What’s Inside - MemberXP...Advertising awareness This playbook will take you step-by-step in choosing or creating the best questions for achieving your credit union’s strategic

©MemberXP®. Permission for MemberView™ Voice of Member users to copy for internal use only. Revised 8.15. 2

What’s Inside . . .

An Overview: Creating Your Custom MemberView™Voice of Member Program 4

MemberView™ Voice of Member ........................................................................................................ 4

What MemberView™ Voice of Member Measures ............................................................................... 4

Knowing What to Ask Members ........................................................................................................... 4

Establishing Listening Posts ................................................................................................................. 4

Setting Up Reporting in MXProdigy ...................................................................................................... 5

Transferring Member Data .................................................................................................................. 5

Preparing for the Strategic Implementation Process ............................................ 6

Select Your Team ................................................................................................................................. 6

Distribute the Playbook ....................................................................................................................... 6

Join Your Onboarding Concierge on Basecamp.com ............................................................................. 6

Schedule Meetings .............................................................................................................................. 6

Session #1 .............................................................................................................. 8

Discussion Point: What are the most critical experiences in the member journey? ............................. 8

Discussion Point: What delivery channels are most critical to each experience?................................ 12

Discussion Point: Which employees are involved in each experience?............................................... 12

Session #2 ............................................................................................................ 14

Discussion Point: Where will our credit union put its listening posts?................................................ 14

Session #3 ............................................................................................................ 16

Discussion Point: What will our survey invitations say? ..................................................................... 16

Discussion Point: Which questions will we ask for each experience and each delivery channel? ........ 17

Discussion Point: How will we show appreciation to our members for participating? ........................ 21

Discussion Point: How will we brand our surveys? ............................................................................ 22

Discussion Point: What is our post-response strategy?...................................................................... 23

Session #4 ............................................................................................................ 25

Discussion Point: How should we assign role-based access to report results? ................................... 25

Session #5 ............................................................................................................ 28

Discussion Point: How will we generate and upload member lists? ................................................... 28


Appendix A: Member Journey Map .................................................................... 34

Appendix B: Member Experience Planning Worksheet ...................................... 35

Appendix C: Email Invitation Design ................................................................... 36

Appendix D: Sample Survey Design Form ........................................................... 41

Consumer Lending Survey Design Form ............................................................................................. 41

Appendix E: Sample Member Appreciation Post-Survey Emails ......................... 64

Appendix F: Post-Response Worksheet ............................................................... 66

Appendix G: Data Extraction, List Preparation, and File Uploading ................... 68

The Basics .......................................................................................................................................... 68

File Format ........................................................................................................................................ 68

File Transfer....................................................................................................................................... 68


An Overview: Creating Your Custom MemberView™Voice of Member Program Because your credit union has its own unique brand, we want to help you craft a voice of member program that reflects your vision and mission. In this playbook, we’ll guide your team step-by-step in setting up your custom MemberView™ Voice of Member program.

MemberView™ Voice of Member Voice of Member is a phrase that describes what your members tell you about their credit union experiences and preferences. Of course members are always telling you indirectly how they feel about your credit union by the accounts they open with the credit union and the accounts they open somewhere else. A Voice of Member program seeks to get direct feedback from members to take the guesswork out of what members want.

What MemberView™ Voice of Member Measures MemberView™ Voice of Member is based on the idea of the member journey. From seeking out your credit union to joining to getting a loan, your members encounter moments of truth along the way. This strategic planning playbook will guide your credit union team in mapping the member journey so that you can identify the specific experiences that have the greatest impact on member loyalty and are most important to your credit union’s long-term strategic focus.

Knowing What to Ask Members Your MemberView™ Voice of Member program can be used to ask members about a lot of things. Here are some examples:

Employee performance

Ease of doing business with your credit union

Delivery channel ease of use

Product feature likes and dislikes

Intent to do future business with the credit union

Intent to give the credit union positive word of mouth

Advertising awareness This playbook will take you step-by-step in choosing or creating the best questions for achieving your credit union’s strategic goals. We’ll also guide your team in choosing the best email invitations, scripts, and follow-up messages for your members.

Establishing Listening Posts Once you’ve decided what you’d like to ask your members, you’ll want to determine where to put your member listening posts. MemberView™ Voice of Member can collect member feedback via email surveys, telephone surveys, Web intercept surveys, QR codes and more. We’ll ask your team to consider all the possibilities as you work through the strategic implementation plan.


Setting Up Reporting in MXProdigy We’ll work with your team to set-up role-based permission levels in the MXProdigy reporting portal. Your onboarding concierge will also assist you in setting up a customized alert system to notify your team when members are likely to defect.

Transferring Member Data Our technical team will work with your information technology department to automate the exchange of member information in a secure way. This playbook will help your team decide which data to include to increase employee accountability and optimize your results.


Preparing for the Strategic Implementation Process

Select Your Team The first step in strategic planning is to assemble a cross-functional team who can provide input into your MemberView™ Voice of Member program. This cross-functional team typically includes representatives from the following areas of the credit union: Branch Administration Consumer and Mortgage Lending Branch Management Contact Center Administration Contact Center Management Marketing Loan Processing Administration Information Systems Human Resources/Training

Distribute the Playbook To prepare for your first session, distribute this playbook to everyone on the team. If everyone is familiar with the steps of the process, they’ll be prepared to participate fully.

Join Your Onboarding Concierge on Basecamp.com We use Basecamp.com to facilitate the MemberView™ Voice of Member implementation process. As soon as you become a MemberView™ client your onboarding concierge will set up your Basecamp.com project site and invite your team members to join. With Basecamp, your entire team will be able to see your implementation timeline, your to-do list, and all of your implementation worksheets. In addition, everyone can collaborate in one place.

Schedule Meetings Most teams meet 3 to 5 times to create a comprehensive MemberView™ Voice of Member strategic plan. Some logical meeting agendas are as follows: Session #1 Purpose: Determine which experiences to measure, which delivery channels to include, and which roles to include. Session #2 Purpose: Establish listening posts. Session #3 Purpose: Choose or create survey questions. Plan for invitations and post-response communication.


Session #4 Purpose: Plan for role-based reporting Session #5 Purpose: Plan for data extraction and transfer.

Don’t worry if it seems daunting at first. Your MemberView™ onboarding concierge will help keep your team on track along the way. If you prefer, we’ll send one of our Member Experience Experts to guide your team in a one-day, on-site strategic planning session. Call us at 800-548-4417 for pricing and scheduling.


Session #1 Purpose: Determine which experiences to measure, which delivery channels to include, and which roles to include.

Discussion Point: What are the most critical experiences in the member journey? For this discussion, put yourself in the member’s shoes and walk through the member journey. As you think about what members experience along the way, list experiences that present important moments of truth. It may be helpful to think about your own experience as a consumer in booking, checking into, and staying at a hotel. What were the critical touchpoints? Try mapping out those experiences for yourself.

Once you’ve mapped the journey for yourself, try mapping it from another perspective. Persona is term you’ll hear associated with member journey mapping. Because different customer segments have different priorities along their journeys, it can be useful to create several maps for each experience based on different customer segments. What would be the critical touchpoints for a business traveler staying at a hotel versus a family with young children staying at the same hotel? Would it make a difference if the business traveler were young or old? Male or female? The example that follows shows how the map might look for a business traveler.

Moments of Truth:

Finding the hotel online

Navigating the hotel website

Calling the hotel booking line.

Booking via mobile app

Experience:

Booking the Hotel

Moments of Truth:

Locating the hotel via driving directions

Locating the hotel by signage

Parking while checking in

Greeting from bell staff

Experience:

Arriving at the Hotel

Moments of Truth:

Location of check-in desk

Wait time to check in

Helpfulness and Politeness of Front Desk

Staff

Helpfulness and Politeness of Bell Staff

Experience:

Checking into the Hotel

The Hotel Guest Journey

Delivery Channels

Web Phone Mobile

App

Delivery Channels

Web Navigation

System On-site

Delivery Channels

On-site Kiosk


As you can see, the delivery channels and moments of truth change for this guest. Because the business traveler has one piece of carry-on luggage, the bell staff is not important. However, having a kiosk for quick check-in is more important. Some teams find that layering on an emotional connection is also useful. To do this, consider what the consumer might be feeling at each stage in the journey. The example here shows what our tech-savvy business traveler might be feeling at each stage, and the positive emotions the hotel can generate for each experience.

Moments of Truth:


Experience:

Booking the Hotel

Moments of Truth:



Experience:


Moments of Truth:

Check-in kiosk available


Status as a loyal guest acknowleged by front desk staff

Experience:


Moments of Truth:


Experience:

Booking the Hotel

Moments of Truth:



Experience:


Moments of Truth:

Check-in kiosk available


Status as a loyal guest acknowleged by front desk staff

Experience:


Delivery Channels

Mobile App

Delivery Channels

Web Navigation

System On-site

Delivery Channels

On-site Kiosk

The Hotel Guest Journey Persona: Tech-savvy business traveler who is loyal user of this hotel brand.

Delivery Channels

Mobile App

Delivery Channels

Web Navigation

System On-site

Delivery Channels

On-site Kiosk

The Hotel Guest Journey Persona: Tech-savvy business traveler who is loyal user of this hotel brand.

Emotions

Anxiety at being pressured for time.

Feeling relief if app is easy to use

Emotions

Feeling anxious driving in an unfamiliar place

Feeling relief at finding the location easily

Emotions

Feeling tired and impatient Feeling relief when check-

in is fast and easy Feeling valued when status

is acknowledged


Considerations for Prioritizing Member Experiences To motivate, reward, retain, and coach staff, choose experiences that require high levels of employee/member interaction. To improve member ease of use, focus on electronic delivery channels. To generate income, focus on important experiences for profitable member segments. To generate income, focus on experiences involving your most profitable products or services. To attract and retain younger consumers, focus on electronic delivery channels, especially mobile. To increase word-of-mouth, focus on segments with high influence in your credit union’s market. To increase early walletshare, focus on important experiences for new members.

Choosing Important Member Segments Mapping the member journey can seem daunting at first. It’s important for your team to remember that your MemberView™ Voice of Member is dynamic and extensible. You don’t have to measure every member experience in the beginning. One way to prioritize is to choose member segments that are important to your credit union in terms of mission, strategy and growth. Then, map experiences that are important to those segments using a persona that typifies each segment. Here are some examples:

Credit Union 1: The average age of member for this credit union is 57 years. They need to attract and retain young consumers. Therefore, they map experiences that are important to this segment.

Credit Union 2: This credit union has a 40 percent loan to share ratio. To grow loans, they map experiences that are important to potential borrowers. Credit Union 3: This credit union’s mission is to serve low-income families within a 5 mile radius of the main branch. They map experiences that are relevant to these families. Credit Union 4: This credit union has lower walletshare than its peers. They decide to map experiences that are important to new members so that they can develop loyalty early in the member relationship.

Using the template in Appendix A, map out critical experiences as you did for the hotel guest journey. Here are the common member experiences that credit unions measure with MemberView™ Voice of Member: Getting a consumer loan* Completing a basic teller transaction* Opening a new deposit account* Getting a mortgage loan* Solving a problem via the credit union’s contact center* Joining the credit union Using the credit union’s website Using the credit union’s mobile app Working with a financial planner Working with an insurance representative


Getting a business loan Getting an indirect vehicle loan via a dealership Getting an outbound call from the credit union *Indicates most commonly measured experiences

Don’t worry about getting too detailed in listing the moments of truth. You can always add on later. For now, focus on listing the most important moments of truth. Once you’ve mapped the critical experiences, rank order them in terms of their impact on the member journey for your important member segment(s). Remember that your voice of member program is extensible. You can start by measuring the most critical experiences and then add other experiences as your program matures. That’s why it’s important to prioritize. Not only can you determine which experiences to measure at the start, but you’ll have a roadmap for expanding the program over time. As you prioritize the experiences, you may want to consider your credit union’s priorities in establishing a voice of member program. Is staff accountability most important to you? If so, it makes sense to give top priority to those experiences that require a lot of staff interaction. On the other hand, if your electronic delivery strategy takes precedence, give high priority to experiences like using your mobile app or online banking. Consider, too, which experiences are important to highly valued member segments. Is your credit union trying to attract younger consumers? You may want to focus on the mobile experience. Once you’ve prioritized the experiences, make a list of those you want to measure. Make a copy of the Member Experience Planning Worksheet in Appendix A for each experience you’ll be including. List experiences in the left-hand column, making one worksheet for each experience.


Discussion Point: What delivery channels are most critical to each experience? Now that you’ve selected the most important experience to measure, decide which delivery channels to include for each experience. MemberView™ Voice of Member surveys can be programmed to present only the questions specific to the delivery channel the member used, so it’s important to decide which delivery channels you want members to evaluate. The Member Experience Planning worksheet includes a column for selecting delivery channels. In some cases, a delivery channel may not be used for a particular experience. For example, your members may not be able to apply for a loan via your mobile app. In other cases, a delivery channel may be available for a particular experience, but you may not want to ask for member feedback about it. For example, your members can do basic transactions via ATM, but asking about the quality of that experience may not be important to your understanding of the transaction experience in the way that interacting with an in-branch employee might be. Here’s an example of a credit union’s selection of delivery channels for measuring the consumer lending experience.

Discussion Point: Which employees are involved in each experience? One of the advantages of MemberView™ Voice of Member is its unique role-based scoring for multi-touch processes. During a complex process like mortgage lending, several employees may play a role in delivering a great member experience. One employee may pre-qualify the borrower, another may take the loan application, and a third person may process the loan.


For each experience you choose to measure, please choose the roles for which you’d like to generate scores. It may be helpful to look back at your member journey map for that experience. Review the touchpoints your team listed for that experience. Does just one employee or do several employees have significant responsibility in creating a great member experience? The sample Member Experience Planning worksheet below shows how a credit union chose roles for the consumer lending experience. There is no pre-qualification process for consumer loans so that role is not checked, nor does the credit union have a separate employee for follow-up such as an agent in an outbound call center. The credit union has a process in which up to three individuals can be involved in a consumer loan, i.e., an originator, a processor, and a closer. Note that any of these roles could be completed via an automated role. For example, a member might apply for a loan online so the web application would be the originator. As your credit union becomes more automated, the roles may be performed more often by software rather than an employee. Even if a role is not performed by an employee, please check the box for the role. That way you can compare the member experience as it is delivered automatically versus by an employee.


Session #2 Purpose: Establish listening posts.

Discussion Point: Where will our credit union put its listening posts? Now that you have decided which experiences and delivery channels are most important to your MemberView™ Voice of Member program, discuss where your credit union will establish its listening posts, the places where members can tell their stories. With MemberView™ Voice of Member you can set up listening posts almost anywhere a member interacts with your credit union. Here are the few of the possibilities, but remember that you can put a web link or QR code almost anywhere to give members access.

Email invitation to online survey Inbound phone survey

Outbound phone survey

In-branch tablets

Mobile app link Web opt-in tab

Web intercept pop-up or exit survey

Receipt link or QR code

In-branch signage with QR code

Some credit unions like to set up as many listening posts as possible to give members the opportunity to comment on every aspect of their experience with the credit union. In a sense, this is a sophisticated system of “comment cards” left in every delivery channel every day. The advantage of this approach is that it lets members know that the credit union wants their feedback at every turn. A drawback to this approach could be that some members may comment very frequently; others not at all. Other credit unions take a more measured approach, by emailing or calling randomly selected members who have interacted with the credit union in some way such as applying for a loan or joining the credit union. This approach leaves less opportunity for members to give feedback but has more validity as a research tool. Most credit unions take a hybrid approach. They focus on getting a good sample via email and phone surveys, but provide virtual “comment cards” at various touchpoints. Return to the Member Experience Planning Worksheet and check the listening posts you’d like to establish for every experience you want to measure. In the example shown here, the credit union has decided to send email invitations to online surveys and conduct automated outbound call surveys for members who have closed a consumer loan.



Session #3 Purpose: Plan for survey invitations. Choose or create survey questions. Brand your surveys. Plan post-response communication to members.

Discussion Point: What will our survey invitations say? Custom crafting your survey invitations can increase the response rates to your online surveys. Review the best practices and tips here, and then use Appendix C to see sample invitations and to customize your own survey invitation. Start with a Compelling Subject Line

Even though we will send your survey invitations, the “from” line will show your credit union’s branded email address. Nonetheless, it’s important to also identify your credit union in the subject line. Members are much more likely to open the email if they know it comes from a company they know and trust.

Tell the member what’s in it for them to open the survey. If you’re offering an incentive, mention it here. If not, let the member know how they’ll be helping their credit union by responding. The more value in the subject line for the member, the better the response rate.

Personalizing the subject line with the member’s name has been shown to increase response rates.

“Invitation” and “Request” garner good response rates.

Avoid words that trigger spam filters. Some of the most obvious are “free,” “amazing,” “click here,” “win,” “help,” and “prizes.”

Personalize the Greeting

Personalize the greeting. We’ll ask you to provide the names of members we’re sending the surveys to, and we’ll address members personally in the greeting.

Tell the member the value of completing the survey in the first paragraph. Make the Body of the Email Relevant and Short

Consider putting the name of the employee, the date of the transaction, and the type of transaction in the invitation so the member knows exactly who to evaluate. By including the date and type of transaction, the member will also know the email is from your credit union and not an imposter.

Let the member know how long it will take to complete the survey. One reason people don’t start online surveys is because many of them are much too long. Keep your survey short and let the member know it won’t take a lot of time.

Keep the body of the email short. Unfortunately, most recipients won’t read this part of the email so keep it as concise as possible.


Make the Survey Link Stand Out

Each member who receives the MemberView™ email invitation will have a unique survey link. When the member initiates the survey by using that link, we’ll be able to populate that member’s response with embedded variables such as member age or number of accounts.

The most important part of the survey is the survey link itself. It should be its own paragraph with a space before and after the link.

Include a Signature

Your invitation should include a warm and sincere signature. This is your opportunity to incorporate the voice of your brand.

Members appreciate it when the survey is signed by the CEO or another person they deem to have the authority to implement their suggestions such as a Member Experience officer.

Reassure Members in the Footer We’ll help you reassure your members and stay in compliance by including the following in your email footer:

A way to unsubscribe

A security statement from the credit union letting members know that the credit union will never ask for sensitive information in an email

A contact point both at MemberView™ and at the credit union You’ll find a form with many examples of email invitations in Appendix C. Return this form to your MemberView™ onboarding concierge or ask your concierge to consult with you to design your credit union’s survey invitations.

Discussion Point: Which questions will we ask for each experience and each delivery channel? Before you choose or create your survey questions, it may be helpful for your team to review the types of questions used in member experience research.

Question Type Best Used For

Outcome Question Tracking progress over time Peer comparison

Open-ended Question Putting the “why” behind the score Process and performance improvement

Behavioral Question Identifying employee coaching needs Tracking employee performance over time

Process Question Identifying process weaknesses Tracking process improvement over time

Market Research Question Identifying market opportunities Determining member preferences


The MemberView™ Voice of Member program includes a data bank of questions. You’ll find a sample question bank for the consumer lending experience in Appendix D. Your MemberView™ onboarding concierge will provide you with a question bank for each experience type you are measuring. MemberView™ Voice of Member includes standardized outcome questions so that your team can compare your results to those of other credit unions via MXPeer reports. The standard questions include our MXPromoter questions and our MXEasy question. See the sidebar here for background information on these two questions. We highly recommend you include these questions in your MemberView™ Voice of Member program. In addition to the MXPromoter and MXEasy questions, we recommend you choose a mix of behavioral and process questions. The exact combination you choose should be based on your credit union’s goals. If your goal is to measure staff performance and coach to staff performance improvement, choose behavioral questions focused on what employees did during the experience. If

MXPromoter Scoring Every MemberView™ Voice of Member survey includes an MXPromoter score based on the Net Promoter ScoreSM developed by Fred Reichfield of Bain & Company in 2003. Reichfeld’s article, The One Number You Need to Grow, published in the Harvard Business Review, describes how the score was positively correlated to customer loyalty. The score is based on the simple question: “How likely is it that you would recommend our company/product/service to a friend or colleague?”

The scoring for the question is based on a 0 to 10 scale.

Promoters are those who respond with a score of 9 or 10 and are considered loyal enthusiasts. Detractors are those who respond with a score of 0 to 6 - unhappy customers. Scores of 7 and 8 are passives, and they will only count towards the total number of respondents, but not directly affect the formula. NPS® is calculated by subtracting the percentage of customers who are Detractors from the percentage of customers who are Promoters.

The MXPromoter score can be as low as −100 (everybody is a detractor) or as high as +100 (everybody is a promoter). An MXPromoter score that is positive (i.e., higher than zero) is thought to be good. Most credit unions average +50 or higher overall.

MemberView™ Voice of Member allows credit union to track their MXPromoter score for all member experiences as well as for specific experiences such as lending. The MXPromoter score is also drillable to region and branch and can be viewed by member demographics.

MemberView™ Voice of Member also includes open-ended follow-up questions to help credit unions discover why members are promoters, passives, or detractors.

MXEasy Scoring Every MemberView survey includes an MXEasy score based on groundbreaking research from the Customer Contact Council. Their July 2010 article in the Harvard Business Review, “Stop Trying to Delight Your Customers,” showed that ease of doing business trumps customer service as a predictor of customer loyalty. The researchers asked this single question: “How much effort did you personally have to put forth to handle your request?” of 75,000 B2C and B2B customers over a 3-year period. They found a high correlation between low customer effort and loyalty. Of those who expended low effort, 94% expressed an intention to repurchase, 88% said they would increase spending with the company, and only 1% said they would speak negatively about the company. Conversely, 81% of customers who put forth high effort indicated they would spread negative word-of-mouth about the company. The chart here shows the correlation between customer repurchasing and the Customer Effort Score (CES) as compared to the Net Promoter Score (NPS®) and the Customer Satisfaction Score (CSAT). MemberView goes beyond simple customer effort scoring, by tracking member expectations for ease of use alongside member actual evaluations of a credit union’s ease of use. MemberView allows credit union to track their MXEasy score for all member experiences as well as for specific experiences such as lending. The MXEasy score is also drillable to region and branch and can be viewed by member demographics. MemberView also includes open-ended follow-up questions to help credit unions identify specific opportunities to make processes easier for members.


your goal is to improve the processes involved in creating an easy member experience, choose process questions measuring factors such as wait times and ease of use of specific technologies. MemberView™ Voice of Member also gives your credit union the opportunity to include multiple-choice marketing questions. These include questions such as, “How did you hear about the credit union?” or “What was the most important factor in your decision to obtain your loan at the credit union?” To keep surveys short and relevant to the member, we recommend you limit these questions to no more than one per survey. Because MemberView™ Voice of Member is customizable and flexible, you can change these questions over time. The longer your credit union uses MemberView™ the more market data you can collect. Please contact your MemberView™ Voice of Member onboarding concierge for assistance in creating a strategy for marketing research question. The Best Surveys Let Members Tell Their Stories If you’re like most consumers, you probably receive dozens of invitations from the companies you use to take their surveys. The best way to learn about survey design from the consumer’s point of view is to take some of these surveys yourself. You’ll learn a lot about what makes a good survey. Consumers like to tell about their own personal journeys when taking surveys, and they want to know that they were listened to (more about that in the next session). They know that demographic questions about age and income allow the company’s marketing department to maximize their advertising budget. They know that questions about their use of competitors allow the company to evaluate its walletshare and market share. If these kinds of questions dominate a survey, it makes consumers feel that they are volunteering a lot of time to give the company information without getting anything in return. On the other hand, if they can tell the company about their own experience and they believe the company has listened to them, they usually feel that it was worth their time to complete the survey.

Member-Focused Question: What could we have done to make joining the credit union easier for you? Credit Union-Focused Question: What is the balance of all of your loans at other financial institutions?

As you choose each question for your customized survey, challenge yourself with this question: “What’s in it for the member to answer this?” Question or Embedded Variable? One way to keep your surveys short and member-focused is to take advantage of the MemberView™ embedded variable feature. If your listening posts include email survey invitations or outbound telephone surveys, your credit union can pre-load your survey lists with demographic information such as member age so that members don’t have to tell you what your credit union already knows. Here are some common variables that credit unions embed in their survey invitations:

1. Member age 2. Member gender 3. Number of accounts member has with the credit union 4. Type of account opened, e.g., checking account, home equity loan 5. Name or identifier of employee that assisted the member 6. Date of transaction 7. Delivery channel of the transaction


You’ll find more information on data extraction in Session 5. For now, it’s useful to remember that you may not need to ask these questions at all listening posts.

Determining How Many Questions to Ask The number of questions you ask on a survey is a function of type of question and type of listening post. We’ve already seen that members are more likely to answer questions that let them tell their stories. They are also more likely to spend more time answering questions online than on the phone. The chart below gives some general guidelines for the number of questions to ask for each listening post.

Listening Post Survey Length

Email invitation to online survey

Standard outcome questions (3 scored questions plus opportunity for open-ended feedback)

Behavior/Process questions (5 to 7 scored questions)

Market Research Question or Demographic Question (1 question)

Optional: Opportunity for member to leave contact information or request follow-up

Inbound phone survey Standard outcome questions (3 scored questions plus opportunity for open-ended feedback)

Behavior/Process questions (1 or 2 scored questions)


Outbound phone survey Standard outcome questions (3 scored questions plus opportunity for open-ended feedback)



In-branch tablets Standard outcome questions (3 scored questions plus opportunity for open-ended feedback)

Behavior/Process questions (2 to 4 scored questions)



Mobile app link Standard outcome question (1 scored MXEasy question plus opportunity for open-ended feedback)

Process questions (1 or 2 scored questions)




Web opt-in tab

Standard outcome question (1 scored MXEasy question plus opportunity for open-ended feedback)



Web intercept pop-up or exit survey

Standard outcome question (1 scored MXEasy question plus opportunity for open-ended feedback)




Receipt link or QR code




In-branch signage with QR code




Choose Your Questions Your MemberView™ onboarding concierge will provide you with a Survey Design Form for each experience you are measuring. You can see a sample Survey Design Form in Appendix D. Please prepare one Survey Design Form for each experience and each listening post.

Discussion Point: How will we show appreciation to our members for participating? MemberView™ Voice of Member includes many ways to thank your members for participating. Your team will want to choose an appreciation strategy for each experience and each listening post. Two easy ways to show appreciation include the following:

Appreciation message at the end of each survey

The simplest way to show appreciation is to place an appreciation message at the end of each survey. Each of the question selection forms includes sample appreciation messages to choose from.


Appreciation follow-up email

You can choose to send an automated follow-up email to thank your members. You can find sample follow-up emails in Appendix E.

One of the best ways to show your appreciation is to let members know you have taken action on member feedback. The Sample #1 in Appendix E shows how a CEO can let members know that their voice is being heard at the highest levels of the organization and that their feedback makes a difference. You can also choose who receives a particular appreciation message. For example, you could give a $25 referral coupon only to those respondents giving a high MXPromoter score. See Sample #2 in Appendix E for an example.

Rewards for Participation If you’d like to reward your members for participating, MemberView™ can automate the process for you. We have a relationship with the following e-gift card providers:

Amazon

Starbucks

Tango Digital Rewards

Global Virtual VISA® In addition, we can assist you in automating your own custom reward such as a donation to a credit union charity or a drawing. You choose from the following options for distributing your rewards:

All Completed Respondents: Everyone who completes the survey receives a reward. First X Number of Respondents: Only a set number of early respondents receive the reward. Drawing – Random Winner(s): One or more winners are randomly chosen from all respondents.

Since response rates tend to be fairly high without rewards, we recommend you start your program without offering rewards, and then add rewards for only those experiences for which you’d like to receive more feedback. Please consult with your MemberView™ onboarding concierge if you’d like to include a follow-up appreciation email or offer rewards.

Discussion Point: How will we brand our surveys? MemberView™ will brand all online surveys and email invitations with the credit union’s logo or service mark and brand color(s).


More extensive branding is available via HTML code, i.e., specific fonts, margins, etc. Nearly any area of a survey or a survey invitation can be designed in HTML.

An even more advanced feature is the ability to customize the survey user interface using CSS. With CSS customization your survey will "match" the look and feel of your website. Matching the look and feel of the survey to the website is likely to increase the response rate because the respondent will instantly recognize the context of the survey. You can customize every part of the survey user interface using CSS.

If you’d like to brand your survey beyond the basic branding, please contact your onboarding concierge. Your marketing department can supply us with HTML or CSS at no extra charge or we can generate code for you for an additional fee.

Discussion Point: What is our post-response strategy? One of the most powerful features of MemberView™ Voice of Member is its custom, instant alert system and its push to social feature. With MemberView™ Voice of Member you can be notified to contact members based on their responses. Here are three ways to use the instant alert system and push to social feature. Follow-up with Dissatisfied Members MemberView™ Voice of Member allows you to customize low score alerts so that you can identify potential defectors. Here are some of the most common scores that credit unions use to set up alerts.

MXPromoter score below 7

MXEasy score below 4

Experience rating score below 4 Capitalize on Positive Member Responses MemberView™ Voice of Member includes a “push to social” feature that presents members who give the credit union a positive score the opportunity to push their comments to Facebook, Twitter, Google+, and Yelp. Here’s an example:

Most credit unions display this option for respondents that give them a 4 or 5 star rating.


Generate Sales Leads MemberView™ Voice of Member can automatically send your outbound call center or marketing department a list of sales leads when a member requests more information. Please go to Appendix F now to design your post-response survey strategy. Remember, you can always add to or change your strategy as your Voice of Member program develops.


Session #4 Purpose: Plan for role-based reporting.

Discussion Point: How should we assign role-based access to report results? MemberView™ Voice of Member allows for role-based reporting within MXProdigy, our online reporting portal. There are three levels of access to your MemberView™ Voice of Member reports:

Executive Level Access - allows users to view survey data for all employees. Mid-Level Access - allows users to view survey data for specified teams and coaches. Coach/Manager Level Access – allows users to view survey data for the employees of a specified branch/department.

Preparing Your Employee and Role-based Access List Your MemberView™ Voice of Member onboarding concierge will provide you with an Excel spreadsheet template to use to compile your employee list. This template will also be used to customize the reporting access for your credit union in MemberView™ Voice of Member.

1. Using the template, start your list by including the employees who interact with members for the experiences you are surveying. For example, include all loan officers if you are surveying the Consumer Loan experience, frontline employees if you are surveying Transaction experiences, etc.

2. Identify the staff member that would coach each employee on the list and add that name in the

“Coach” column for that employee. The coach is the person who would be responsible for reviewing the employee’s survey results. (NOTE: A manager or supervisor is usually considered a “coach.”)

3. Since branch managers and other supervisors may be surveyed from time to time, add each

employee listed in the “Coach” column from step 2 as an employee on the list. Include the same information as other employees including their coach (typically a regional manager or an executive). Also include Coach in the Reporting Access column and include their email address. If you’d prefer to let branch managers and other supervisors see their own results and have them included with the results of their team, put their own name in the “Coach” column. See the last Coach listed in the sample spreadsheet below for an example of this.

4. Identify staff members that should have Mid-Level access to MemberView™ Voice of Member

reporting. Since the Coach level only shows the results for employees assigned to that coach, it


is possible that a manager may need a higher level of access. For example, request Mid-Level access for a manager who is over several other managers and needs to review the results for those teams, or someone who oversees two or more areas (i.e., a branch manager who is assigned as a coach to the branch’s MSRs and loan officers, but needs to be able to see the branch teller results as well, even though there is another coach reviewing those scores.) Once identified, add the Mid-Level manager’s name and email address to the list, and put Mid-Level in the Reporting Access column. Then in the last column labeled “Mid-Level Coach Names”, add the names of the Coaches whose employees’ results the manager should see on their reports. They will only see the results for the employees of the coaches that are indicated.

5. Complete the list by adding any staff members that should have Executive access. Include their

name and email address as well as Executive in the Reporting Access column. As mentioned above, Executives will see results for all employees reporting to all Coaches on their reports. If a staff member has been assigned as a coach for an employee, but should also have Executive access, please indicate that on the list.

Here’s an example:

Branch/Dept Position First Name Last Name Coach Reporting Access Email Address Mid-Level

Coach Names

Birch Street Branch

MSR Cathy Washington Ellis Turner ---- ---- ----

Birch Street Branch

Teller Robert Hearn Ellis Turner ---- ---- ----

Call Center CS Rep Sandy Sargent Bob Wright ---- ---- ----

Lending Loan Officer Lynn Jones Jacquelyn Smyth

---- ---- ----

Main Branch Teller Dot Smith Lindsey Doe ---- ---- ----

Allen Branch Teller Ted White Kathy Jensen ---- ---- ----

Allen Branch Teller Supervisor Kathy Jensen Coach ---- [email protected] ----

Dobbs Branch

Head Teller Eleanor Valdez Coach ---- [email protected] ----

Birch Street Branch

Head Teller Ellis Turner Ellis Turner Coach [email protected] ----

Call Center CS Manager Bob Wright Bob Wright Coach [email protected] ----

Lending Loan Officer Jacquelyn Smyth Ruth Owens Coach [email protected] ----

Main Branch Head Teller Lindsey Doe Lindsey Doe Coach [email protected] ----

Birch Street Branch

Branch Manager AnneMarie Evans ---- Mid-Level [email protected] Ellis Turner, Bob Wright

---- Regional Manager Dan Washington ----

Mid-Level

[email protected] Jacquelyn Smith, Lyndsey Doe, Kathy Jensen, Eleanor Valdez

---- CEO Joannie Chachi ---- Executive [email protected] ----

---- VP of Lending Ruth Owens ---- Coach/Executive [email protected] ----

---- Director of Branch Operations

Kate LeWay ---- Executive [email protected] ----

6. Send the completed list to your MemberView™ Voice of Member onboarding concierge when

complete.


Ongoing Employee List Maintenance To insure employee data in MemberView™ Voice of Member is current, send an updated employee list with highlighted changes to your client manager each month. This will allow timely updates of any employee or manager additions, terminations, departmental moves, or other changes. Your client manager will work with you to determine the timing and format for the updates.


Session #5 Purpose: Plan for data extraction and transfer.

Discussion Point: How will we generate and upload member lists? If your credit union is sending email invitations or conducting outbound, automated phone calls, please provide a list of members to email or call. Plan to generate one list for each member experience type you’re including in your MemberView™ Voice of Member program. Return to the Member Experience Planning worksheets you prepared in Sessions 1 and 2 as you conduct this session. Determine Which Members Will Receive Survey Invitations For each experience type, decide which members will receive survey email invitations or phone calls. For example, if you have a 90-day new member onboarding process, you might decide to send a survey invitation to each new member at their 90-day anniversary. You’ll also need to determine which members to suppress when you generate your lists. Most credit unions scrub the list to insure board members, current employees, and former employees are not included. Also exclude any member records that do not have an email address for email surveys. We will do additional list scrubbing to eliminate duplications, members who’ve opted out of the survey in the past, and members who’ve received a transaction survey in the last 6 months. The example below shows how one credit union determined which members to include and exclude from its new member experience surveys.


Special Consideration for Lending Surveys If your credit union is surveying members about their lending experience, you’ll want to consider carefully who will get the surveys. Here are some discussion points:

Do we want to survey members whose loans were denied? If your credit union wants feedback from members whose loans were denied, MemberView™ Voice of Member gives you the option to report those results offline on a monthly basis. Many credit unions choose this option because they don’t want employees to get a low score because a member is feeling upset because of the denial.

Do we want to survey members whose loans were dropped? We recommend surveying all members who applied for a loan and were approved, even if the loans were never closed. Credit unions sometimes find that the member never followed through because a Web application was submitted and no one followed up or the member got the loan elsewhere.

Do we want to survey indirect lending members? We recommend creating a separate survey for indirect lending rather than including indirect lending in your consumer loan survey. This will allow your credit union to determine which dealerships reflect your brand well.

Decide How Often to Upload Lists The frequency of uploading member lists depends on the experience type. For surveys about everyday experiences such as transactions, it’s best to send out emails frequently as members will tend to forget which employee assisted them if the email isn’t sent promptly. For teller transactions and contact center interactions we recommend uploading files each weekday. The Monday file will include all transactions done the previous Friday, Saturday and Sunday the remaining files for the week will include the previous day’s transactions. Loan experience surveys are not as time sensitive. Depending on the volume of loans closed, the recommendation is to upload files monthly or bi-weekly. Members are very likely to remember the loan officer who assisted them even if some time has passed. The same holds true for financial planning experience surveys. Here’s a list of common member experience types and the recommended member data upload frequency:

Experience Type Recommended List Upload Frequency

Getting a consumer loan Bi-weekly or Monthly

Completing a basic teller transaction Each week day

Opening a new deposit account Weekly or Bi-weekly

Getting a mortgage loan Bi-weekly or Monthly

Solving a problem via the credit union’s contact center

Each week day

Joining the credit union Bi-monthly or Monthly

Using the credit union’s website Typically done via web intercept or Monthly

Using the credit union’s mobile app Typically done via mobile app intercept or Monthly

Working with a financial planner Monthly


Working with an insurance representative Monthly

Getting a business loan Bi-weekly or Monthly

Once you’ve determined the frequency of file uploads for each experience you’re measuring, return to your Member Experience Planning Worksheets and check one of the boxes in the far right column. You will also need to determine the timing of when the files will be uploaded. For monthly files, we suggest you provide your member list files on the first business day of the month. For bi-weekly files, select one day of the week and plan to upload the file the same day every other week. Surveys will be sent to members the next weekday after the file has been uploaded. Preparing Files for Uploading Your team should plan to work with your information technology or database management staff to determine which member information to extract. The table below shows which information is commonly included for the most common member experience types. Please consult with your MemberView™ Voice of Member onboarding concierge for other experience types.

Experience Type Data Fields

Getting a consumer loan Member Email Address (email invitations only) Member Phone Number (outbound phone surveys only) Member First Name Member Last Name Date of loan Type of loan Branch Name Delivery Channel of Origination (i.e., in-branch, Web, etc.) Loan Originator Name (employee name or web, etc.) Loan Processor Name (employee or automated) Loan Closer Name Custom Variable(s) that were chosen on question selection form


Completing a basic teller transaction Member Email Address (email invitations only) Member Phone Number (outbound phone surveys only) Member First Name Member Last Name Date of transaction Type of account Branch Name (where transaction was completed) Delivery Channel Employee Name Custom Variable(s) that were chosen on question selection form

Opening a new deposit account Member Email Address (email invitations only) Member Phone Number (outbound phone surveys only) Member First Name Member Last Name Date account was set up Type of account Branch Name Delivery Channel Employee Name Custom Variable(s) that were chosen on question selection form

Getting a mortgage loan Member Email Address (email invitations only) Member Phone Number (outbound phone surveys only) Member First Name Member Last Name Date of loan Type of loan Branch Name Delivery Channel of Origination (i.e., in-branch, Web, etc.) Loan Originator Name (employee name or web, etc.) Loan Processor Name (employee or automated) Loan Closer Name Custom Variable(s) that were chosen on question selection form

Solving a problem via the credit union’s contact center

Member Email Address (email invitations only) Member Phone Number (outbound phone surveys only) Member First Name Member Last Name Date of interaction Type of account Branch Name


Delivery Channel Employee Name Custom Variable(s) that were chosen on question selection form

Joining the credit union Member Email Address (email invitations only) Member Phone Number (outbound phone surveys only) Member First Name Member Last Name Date membership was set up Branch Name Delivery Channel Employee Name Custom Variable(s) that were chosen on question selection form

Using the credit union’s website Typically done via web intercept

Using the credit union’s mobile app Typically done via mobile app intercept

Working with a financial planner Member Email Address (email invitations only) Member Phone Number (outbound phone surveys only) Member First Name Member Last Name Date of interaction Branch Name Delivery Channel Employee Name Custom Variable(s) that were chosen on question selection form

Working with an insurance representative Member Email Address (email invitations only) Member Phone Number (outbound phone surveys only) Member First Name Member Last Name Date of interaction Branch Name Delivery Channel Employee Name Custom Variable(s) that were chosen on question selection form

Getting a business loan Member Email Address (email invitations only) Member Phone Number (outbound phone surveys only) Member First Name Member Last Name Date of loan Type of loan Branch Name


Delivery Channel of Origination (i.e., in-branch, Web, etc.) Loan Originator Name (employee name or web, etc.) Loan Processor Name (employee or automated) Loan Closer Name Custom Variable(s) that were chosen on question selection form

Your MemberView™ Voice of Member onboarding concierge will provide file templates for each experience member data file as well as work with your information technology or database management staff as needed to determine how to extract data and upload the files. You should also provide your information technology staff with the information in Appendix G explaining the format for the files and the uploading process. Your credit union can send the files as Excel or csv files. Here’s an example of an Excel worksheet submitted by a credit union for sending a mortgage lending survey via email invitation. Note that the credit union wants to track the member’s age in the background of the survey as a custom, embedded variable so the member’s date of birth is included in the file.

Unique Member Identifiers

MemberView™ does not require or accept sensitive member data such as social security numbers and account numbers. If you’d like to append your MemberView™ Voice of Member survey results to member records in your MCIF or core processor, please generate a unique identifier to allow surveys in MemberView™ Voice of Member to be identified accordingly. The identifier will be available within MemberView™ Voice of Member reporting to allow you to tie back survey responses to corresponding data within your core processor.


Touchpoints:

Experience:

Touchpoints:

Experience:

Touchpoints:

Experience:

Appendix A: Member Journey Map

Experience:

Persona:

Delivery Channels

Delivery Channels

Delivery Channels

Emotions

Emotions

Emotions


Appendix B: Member Experience Planning Worksheet

Experience

Name or Description Delivery Channels

(Check all that apply.) Roles

(Check all that apply.) Listening Posts

(Check all you want to use.) Members to Include

and Exclude

Data Upload Schedule (email and

phone surveys only)

□ In-branch

□ Drive-thru

□ Telephone

□ Email

□ Chat

□ Web

□ Mobile

□ Kiosk

□ ATM

□ Personal Teller Machine

□ Other____________

□ Other____________

□ Pre-Qualifier Role

□ Originator Role

□ Processor Role

□ Closer Role

□ Follow-up Role

□ Email invitation to online survey

□ Inbound phone survey

□ Outbound phone survey

□ In-branch tablets

□ Mobile app link

□ Web opt-in tab

□ Web intercept (pop-up or exit survey)

□ Receipt link or QR code

□ In-branch signage with QR code

□ Other _____________

□ Check here if this survey will be made accessible to all members (e.g., website feedback tab)

Members to include: Members to suppress:

□ Mon., Tues, Wed.

□ Weekly

□ Bi-weekly

□ Monthly


Appendix C: Email Invitation Design FROM ADDRESS:

□ Please indicate the email address at your credit union that will appear in the “From” address of the email. We recommend avoiding generic email addresses such as [email protected]; [email protected]; [email protected]; [email protected]; [email protected]. You’ll get the best response by using an employee’s email address.

____________________________________________________________________________

SUBJECT LINES:

□ Thanks for your [Experience Type] with [Credit Union Name]. Tell us how we did.

□ How was your [Experience Type] experience at [Credit Union Name], [Member Name]?

□ Give [Credit Union Name] your feedback - get a $5 Starbucks gift card.

□ Take [Credit Union Name’s] short survey and we’ll give $5 to Credit Unions for Kids

□ The CEO of [Credit Union Name] would like to hear about your recent [Experience Type].

□ Request from the CEO of [Credit Union Name] for your opinion

□ An Invitation from [Credit Union Name] to complete a short survey

□ [Member Name], [Credit Union Name] needs your opinion on our service

□ Create your own subject line: ______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

_____________________________________________________________________________

GREETING/HEADLINE/BODY:

□ Tell us how we did. Thank you for your recent transaction with [Credit Union Name]. We hope our staff provided you with the first-class service we’re known for.


We’d love it if you clicked on the link below to tell us how [Employee Name] did on [Date of Transaction]. The survey takes just 3 minutes to complete. SURVEY START BUTTON HERE Start the survey now, and then receive a $5 Starbucks e-gift card when you finish. It’s our way of thanking you for helping us continue to provide the very best service to you.

□ Take our survey now, and we’ll donate $5 to Credit Unions for Kids. Thank you for your recent loan with [Credit Union Name]. We’d love to hear about your experience. The survey takes just 3 minutes to complete. SURVEY START BUTTON HERE Start the survey now, and we’ll donate $5 to Credit Unions for Kids when you finish. Thank you for helping us improve our service and for your support for Credit Unions for Kids, a member-driven charity that supports 170 Children’s Miracle Network Hospitals.

□ Your opinion matters. Thank you for your recent transaction with [Credit Union Name.] We’d love it if you clicked on the link below to tell us how [Employee Name] did on [Date of Transaction]. The survey takes just 3 minutes to complete. SURVEY START BUTTON HERE We’ll combine your feedback with that of other members to continually innovate and improve. Your feedback will help us build a better credit union for you.

□ We’d like to hear about your recent [Experience Type] at [Credit Union Name]. Please let us know how we’re doing, by taking our short, 3-minute survey. Your feedback will help us improve our service to you and all of our members. SURVEY START BUTTON HERE We know you have many choices for financial services, and we thank you for trusting us with your business.

□ The CEO of [Credit Union Name] would like to hear about your recent [Experience Type].


As CEO of [Credit Union Name], I do a lot of listening to members. I’d like to know about your [Experience Type] on [Date] with [Employee Name]. I want to let you know that your feedback has an important impact. Here are some changes we’ve made in the last six months based on input from our members:

We’ve added Saturday hours to the Birch Street Branch location.

We’ve made the instructions more user-friendly for all of our online account applications.

We’ve made it easier for online banking users to download transactions into QuickBooks.

We’ve created a lending packet that helps our members organize all of their loan documents in one place.

We’ve made it possible for new members to join the credit union online.

We’ve added lighting at the Jones Street Branch drive-thru.

SURVEY START BUTTON HERE I hope this shows how your feedback directly impacts our decisions on the services we offer to you. I deeply appreciate your time and your membership.

□ Create your own email invitation body: ______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________


______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

SIGNATURE

□ With appreciation,

□ Sincerely,

□ Thank you,

□ Create your own: _______________________________________________________________

Name ____________________________________________________________________________

Title _____________________________________________________________________________

FOOTER

□ This message has been brought to you by [Credit Union Name]. Reminder: Never provide personal information including social security or account numbers in an email. [Credit Union Name] will never require you to send your personal information such as account numbers, passwords, or PINs within an email message, or require you to click on a link to provide personal information. If you receive suspicious email claiming to be from [Credit Union Name] please forward to __________________________________ [Credit union email address].

This email was sent to you by Constance Anderson & Associates, a credit union research firm on behalf of [Credit Union Name]. For technical help with this survey, please send an e-mail to: [email protected].


If you have additional questions about the survey or would like to verify its authenticity, please contact [Credit Union Name] at _________________________________ [Credit Union email address or ____________________ [Credit Union phone number]. Unsubscribe


Appendix D: Sample Survey Design Form

Consumer Lending Survey Design Form

Listening Post

Please make a copy of this question selection form for each listening post you will establish for the consumer lending survey.

□ Email invitation to online survey

□ Inbound phone survey

□ Outbound phone survey

□ In-branch tablets

□ Mobile app link

□ Web opt-in tab

□ Web intercept pop-up or exit survey

□ Receipt link or QR code

□ In-branch signage with QR code

Please tell us all of the ways an existing member can apply for a new consumer loan at your credit union. Please do not include indirect lending on this survey.

□ In-person at a branch

□ Via a live telephone representative

□ Online

□ Other (Please list _______________________________________________________)




Please tell us how consumer loans are processed at your credit union.

□ Automated decisioning allows the originator to immediately render a decision.

□ A processing department reviews each loan prior to decision.


□ Our credit union uses a combination of automated decisioning and loan officer review. (Please

describe the process briefly below:

□ Other (Please describe _______________________________________________________)

Please tell us how consumer loans are disbursed or closed at your credit union.

□ In-person at a branch

□ Via a live telephone representative

□ Online

□ U.S. Mail




Survey Introduction

You may choose to use one of our standard survey introductions below or customize it to reflect your credit union’s brand.

□ Your opinion as a ______________________ Credit Union member is valuable to us. We hope you’ll take a few minutes to share your thoughts on your recent loan experience with us.

This survey takes less than ________ minutes to complete. The bar at the top of the page shows your progress.

Please start the survey now by clicking Continue.

□ Please tell us how we did during your loan experience with us. Your scores will be combined with those from other members and shared with the credit union staff. It’s part of our ongoing effort to serve you better.




□ Thank you for participating in this survey about your recent loan with ______________ Credit Union. We value your honest feedback and appreciate your taking the time to complete this survey.



□ Create your own introduction: ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Option to Add Incentives: (Check one if you want to include a reward.) At the end of this survey you will:

□ have the opportunity to enter our quarterly drawing for _______________________.

*No purchase or survey completion necessary to enter to win. The drawing begins at 12:00 midnight ET on the first

day of each quarter and ends at 12:00 midnight ET on the final day of each quarter. Open to ____________Credit Union members who are legal residents of the 50 U.S. States (+DC) who are 18 years of age or older and who have a valid email address at the time of entry. Void where prohibited.

□ receive a $____ ($1 to $1000) Amazon.com e-gift card.

□ receive a $____ ($5 to $500) Starbucks e-gift card.

□ receive a $____ ($1 to $5000) Tango digital reward card to spend at over 25 retailers or donate to a non-profit.

□ receive a $____ ($25, $50, $100, $250, $500) Global Virtual VISA®.

□ receive a coupon for _________________________ (credit union-specific reward).

□ Other ______________________________________________________________.


Behavioral Loan Origination Questions

The scored responses to the questions in this section are assigned to the credit union representative who took the loan application. We recommend choosing or creating 2 to 4 questions. The ►symbol in front of the question indicates it is chosen frequently by credit unions.

What you’d like to know… Select a question or create your own. Did the credit union representative who took the loan application make a positive impression on the member?

□ Was the credit union representative who took your loan application polite? (Rating scale 5 to 1) Question ID: CLO1

□ Was the credit union representative who took your loan application friendly? (Rating scale 5 to 1) Question ID: CLO2

□ ►Did the credit union representative who took your loan application give you his/her full attention? (Rating scale 5 to 1) Question ID: CLO3

□ ►Was the credit union representative who took your loan application professional? (Rating scale 5 to 1) Question ID: CLO4

□ Did the credit union representative who took your loan application provide you with a business card or other contact information? Question ID: CLO5

□ Create your own question: ________________________________________________________________________________________________________________________________________________________________________________________________________________________

Did the credit union representative act in the member’s best interest?

□ ►Did the credit union representative who took your loan application ask you questions to determine your financial needs? (Yes/No) Question ID: CLO6

□ Did the credit union representative who took your loan application listen to your needs? (Yes/No) Question ID: CLO7

□ Did the credit union representative who took your loan application ask you about your financial goals? (Yes/No) Question ID: CLO8

□ ►Did the credit union representative who took your loan application explain all of your options to you for the loan? (Yes/No) Question ID: CLO9

□ Did the credit union representative who took your loan application take the time to explain the best product for your individual


situation? (Yes/No) Question ID: CLO10

□ ►Did the credit union representative who took your loan application tell you what to expect during the loan process? (Yes/No) Question ID: CLO11

□ Did the credit union representative who took your loan application seem to care about you and your financial well-being? (Rating scale 5 to 1) Question ID: CLO12

□ Did the credit union representative who took your loan application make you feel like an individual and not “just another number”? (Rating scale 5 to 1) Question ID: CLO13


Was the credit union representative knowledgeable?

□ Was the credit union representative who took your loan application knowledgeable regarding your loan? (Rating scale 5 to 1) Question ID: CLO14

□ ►Was the credit union representative who took your loan application knowledgeable and able to answer any questions or address any concerns you may have had? (Rating scale 5 to 1) Question ID: CLO15



Behavioral Loan Processing Questions The scored responses to the questions in this section are assigned to the credit union employee or third party who processed the loan. We recommend choosing 1 question. If your credit union has automated decisioning for all or most consumer loans, do not choose any questions from this section. The ►symbol in front of the question indicates it is chosen frequently by credit unions.

What you’d like to know… Select a question or create your own. How did the member feel about the turnaround time?

□ ►Was the time required to approve your loan reasonable to you? (Rating scale 5 to 1). Question ID: CLPQ1

□ How would you assess the time it took to approve your loan? (Rating scale 5 to 1). Question ID: CLPQ2

Did the loan processor communicate with the member?

□ ►If you called with questions during the loan approval process, were your calls answered or returned in a timely manner? (Yes/No) Question ID: CLPQ3

□ Were you kept up-to-date while your loan request was being reviewed? (Yes/No/NA) Question ID: CLPQ4

□ How would you assess the level of communication you received from your loan officer? (Rating scale 5 to 1) Question ID: CLPQ5



Behavioral Loan Closing Questions

The scored responses to the questions in this section are assigned to the credit union representative who closed or disbursed the loan. We recommend choosing or creating 1 or 2 questions. The ►symbol in front of the question indicates it is chosen frequently by credit unions.

What you’d like to know… Select a question or create your own. Did the credit union representative make a positive impression?

□ Was the credit union representative who finalized your loan polite? (Rating scale 5 to 1) Question ID: CLC1

□ Was the credit union representative who finalized your loan friendly? (Rating scale 5 to 1) Question ID: CLC2

□ Did the credit union representative who finalized your loan give you his/her full attention? (Rating scale 5 to 1) Question ID: CLC3

□ Was the credit union representative who finalized your loan professional? (Rating scale 5 to 1) Question ID: CLC4

□ Did the credit union representative who finalized your loan provide you with a business card or other contact information? (Yes/No) Question ID: CLC5


Was the credit union representative knowledgeable?

□ Was the credit union representative who finalized your loan knowledgeable regarding your loan? (Rating scale 5 to 1) Question ID: CLC6

□ ►Was the credit union representative who finalized your loan knowledgeable and able to answer any questions or address any concerns you may have had? (Rating scale 5 to 1) Question ID: CLC7

□ Did the credit union representative who finalized your loan take the time to review the terms, interest rate, payment amount and due date, number of payments, etc.? (Y/N) Question ID: CLC8



Did the credit union representative cross-sell?

□ ►Did the credit union representative who finalized your loan mention a product or service in addition to your loan (e.g., another loan, checking account, or any other service that might benefit you?) (Yes/No) Question ID: CLC9

□ ►Did the credit union representative who finalized your loan offer you payment protection? (Yes/No) Question ID: CLC10

□ Did the credit union representative who finalized your loan offer you Gap Protection? (Yes/No) Question ID: CLC11

□ Did the credit union representative who finalized your loan offer you extended warranty coverage? (Yes/No) Question ID: CLC12

□ Did the credit union representative who finalized your loan ask if there was anything else he or she could do to assist you? (Yes/No) Question ID: CLC13


Did the credit union representative who closed the loan show appreciation to the member?

□ Did the credit union representative who finalized your loan thank you? (Yes/No) Question ID: CLC14

□ Did the credit union representative who finalized your loan show appreciation to you? (Yes/No) Question ID: CLC15

□ ►Did the credit union representative who finalized your loan make you feel like a respected and valued member of the credit union? (Rating scale 5 to 1) Question ID: CLC16


Do members trust this credit union representative?

□ ►I would contact the same credit union representative again for my next loan. (Rating scale 5 to 1) Question ID: CLC17

□ The credit union representative was an advocate for me during the process. (Rating scale 5 to 1) Question ID: CLC18




Behavioral Member Follow-up Questions

The scored responses to the questions in this section are assigned to the account representative who closed the loan or can be assigned to another employee if account follow-up is completed by your contact center or other department. The ►symbol in front of the question indicates it is chosen frequently by credit unions.

What you’d like to know… Select a question or create your own. Did the member receive any follow-up?

□ Did the credit union representative who finalized your loan follow-up with you after you left the credit union to make sure everything was going smoothly with your new loan? (Yes/No) Question ID: CLF1

□ Did the credit union representative who finalized your loan call you to follow-up with you? (Yes/No) Question ID: CLF2

□ Did the credit union representative who finalized your loan send you a thank-you note to show his/her appreciation? (Yes/No) Question ID: CLF3

□ Did the credit union representative who finalized your loan call you or email you to follow-up? (Yes/No) Question ID: CLF4

□ Did the credit union representative who finalized your loan contact you to let you know about other credit union products and services that could benefit you? (Yes/No) Question ID: CLF5



Process Questions

The scored responses to the questions in this section are not assigned to an employee, but will help your credit union improve processes that impact the member experience. We recommend choosing or creating 1 or 2 questions. The ►symbol in front of the question indicates it is chosen frequently by credit unions.

What you’d like to know… Select a question or create your own. Was the process of applying for the loan simple?

□ How simple was it to apply for your loan? (Rating scale 5 to 1) Question ID: CLP1

□ ►How easy was it to apply for your loan? (Rating scale 5 to 1) Question ID: CLP2


How did the member feel about the time it took to apply for the loan?

□ Was the time required to apply for your loan reasonable to you? (Rating scale 5 to 1). Question ID: CLP3

□ How would you rate the time it took to apply for your loan? (Rating scale 5 to 1). Question ID: CLP4


How convenient was it for the member to schedule the closing?

□ How convenient was it for you to schedule your loan closing? (Rating scale 5 to 1 with NA) Question ID: CLP5

How easy was it for the member to apply for the loan online? (Web originations only.)

□ How easy was it for you to find the loan application on the credit union’s website? (Rating scale 5 to 1) Question ID: CLP6

□ How clear were the instructions for completing the online loan application? (Rating scale 5 to 1) Question ID: CLP7

□ Would you apply for another loan if you had the need via the credit union’s online loan application? (Y/N) Question ID: CLP8

□ How simple was it to complete the online loan application? (Rating scale 5 to 1) Question ID: CLP9


□ Were you able to complete the online loan application in one session? (Y/N) Question ID: CLP10

□ After submitting your online application, how soon did you receive initial contact from a representative of the credit union? (Rating scale 1 to 5 with N/A) Question ID: CLP11


Overall Experience Questions

The scored responses to the questions in this section are not assigned to an employee, but will help your credit union understand how member feel about the lending experience. We recommend choosing or creating 1 or 2 questions. The ►symbol in front of the question indicates it is chosen frequently by credit unions.

What you’d like to know… Select a question or create your own. How do members feel, in general, about the lending experience?

□ ►How would you rate you rate your overall experience in obtaining this loan? (Rating scale 5 to 1) Question ID: CLOQ1

□ To what extent would you say you had an exceptional experience in obtaining this loan? (Rating scale 5 to 1) Question ID: CLOQ2

□ ►How would you compare this experience to similar experiences at other financial institutions? (Rating scale 5 to 1) Question ID: CLOQ3

□ How likely are you to contact the credit union for your next loan? (Rating scale 5 to 1) Question ID: CLOQ4


Was the branch atmosphere welcoming to the member?

□ If you visited the credit union during the loan process, did you feel like a welcome guest while you were in the credit union? (Rating scale 5 to 1/NA) Question ID: CLOQ5


Based on his or her experience, would the member recommend the credit union to others?

MemberView™ comes with a standard MXPromoter question and an open-ended follow-up question:

Based on your loan experience, how likely are you to recommend the credit union to a friend or colleague? Question ID: CLOQ5

What is the most important reason for your score? Question ID: CLOQ6


How easy is it for members to do business with the credit union? Does the credit union meet or exceed the members’ expectations for ease of use?

MemberView™ comes with two standard MXEasy questions and open-ended follow-up questions:

How easy did you expect the credit union would make the lending process for you? Question ID: CLOQ7

How easy did the credit union actually make the lending process for you? Question ID: CLOQ8

What's one thing we could have done to make this experience easier for you? (for scores of 1, 2, 3, 4, or 5) Question ID: CLOQ9


Optional Marketing Questions

MemberView™ Voice of Member comes with a separate report to help your credit union understand member behavior in order to develop more effective marketing campaigns and build stronger relationships with members. We recommend limiting the questions you choose or create to one question initially. Your credit union can change this question periodically. For a complete list of marketing questions, please consult your MemberView™ onboarding concierge or refer to Appendix E. The ►symbol in front of the question indicates it is chosen frequently by credit unions.

What you’d like to know… Select a question or create your own. Why did the member choose the credit union for this loan?

□ ►Please tell us why you chose the credit union for this loan. (Check all that apply.) (Multiple-answer question) Question ID: LM1

o Better rates o Simpler application process o Better member service o Recommendation from the staff of _______________ Credit Union o Recommendation from a family member, friend, or co-worker o An advertisement I saw or a promotion I received o More convenient branch locations o Faster approval time o Better loan products o Better online application process o Better hours o Other ___________________________________


What other banking relationships does the member have?

□ Please tell us what other financial institutions you use. (Multiple-answer question) Question ID: M1

(List your competitors below.)

□ Please tell us which financial institution you consider to be your primary financial institution. (Single-answer question) Question ID: M2

o ___________________________ Credit Union o Other ________________________________.



Do members consider the credit union to be their primary financial institution?

□ ►Do you consider the credit union to be your primary financial institution? (Yes/No) Question ID: M3

□ Do you think of the credit union as your primary financial institution, that is, the place where you do all or most of your banking? (Yes/No) Question ID: M4

□ ►We’d like to be your primary financial institution. Please tell us what it would take to become your primary financial institution. (Multiple-answer question) Question ID: M5

You are already my primary financial institution (Use this if this question is not combined with M4 above.)

Show me how switching financial institutions is easy

Show me how I will save more money with credit union products and services.

Show me how I will make more money with credit union products and services.

Show me how credit union services are more convenient.

Other _________________________________________



Optional Cross-Tab Variables

MemberView™ Voice of Member comes with up to variables that you can either embed in the survey or ask as a question.

These can help your credit union understand the relationship between member demographics, member account relationships, and the member experience. Choose variables below; however, remember that unless they are embedded in the survey, these questions will contribute to the overall length of the survey and can create member fatigue.

What you’d like to know…

Check here to include as a question.

Check here to embed as a variable.

What type of account relationship does the member have with the credit union?

□ Please tell us how many accounts you and members of your immediate household have with the credit union. Question ID: CT1

□ Create your own variable: _________________________________________________________________________________________________________________________________________________________________

□ We will supply accounts per member information.

What channel did the member use for completing this transaction?

□ Please tell us where you applied for this loan. (i.e., in a credit union branch, telephone, online, etc.) Question ID: CT7

□ We will supply the delivery channel the member used for the transaction.

How do members feel about the experience based on demographic characteristics?

□ Please tell us your age. Question ID: CT3

□ Please tell us your gender. Question ID: CT4

□ Please tell us your annual household income. Question ID: CT5

□ Please tell us the zip code of your home address. Question ID: CT6

□ We will supply member birth date or age.

□ We will supply member gender.

□ We will supply member income.

□ We will supply member zip code.


Survey Conclusion Options

MemberView™ Voice of Member comes with a sales lead notification system. Your marketing or sales department will receive an instant email when a member requests additional information. The ►symbol in front of the question indicates it is chosen frequently by credit unions.


□ ►At _____________________________ Credit Union we take your feedback seriously. We read every comment our members provide and use the feedback to continually improve the member experience and to reward and coach employees. What else would you like us to know either about the employee who served you or your transaction experience in general? Question ID: SC1

Does the member have anything else he/she would like to say?


□ ►Would you like a representative of _________________ Credit Union to contact you regarding this transaction or to provide you information about additional products or services offered by the credit union? (Multiple-answer question) Question ID: SC2

□ No. I do not need a representative to contact me.

□ Yes. Please have someone contact me regarding this loan.

□ Yes. Please have someone contact me about additional products or services.

□ Create your own open-ended question: ________________________________________________________________________________________________________________________________________________________________________________________________________________________

□ If you would like, please provide your contact information. (First Name, Last Name, Phone, Email) Question ID: SC3

□ Create your own request for follow-up question: ________________________________________________________________________________________________________________________________________________________________________________________________________________________

Does the member want follow-up contact?


Thank you message options

□ Thank you for taking this survey! We know that your time is valuable, so we really appreciate you taking the time to complete our online survey. We are very excited to hear your comments and ideas, and to use your feedback to continually improve the member experience. Question ID: TTY1

□ Include this message at the end of the survey.

□ Send this message as part of a follow-up email.

□ Show this message to all respondents.

□ Show this message only to these respondents:

__________________________________

□ We’re listening.

Thanking you for taking the time to complete this survey. We appreciate your taking the time to let us know how we can improve. If you requested a follow-up reply, a member service representative will contact you within one business day. Question ID: TTY2





__________________________________

□ We’re listening.

Thanking you for taking the time to complete this survey. Your feedback has an important impact. Here are some changes we’ve made in the last six months based on input from our members:

List improvement.

List improvement.

List improvement.

List improvement.

List improvement.

List improvement.

Please select the “thank you” message(s) from the list at the right or create your own. Please indicate whether you’d like to post this message at the end of the survey or in a follow-up email. Indicate whether every member who takes the survey will receive this message or only a select group of respondents.


We appreciate your taking the time to let us know how we can continually improve our service to you. Question ID: TTY3





__________________________________

□ Thank you for taking this survey!

By participating in this survey, you made your voice heard and helped to shape the future of ____________________Credit Union’s member experience. Question ID: TTY4





__________________________________

□ Thank you!

We know your time is important, and appreciate you taking a few minutes to complete our survey. Your voice helps us create a world-class member experience at ______________________Credit Union. Question ID: TTY5





__________________________________

□ Thank you for taking this survey!

Your feedback is essential to our work at


_______________________Credit Union. Question ID: TTY6





__________________________________

□ Thank you for taking the time to complete this online survey regarding your recent experience at _____________________Credit Union.

We will use this information to do everything possible to create an extraordinary experience for each of our members. Question ID: TTY7





__________________________________

□ Thank You For Taking the Time to Complete This Survey

Your feedback is instrumental in helping us at _________________ Credit Union refine our processes and continually improve our member service. Question ID: TTY8





__________________________________

□ Thank You For Taking the Time to Complete This Survey

Thank you for taking the time to complete our online survey. And thank you for your willingness to refer us to others.


____________________ Credit Union is growing because of referrals from members like you, and we thank you for letting your friends, family and co-workers know about our service. We promise to give them the same great service!

To show our appreciation, for every new member you send to us, we’ll give you $25. Just print the referral coupon below and then hand as many copies as you wish to your friends, family and co-workers. When they bring the coupon to a branch and open a membership, we’ll automatically credit your account for $25.

Thank you again for your feedback, your referrals, and your membership. Question ID: TTY9





__________________________________

□ Thank You For Taking the Time to Complete This Survey Please accept the _______________________ gift card below as a token of our appreciation. Gift card appears here. To redeem your gift card, follow these steps: (MemberView™ will supply instructions and disclaimers.) Question ID: TTY10





__________________________________


□ Create your own “thank you” message: ________________________________________________________________________________________________________________________________________________________________________________________________________________________





__________________________________


Appendix E: Sample Member Appreciation Post-Survey Emails Sample #1

SUBJECT LINE: Thank you from the CEO of [Credit Union Name] Dear [Name] Thank you for taking the time to complete our online survey. As CEO of [Credit Union Name], I do a lot of listening to our members. I want to let you know that your feedback has an important impact. Here are some changes we’ve made in the last six months based on input from our members:

We’ve added Saturday hours to the Birch Street Branch location.

We’ve made the instructions more user-friendly for all of our online account applications.

We’ve made it easier for online banking users to download transactions into QuickBooks.

We’ve created a lending packet that helps our members organize all of their loan documents in one place.

We’ve made it possible for new members to join the credit union online.

We’ve added lighting at the Jones Street Branch drive-thru. I hope this shows how your feedback directly impacts our decisions on the services we offer to you. I deeply appreciate your time and your membership. Sincerely, [CEO NAME], CEO [Credit Union Name]


Sample #2

SUBJECT LINE: Thank you from the CEO of [Credit Union Name] Dear [Name] Thank you for taking the time to complete our online survey. And thank you for your willingness to refer us to others.

[Credit Union Name] is growing because of referrals from members like you, and we thank you for letting your friends, family and co-workers know about our service. We promise to give them the same great service!

To show our appreciation, for every new member you send to us, we’ll give you $25. Just complete the referral coupon and then hand as many copies as you wish to your friends, family and co-workers. When they bring the coupon to a branch and open a membership, we’ll automatically credit your account for $25.

Thank you again for your feedback, your referrals, and your membership. Sincerely, [CEO NAME], CEO [Credit Union Name]

https://www.achievefinancialcu.com/Documents/November-2012-web-coupons.aspx


Appendix F: Post-Response Worksheet LOW SCORE ALERTS Please alert us if a member submits a survey with

□ MXPromoter Score below ______.

□ MXEasy Score below ______.

□ Experience Score below ______.

□ Other _______________________________________________________

□ Other _______________________________________________________

□ Other _______________________________________________________

□ Other _______________________________________________________ Email the alerts to the following address(s): Alerts can be sent to one or multiple email addresses.

_____________________________________________________________________________________

_____________________________________________________________________________________

_____________________________________________________________________________________

_____________________________________________________________________________________

_____________________________________________________________________________________

PUSH TO SOCIAL FEATURE

□ Please display the opportunity to post to social message when a member gives ______ or more stars.

Allow members to push their score and comments to these locations

□ Facebook _______________________________________________________________ (Example: www.facebook.com/samplecreditunion)

□ Twitter _________________________________________________________________ (Example: @samplecreditunion)

□ Google+ ________________________________________________________________ (Example: plus.google.com/samplecreditunion)


□ Yelp ___________________________________________________________________ (Example: www.yelp.com/samplecreditunion)

SALES AND MARKETING LEADS

□ Please alert us if a member submits a request for more information about a product or service.

Email the alert to the following address(s): Alerts can be sent to one or multiple email addresses.

_____________________________________________________________________________________

_____________________________________________________________________________________

_____________________________________________________________________________________

_____________________________________________________________________________________

_____________________________________________________________________________________


Appendix G: Data Extraction, List Preparation, and File Uploading

The Basics

1. Prepare one email or calling list for each experience type your credit union has chosen. 2. Refer to the File Format section below to determine what should be included in your files and

the format to use. 3. Determine the frequency you would like to provide files for each experience. 4. Plan to submit the files via our secure FTP site or we will download from your secure site if you

prefer. File Upload instructions will be provided separately to the employee identified as our contact for the member file.

5. We’ll scrub your files to eliminate duplications, members who’ve opted out of the survey in the past, and members who’ve received a transaction survey in the last 6 months to determine who to send a survey.

File Format Your MemberView™ Voice of Member onboarding concierge will provide Excel templates for each experience with the fields needed to upload your data.

Please provide your email list in an Excel file or csv file (please let us know what delimiter is being used).

When naming the file, please include the experience type and upload date. (Example: Name the file TransExp011415 for the Transaction Experience survey file uploaded January 14, 2015)

If you would like to provide one file for all experiences, please include the information for only one experience per worksheet and label each worksheet with the experience type and upload date.

File Transfer With MemberView™ Voice of Member you are able to transfer your files using SFTP or FTP-SSL (FTPS), and all transfers using our web-based tool are done via HTTPS. We support the use of desktop FTP clients such as FileZilla. We can also generate SSH keys to automate and secure the transmission of data from the credit union core to our repository via SFTP. We offer 256-bit SSL and AES encryption which is the industry standard. A unique user name and complex password will be provided to a designated credit union staff member to allow them to securely transfer files to the site. We have strict standards for permission-based access to credit union files. Please let us know if you prefer that we download the files from your secure site. Each file is reviewed upon receipt to determine the information included is accurate and as expected. All files are scrubbed to eliminate duplicates, members who have received a transaction survey within the past six months or who have opted out of our surveys. Upon receipt of new files from your credit union a review of the files will be completed and an email confirmation will be sent to the appropriate staff member confirming the receipt of the files.


No highly sensitive member information such as social security number or account number is ever requested for these files to insure the security of the member’s credit union records. In addition, all member data is stored securely on our servers at Amazon Web Services (AWS). AWS has achieved ISO 27001 certification and has been validated as a Level 1 service provider under the Payment Card Industry (PCI) Data Security Standard (DSS). They undergo annual SOC 1 audits and have been successfully evaluated at the Moderate level for Federal government systems as well as DIACAP Level 2 for DoD systems.