Data showed that many credit union members were not using the mobile app. This was a significant finding because HealthShare wants their members taking full advantage of their many products and services. This new data has guided the credit union toward providing additional training for their employees and more resources for their members – including short video tutorials and wallet-size instruction cards.
With a response rate over 30%, this survey allowed HealthShare to collect comments from a significant number of members, some perhaps sharing feedback for the first time. Reports uncovered some customer security concerns regarding the online app. In response, Genice and her team created new collateral to educate their users and emphasize the security and convenience of online banking. This was another area of opportunity for them to provide peace of mind to their members.
The financial industry is very competitive and the more products and services members actively use, the more likely they are to remain members. When HealthShare Credit Union set out to conduct their survey, they were open to whatever feedback was going to say. What they discovered influenced their business model and improved the relationship with their members. As Genice DeCorte put it, “Sogo has created the opportunity for open dialogue with our members and that is invaluable. If a member feels confident that their feedback is heard, they are more likely to speak up and that gives us the chance to work with them and ultimately keep them as a satisfied customer. It makes me feel good knowing our members can talk to us – as the CEO, I’m ecstatic about the positive effects this has on long-term retention rates of our members.”