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From metrics to momentum: Building smarter MX goals for 2025

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As credit unions prepare for 2025, the importance of setting thoughtful, actionable goals has never been greater. The financial landscape continues to evolve, and member expectations are at an all-time high. Loyalty today is not built on isolated interactions but on seamless, meaningful experiences across every touchpoint. To succeed, credit unions must move beyond surface-level metrics and embrace a data-driven, strategic approach that prioritizes measurable, sustainable outcomes.

Why goal setting matters for MX

Goal setting forms the backbone of every member experience initiative. It’s not just about pinpointing areas for improvement—it’s about crafting a roadmap to address member needs, overcome operational challenges, and capitalize on growth opportunities. Without well-defined objectives, credit unions risk focusing on short-term fixes rather than achieving sustainable success.

Member Loyalty Group’s 2025 Goal Setting Guide was designed to empower credit unions with the insights and strategies they need to align their goals with both current performance metrics and overarching organizational priorities. Whether the aim is to improve satisfaction scores, address member pain points, or maintain high performance, this guide provides the essential direction to build loyalty and trust in a competitive market.

NPS and the role of starting points

Net Promoter Score (NPS) remains a valuable indicator of member advocacy, but its movement depends significantly on where your credit union starts. Insights from our goal setting guide reveal how starting scores influence potential improvements:

  • Credit unions with NPS below 50 have the greatest potential for growth, averaging a 9.5-point improvement by focusing on converting detractors into promoters.
  • Mid-range scores (50–69) often see moderate growth, with average improvements ranging from 4.3 to 6.2 points. These scores require targeted efforts as opportunities for significant shifts decrease.
  • High-performing credit unions (70+) typically focus on maintaining their leadership, achieving smaller gains averaging 2.8 points, though some may face slight declines.

Understanding these dynamics allows credit unions to set realistic, impactful goals that align with their current performance and available resources.

Realistic movement and goal setting

Goal setting is about more than ambition; it’s about strategy. The guide also offers a framework for aligning goals with your credit union’s position:

  • Low NPS scores: Focus on bold improvements by addressing root causes of dissatisfaction. Strategies might include reducing detractors and improving critical touchpoints.
  • Mid-range scores: Balance growth targets with resource investment. Prioritize friction points while building on existing strengths to drive steady progress.
  • High scores: Emphasize sustaining excellence while fine-tuning member experiences for incremental gains.

This balanced approach ensures that credit unions can achieve meaningful outcomes without overextending their teams or budgets.

Taking a broader view of metrics

While NPS is an essential metric, Member Loyalty Group’s 2025 Goal Setting Guide underscores the importance of integrating other key measurements into goal setting. Metrics like Overall Satisfaction (OSAT), Member Effort Score (MES), and member feedback trends provide deeper insights into what drives loyalty and satisfaction.

For example, tracking satisfaction at specific touchpoints or evaluating how easily members complete critical tasks can help credit unions focus on actionable improvements. These additional metrics complement NPS, providing the context and clarity needed for well-rounded strategies.

Using data to drive success

Data is the foundation of effective goal setting. Member Loyalty Group encourages credit unions to harness year-over-year trends, benchmarking insights, and internal performance metrics to craft actionable plans.

For example:

  • Comparing your credit union’s performance to industry benchmarks provides context for setting achievable yet ambitious targets.
  • Analyzing historical data helps identify patterns, revealing areas for consistent growth or targeted improvement.

By rooting their goals in data, credit unions can ensure that every initiative directly addresses member needs while aligning with long-term organizational objectives.

Looking toward 2025

Goal setting for 2025 is about more than improving metrics; it’s about transforming the member experience. Member Loyalty Group’s 2025 Goal Setting Guide equips credit unions with the insights and tools needed to create goals that reflect member priorities, align with operational realities, and deliver measurable results. As your trusted partner, Member Loyalty Group is here to help you navigate this journey, offering tailored strategies and actionable solutions to elevate member experiences. Together, let’s make 2025 a year of progress, growth, and meaningful transformation.