DEFINITIONS AND DESCRIPTIONS

 

Sentiment

 

MemberXP’s software automatically assigns one of four sentiments to a survey that contains comments left by the member:

 

1. Positive (The respondent’s comments were all positive.)

2. Negative (The respondent’s comments were all negative.)

3. Mixed (The respondent commented on some positive aspects and some negative aspects of their experience.) An example would be: “The teller was very friendly, but the line was really long and I had to wait for at least 10 minutes.”

4. Neutral (The respondent’s comments were neither negative nor positive.) This classification is not used often, but occasionally you’ll read “Nothing to add” or “I have no complaints” in the comments. These are examples of neutral comments.

 

Classification by Topic/Sub-topic

 

MemberXP’s software looks for key words such as “great,” “best,” “terrible,” etc. to classify the comments by topic and then sub-topic. Please note, not all topics have sub-topics. It is highly accurate, but you may not always agree with its classification.

There are the 10 primary classification topics in MemberView:

• Service
• Ease of Use
• Price
• Digital Experience
• Products/Perks*
• Trust/Tradition*
• Security/Privacy*
• Policy*
• Third Party Performance*
• General/Other*

 

*Currently these topics do not have any sub-topics.

 

SERVICE

Because many credit union members are happy with the service they receive at the credit union, you’ll see this category frequently. The Service topic is comprised of 5 sub-topics described below.

 

Staff Attitude--Friendliness, Professionalism & Willingness to Help

A topic for the basics of good service. A positive rating in this area would mean the entire staff or a single employee focused on serving the member in a friendly and professional way. A negative rating would mean the member was treated rudely or indifferently.

 

Staff Knowledge, Efficiency & Expertise

A topic for the next level of good service. A positive rating means the employee knew their job by working quickly to serve the member. If the member asked questions or if the employee was presenting a product/service, they knew answers and details.

              

Staff Communication and Responsiveness

A topic typically used if the member needed to make more than one contact with the credit union such as getting a loan or calling about a problem.

 

Member Advocacy          

A topic for service beyond the basics. The comment shows evidence that the employee went beyond fulfilling a request, opening an account, or correcting a problem. The employee proactively worked on the member’s behalf to save them money or time or to help them make more money. The employee may have helped the member improve their credit score or given them advise. The employee may have advocated on behalf of the member with other departments in the credit union.

 

General Service

               A topic for very general comments about service that does not fit into any other topics.

 

EASE OF USE

Making it easy to do business with the credit union is a primary driver of walletshare growth. The Ease of Use topic is comprised of 10 sub-topics described below.

 

Loan Application

               A topic for ease of loan application.

 

Loan Process

               A topic the overall process of getting a loan.

 

Loan Turnaround Time

               A topic for the time it took between loan application and loan closing.

 

New Member Process

               A topic for the overall process of joining the credit union.

 

New Account Process

A topic for the overall process of opening a new account such as a checking account, savings account, or certificate of deposit.

 

Convenient Branch Locations

               A topic that describes member satisfaction with the credit union’s branch locations.

 

Convenient ATM Locations

               A topic that describes member satisfaction with the credit union’s ATM locations.

 

Convenient Hours

               A topic that describes member satisfaction with the credit union’s service hours.

 

Wait Time

A topic that describes member happiness or unhappiness with the time they had to wait to be served in a branch, in a drive-thru, by phone, or other means.

 

General Ease of Use

               A topic for very general comments about ease of use that do not fit into any other categories.

 

PRICE

Members often comment about their satisfaction level with the credit union’s rates and fees. There are 5 sub-topics for price.

 

Loan Terms

A topic that describes member satisfaction with the terms of a loan (number of months/years, fixed versus variable rate interest, etc.)

 

Loan Rate

               A topic that describes member satisfaction with loan rates.

 

Deposit Rate

               A topic that describes member satisfaction with deposit rates.

 

General Rates

               A topic for very general comments about rates.

 

Fees

               A topic that describes member satisfaction with fees.

 

DIGITAL EXPERIENCE

The digital experience has become critical to consumers and is a strong driver of loyalty. The Digital Experience is comprised of 6 sub-topics described below:

Online Application

A topic that describes member happiness with an online loan, new membership, new account or other account application.

 

Website

A topic for members’ general comments about the credit union website.

 

Online Banking Set-up

               A topic that describes the member experience in getting set up for online banking.

 

Online Banking Functionality

               A topic that describes member satisfaction with the credit union’s online banking platform.

 

Mobile App Functionality

               A topic that describes member satisfaction with the credit union’s mobile app.

 

General Digital Experience

               A topic for very general comments about the digital experience.

 

PRODUCTS/PERKS

This topic describes member happiness with the credit unions products, rewards, or other perks. This topic does not have any sub-topics.

TRUST/TRADITION

Sometimes members have a positive and long history with the credit union that results in a high level of trust that becomes the primary driver of satisfaction. This topic describes member loyalty based on history and trust. There are no sub-topics for this topic.

SECURITY/PRIVACY

This topic describes member satisfaction with credit union privacy and security. Typically, the member will comment on being asked for identification in person or being asked to authenticate use via digital channels. This topic does not have any sub-topics.

POLICY

This topic describes member happiness with credit union policy such as loan approval, check holds, etc. This topic does not have any sub-topics.

THIRD PARTY PERFORMANCE

This topic describes the performance of a third-party vendor such as a mortgage originator or a car dealership. This topic does not have any sub-topics.

GENERAL

This topic is used for very general comments about the credit union that do not fit into any other categories. This topic does not have any sub-topics.