georgia credit union idea institute 10 tammy gallegos svp marketing communications & service...

Georgia Credit UnionIdea Institute 10

Tammy GallegosSVP Marketing Communications & Service Quality

August 2015

Overview

• Developing a Service Culture

• Leadership & Ongoing Transformation

• Measurements & Accountability

• Internal & External Communication

• Benchmarking

Listen

Measure

Evaluate

Enhance

A WCMS School Project

• Service Quality Purpose: • Gather feedback from

Members and employees to facilitate improved processes, systems and behaviors to better serve our Members.

• Why?

• Measurements

A Look Into the PAST…

• Transactional Surveys

• Relationship Surveys

• Product Reviews

• Reporting

Let’s look at where we’re at NOW…

• Mystery Shopping• Specific measurement

criteria• Real-time evaluation• One-on-one coaching

What does the FUTURE hold?

• Member Loyalty: Willing to put their own recommendation on the line to promote America First to family and friends.

• Accountability

Dimensions of Loyalty

HEAD• Best features

• Best service

• Best price

HEART• They know me.

• They value me.

• They listen to me.

• They share my values.

Word of Mouth

• 80% of consumers trust WOM more than any other source of information [Forrester].

• Word of Mouth is 9x as effective as advertising in converting unfavorable or neutral dispositions into positive attitudes [Day].

Members

Members

A Simple Metric: Net Promoter Score

Seeing the Whole Picture….

Past ● Present ● FutureMember Feedback + Mystery Shop = Promoters

Detractors: 5% Passives: 8% Promoters: 87%

Organizational NPS

Organizational NPS

Product & Service Value

Internal Communication: Open Dialogue

Employee Participation• Understand the Model• Service Standards & Core Values

• Ongoing Service-in-Action Trainings

• Best Practice Sharing• Service Checkup • Service Challenges

Service Checkup

2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 YTD

0%10%20%30%40%50%60%70%

40.5%44.3% 47.0% 47.0% 43.6%

48.1% 46.5% 46.1%

55.8% 59.4% 58.2%59.5%55.7% 53.0% 53.0% 56.4%

51.9% 53.5% 53.9%

44.2% 40.6% 41.8%

Satisfied Suggestions

Service Challenges

• Themes• Privacy: Protecting Member Information• Be Accurate and Efficient• Increase Your Knowledge• Communicating Policy & Procedures • Be Professional and Courteous• Communicate: Keep the Member Informed and Follow Up• Be More Attentive• Less Wait Time and More Balanced Staffing

• Discussion• How have you seen this as a challenge in your Department or Branch?• How do you fix it?

Internal Communication: Open Dialogue

Employee Participation• Understand the Model• Service Standards & Core Values

• Ongoing Service-in-Action Trainings

• Best Practice Sharing• Service Checkup • Service Challenges• Additional Mechanisms

• Internal Service Surveys• Your Voice• Innovative Ideas

Bridging the Gap

Visibility & Accountability

• Intranet Reporting• Performance Comparisons• Organizational Reporting• Trends• Service Education

• Semi Annual Performance Evaluations

• Survey Images

• Email Triggers

Feedback is a gift

One More Step…

• Positive Outreach• 5 employees 5 Members 5 days a week• Q2 2015: Nearly 1,000 emails & just over 200 phone calls

• Examples• “What can I say, as always you guys are the BEST!”• “You're certainly welcome! I have no problem giving praise and

recognition to the companies that deserve it. I wish there were more like America First. Feel free to pass my comments around anywhere you like.”

Benchmarking

• Internal Management Collaboration & Best Practice Sharing

• Member Loyalty Group• Collaboration• Best Practice Sharing Sessions• Annual Users Group

• Mystery Shop Competitor Shops

In Summary…

• Why Service Culture is important

• Leadership Catalyst

• What/How to Measure with Accountability

• Maintaining an Open Dialogue

• Benchmarking

Advice?

• If you were going to start this type of initiative now, would you do it a piece at a time, or get it all going at once?

• How long should we wait for reporting, setting goals, standards, and accountability?

• What was your biggest obstacle?

Thank YouTammy Gallegos

tgallegos@americafirst.com801.827.8546

Questions?