Filene Fill-in Episode #18 | Dec 12, 2016

Ep. 18: In the Member's Shoes with Constance and Erin

In this episode

Evolution of Member Experience Measurement: We talk with Constance Anderson, Principle and Founder of MemberXP to learn how MemberXP evolved from annual satisfaction surveys into methodologies like their Member Shoppers Mystery Shopping program and their Omni-Channel Voice of Member program. These new programs focus on understanding touchpoints along the member journey in detail, aiming for real-time and actionable data rather than static feedback.

Credit Union Engagement: We discuss how Boeing's collaboration with credit unions stemmed from their experience working with Amazon, realizing that despite credit unions offering great services, the ease of doing business was lacking, leading to missed opportunities. This drove a focus on member experience and loyalty.




Research Insights: Research highlights the importance of member effort, measuring the ease or difficulty in completing specific requests. We found that understanding member friction points, such as complexities in password resets or account openings, became crucial for loyalty.

Credit Union Challenges: Examples are shared where credit unions discovered significantoperational issues by analyzing member experiences. For instance, realizing that password reset processes often required members to physically visit branches, causing inconvenience, pushed credit unions to find solutions.



Navigating Pain Points: MemberXP assists credit unions in identifying pain points by offering extensive and flexible tools. Credit unions can start by focusing on critical processes or areas most emotionally impactful to members, tailoring their efforts based on strategic priorities or demographics.