Opening the Two-Way Communication Channel

The Internet and digital products continue to enhance the communication channels between members and their credit union. Everyday, CUs are using the Internet to push information and marketing to their members. But this communication channel works in two directions, providing members the opportunity to push information back to their CU. Recently, one California CU wanted to know how some of their members felt, so.. they asked them.

 

By DigitalMailer, Inc.

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The Internet and digital products continue to enhance the communication channels between members and their credit union. Every day, CUs are using the Internet to push information and marketing to their members. But this communication channel works in two directions, providing members the opportunity to push information back to their CU. Recently, one California CU wanted to know how some of their members felt, so.. they asked them.

Short, simple eSurveys delivered on a website or via an email invitation provide CU marketers and managers with a high-value, low-cost means to ask members to communicate their experiences with, and interest in, their CU. With today’s technology there’s no paper, postage, or collating surveys. Best of all the results are instantly measurable and, when properly planned, the action items jump right off the page.

eSurveys and the 5 "P"s

Proper Planning Prevents Poor Performance - Although they are inexpensive and produce fast results, eSurveys still require proper project planning for maximum effectiveness. The key steps for conducting a successful web survey are:

  • Identify your objective.
  • Decide what information you need.
  • Develop a questionnaire
  • Conduct the survey
  • Analyze the responses
  • Recommend a course of action

Follow these steps and you’ll get valuable and actionable results!

Case in Point

First Financial CU www.fffcu.org recently ran an eSurvey with a two-fold purpose. First, for eStatement users, gather information about member likes and dislikes about the current eStatement product as well as other info FFCU wanted to know about their online products. Secondly, FFCU wanted to raise eStatement product awareness and find out why non-users didn’t sign up.

Survey Says

Gary Skraba, VP of Marketing at FFCU states, "Research and surveys that create actionable information are extremely important to First Financial and we learned quite a bit. Of the members who took the survey, 68.5% were non-estatement users and 31.5% were eStatement users. Of the non-estatement users, 42.6%** were not aware of the service or wanted to sign up but didn’t have the time or know how to enroll. Of course, the survey acted as a marketing piece and helped them with that on the exit page."

What else did FFCU learn from the online survey? Gary reported:

  • Over 85% of members rate the service as ‘Very Good’ or ‘Good’, so we know they’re happy with the product and that it is highly marketable.
  • Members’ ‘favorite’ feature varied among 5 attributes (ease of use, paperless, check images, convenience, 12-month history) without 1 or 2 clearly leading features; therefore, our message can’t focus on just a couple of features, but should discuss the overall experience with these features as subtext.
  • The least favorite feature is purely cosmetic, and something that can (and will) be easily changed.
  • Surprisingly, only 1 of 3 respondents receives any other type of electronic statement, meaning that we have first-mover advantage among most members.
  • Many tie the eStatement service to the Online Banking service (which is with a separate vendor), indicating that the eStatement service can really help to promote and deepen our Online Banking penetration.
  • Because a majority of respondents accessed their eStatements last month, the opportunity for cross selling through using the site banners is strong.

** FFCU is not unlike other CUs in their survey results. Research has found that 30-50% of members at most CUs don't know that the CU has eStatements!

Deploying eSurveys Strategically

eSurveys allow organizations to reach out and survey members on issues across "service channels" in real-time. You see them everywhere:

  • On receipts - Go online and tell us how we did and receive $5 off.
  • In emails - Please click here and rate our service or representative
  • On websites – Click the image and take our short survey

You’ve seen it at your favorite restaurant, why not your Credit Union! Picture your member visiting your branch or ATM and seeing an invitation on their receipt. Or after a transaction in the Call Center receiving an email invitation to take a quick satisfaction survey and rate the MSR. With these surveys the responses are updated automatically and easily compared to benchmarks.

Today 24/7 ENTERPRISE eSurveys are providing service-oriented management with the ability to measure key result areas for member service and employee and process performance, delivering the information needed to manage toward success. eSurveys allow organizations to reach out and survey members on issues across "service channels" in real-time.

SendHow to Conduct a Web Survey

DigitalMailer and its partners have put together a report on conducting eSurveys. To receive a FREE copy of the "How to Conduct a Web Survey" document click on the report icon or send an email to info@digitalmailer.com and we will process your request.

DigitalMailer’s eSurvey product can get you the answers you need from your members today! Visit http://www.digitalmailer.com/survey.html or send an email to info@digitalmailer.com for more information on our survey products. If you need help designing and implementing an eSurvey or Enterprise-wide survey call (866) 994-4900 ext 103.

To subscribe to our monthly newsletter that shares industry trends, best practices and lessons learned from CU and financial service providers click here: http://www.digitalmailer.com/newsletter.html

DigitalMailer’s digital communication products such as e-LERTs, eSurveys and eStatements assist credit unions in gaining a strategic business advantage over competitors via the Internet and their website. Please contact Ron Daly rdaly@digitalmailer.com or Greg Crandell gcrandell@digitalmailer.com for additional information or to share your ideas and comments.

© 2003 DMI

This sponsored content article is provided to the credit union community for shared insights and knowledge from a recognized solutions provider in the industry. Please note that the views and opinions offered here do not reflect those of Callahan & Associates, and Callahan does not endorse vendors or the solutions they offer.

If you are interested in contributing an article on CreditUnions.com, please contact our Callahan Media team at ads@creditunions.com or 1-800-446-7453.

 

November 3, 2003


Comments

 
 
 
  • Gave me some new things to think about and plan for in the coming year. Clear, concise and actionable ideas were presented.
    Anonymous
     
     
     
 
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