Georgia Credit Union Idea Institute 10 Tammy Gallegos SVP Marketing Communications & Service Quality August 2015

Overview Developing a Service Culture Leadership & Ongoing Transformation Measurements & Accountability Internal & External Communication Benchmarking

ListenMeasureEvaluateEnhance 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

A Simple Metric: Net Promoter Score

Seeing the Whole Picture…. Past ● Present ● Future Member Feedback + Mystery Shop = Promoters

Detractors: 5%Passives: 8%Promoters: 87% 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

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

Bridging the Gap

Visibility & Accountability Intranet Reporting Performance Comparisons Organizational Reporting Trends Service Education Semi Annual Performance Evaluations Survey Images Triggers

Feedback is a gift

One More Step… Positive Outreach 5 employees  5 Members  5 days a week Q2 2015: Nearly 1,000 s & 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?

Thank You Tammy Gallegos Questions?