How easy is your members’ experience?

Focus on answering this question to create the most positive member interactions possible.

Research from Forrester shows that companies that lead in customer experience produce a much higher return than those that don’t. And in fact, those that underperform in customer experience lagged about 46 percent in the market.

“Customers reward a strong customer experience and so do markets,” said Michael Neill, CSE, president of Michael Neill & Associates, Franklin, Tenn., at a CUES Regional Event last week hosted at $1.5 billion Andrews Federal Credit union, Suitland, Md.

The question you want to ask members—and score high on—is: “How easy do we make it to do business with us?”

This question is more significant than Net Promoter Score, said Neill, because, “there’s almost nothing more you can do to keep your members from leaving you and to recommend you to friends and family than member experience.”


continue reading »