, investments in marketing software like MemberXP can be a way to maximize marketing budgets. For example, MemberXP can help credit unions to map member journeys, establish VoC and VoE programs and track and boost Net Promoter Scores — all things which have been covered in this article. When used correctly, software like MemberXP can reveal what marketing initiatives are working and which may need more attention. In so doing, they can also help credit union professionals to decide how to more precisely spend time, resources and dollars.

For questions about how MemberXP can help your credit union achieve its marketing objectives or to request a demo, visit

*Net Promoter Score is a trademark of Satmetrix, Bain & Company, and Fred Reichfield.

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.

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!

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