91% of customers eventually leave a company if they’re dissatisfied.  That’s no surprise, but what is revealing is that most of them say they could be retained if the company were to respond to their complaints.  Yet, few companies have a system or a strategy for reaching out to them.  MemberView changes all that.  One of the most powerful features of the MemberView Voice of Member program is the instant email alert and response tracking system built into the MXProdigy reporting portal.

Once you’ve set up email alerts to let your team know instantly that a member is unhappy, you can use the Saves report to track your retention efforts.  Learn how to access the Saves report here.

A Tour of the Saves Report

The Saves Tab on the MemberView Saves and Opportunities provides a robust data set for managing contacts with dissatisfied members.

1. Select the Saves Tab to view a list of dissatisfied members.
2. The gauges at the top of the screen show you the status of each dissatisfied member response. You’ll also see the average number of business days it takes your team to respond.  You can set a custom goal for the average number of days you’d like to take to respond.
3. You can filter the report by
   • Status—Open, In Progress, or Resolved
   • Aging
   • Promoter Status—Detractor, Passive, or Both
   • Coaches (Users with Executive level access will see all coaches. Users with Coach level access will only see members assigned to them.)
4. Survey Number. Click on this link to view the entire survey.
5. Date of Survey. This is the date the member completed the survey, not the date the member interaction took place.  To find out the date of the interaction, click on the survey number in the first column and look at the survey header.
6. Member Name.  This is the name provided by the member within the survey.  If it is not populated, the meber has not provided their name within the survey.  You can still discover the member’s name by clicking on the number in the first column and looking at the survey header.  This will show the name of the member to whom the survey was sent.
7. Member Email. This is the email address provided by the member.  If it is not populated, the member has not provided an email address within the survey.  You can still discover the email address by clicking on the survey number in the first column and looking at the survey header.  This will show the email address to which the survey was sent.
8. Member Phone. This is the phone number provided by the member.  If it is not populated, the member has not provided a phone number within the survey.
9. Coach and Branch or Department. This column indicates where the member interaction occurred. Coaches will see all interactions that occurred in their branch or department.
10. Promoter Designation. This column shows Passives (those who give a score of 7 or 8 out of 10) or Detractors (Those who give a score of 0 through 6 out of 10)
11. Member Effort Score. This column is populated with a score when the member gives a score below a 6 out of 7.
12. Overall Satisfaction Score. This column is populated with a score when the member gives a score below a 4 out of 5.
13. Member Follow-up Request. When Yes appears in this column, the member has specifically requested a follow-up contact.
14. Status. This column indicates whether your team’s response to the member is open, in progress or resolved.  By click on the change status link in this column, a user can track the progress toward resolution.
15. Aging Alert. This column indicates how many business days the alert has been open.
16. Notes. A pencil icon appears in this column if a user has left a note about the follow-up.  To view the complete survey with the notes or to add a note, click on the survey number in the first column.

Establishing a Dissatisfied Member Follow-up Practice at Your Credit Union

The main thing to consider when establishing a follow-up protocol for dissatisfied members is who will do the follow up.  MemberView is designed to allow individual branch and department coaches to follow up with members who’ve interacted with their branch.  By setting up the MemberView email alert system so that each branch or department coach gets an email alert triggered by a low score or a member follow-up request, your credit union can ensure that the entire team is involved in saving member relationships.  Anyone with executive access can then monitor follow-up activity.

Some credit unions prefer all email alerts go only to a point person responsible for the member experience.  This person either follows up with the member or forwards the alert to the appropriate branch or department for follow up.  Branch and department coaches can still communicate their actions via the Saves report.

Another consideration is whether to contact all members who give a low score or only those who specifically request a follow-up contact. (Read more about the low score criteria here.)  If your credit union decides only to contact those who request a follow-up contact, it’s still useful to look at all surveys with low scores and read the comments to see if a contact might be appropriate.  Here are two recommendations for handling surveys that appear on the Saves report that do not include a specific member request for follow-up:

Recommendation #1:

For members whose surveys meet the following criteria: (Must meet all 3 criteria to qualify).

1. 7 or better on Net Promoter
2. 3 or better on Member Satisfaction
3. 4 or better on Member Effort Score

Open the survey and read all comments carefully.  If the member has left a comment that warrants follow-up,  contact the member.  If the member has not left a comment, review their accounts to check for any problems.  If there are none, mark the ticket as “resolved.”

Recommendation #2:

If a member meets the criteria above and appears on the “Saves Report,” and the member has left no comment, call the member with one of the following lead-ins:

1. I noticed on a survey that you recently sent in regarding your (vehicle loan), you gave us a “7” out of “10” on the question, “Would you recommend us to a co-worker or friend?”  I wanted to make sure you were completely satisfied with your experience, and if not, what we can do to make it better?
2. I noticed on a survey that you recently sent in regarding your (vehicle loan), you gave us a “3” out of “5” for your satisfaction level.  What could we have done to make this a “5” experience for you?
3. I noticed on a survey that you recently sent in regarding your (vehicle loan), you gave us a “4” out of “7” for how easy it was to complete the process.  What could we have done to make it easier for you?

Be sure to make a note on each survey that you’ve decided does not require follow up, and change the status button to resolved.

It’s important to look at the entire survey and read all comments before contacting the member.  You can link to the entire survey via the survey number in the first column of the Saves report.

Once your member follow-up practice is established, you may want to set a custom goal for the number of days your team takes to respond to a dissatisfied member.  Let us know what you’d like for your custom goal and we’ll set it up in your reporting portal.  If you’d like recommendations for this goal or for any other aspect of setting up your dissatisfied member follow-up practice, please let us know.  We’re happy to help!