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