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Georgia Credit Union Idea Institute 10 Tammy Gallegos SVP Marketing Communications & Service Quality August 2015
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Overview Developing a Service Culture Leadership & Ongoing Transformation Measurements & Accountability Internal & External Communication Benchmarking
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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
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A Look Into the PAST… Transactional Surveys Relationship Surveys Product Reviews Reporting
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Let’s look at where we’re at NOW… Mystery Shopping Specific measurement criteria Real-time evaluation One-on-one coaching
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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
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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.
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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
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A Simple Metric: Net Promoter Score
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Seeing the Whole Picture…. Past ● Present ● Future Member Feedback + Mystery Shop = Promoters
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Detractors: 5%Passives: 8%Promoters: 87% Organizational NPS
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Product & Service Value
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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
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Service Checkup
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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?
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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
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Bridging the Gap
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Visibility & Accountability Intranet Reporting Performance Comparisons Organizational Reporting Trends Service Education Semi Annual Performance Evaluations Survey Images Email Triggers
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Feedback is a gift
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One More Step… Positive Outreach 5 employees 5 Members 5 days a week Q2 2015: Nearly 1,000 emails & 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.”
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Benchmarking Internal Management Collaboration & Best Practice Sharing Member Loyalty Group Collaboration Best Practice Sharing Sessions Annual Users Group Mystery Shop Competitor Shops
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In Summary… Why Service Culture is important Leadership Catalyst What/How to Measure with Accountability Maintaining an Open Dialogue Benchmarking
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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?
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Thank You Tammy Gallegos tgallegos@americafirst.com 801.827.8546 Questions?
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