P S LAUNCH - MemberXP€¦ · Building Member Relationships with MemberView ..... 28 Saving Upset Members ..... 29 Mission-Based Cultural Change . Coaching Playbook: Page 2 ©2015

Coaching Playbook: Page 1 ©2015 MemberView (Permission to reprint for internal training only.)

COACHING WITH MEMBERVIEW

We’re delighted to have you as a MemberView user, and we’re committed to partnering with you every step of the way on the journey to creating an extraordinary member experience.

In this playbook you’ll find all of the tools you need to coach to the performance improvement that puts your MemberView data into action.

What’s Inside:

Prescription for a Successful Launch ........................................................................................................ 2

Staff Introduction Recommendations .................................................................................................. 3

Staff Introduction Meeting Invitation ................................................................................................... 4

Staff Meeting Agenda ........................................................................................................................... 5

Rewarding High Performers With The MXPerformance Quarterly Recognition Program ....................... 9

MXPerformance Quarterly Recognition Program .............................................................................. 10

Coaching Your Team With MemberView ............................................................................................... 11

Conducting Monthly One-To-One Coaching Sessions ........................................................................ 12

Tracking Your Team’s Progress And Coaching to Improvement ............................................................ 24

Monitoring Your Team’s Overall Performance ................................................................................... 25

Building Member Relationships with MemberView .............................................................................. 28

Saving Upset Members ....................................................................................................................... 29

Mission-Based Cultural Change


PRESCRIPTION FOR A

SUCCESSFUL LAUNCH


STAFF INTRODUCTION

RECOMMENDATIONS The best way to engage employees in your MemberView Voice of Member program is to communicate early and often. Keep the rumor mill and the naysayers at bay by letting your credit union staff know exactly what you are doing and why you are doing. In this section, we’ll provide you with guidelines and tools for a successful, positive launch. If you’ve got questions along the way, let your MemberView Onboarding Concierge know. We’re here to help! GUIDELINES FOR SUCCESS

Make the connection between your MemberView Voice of Member program and your credit union’s mission. Your team is much more likely to feel good about the program if they know it’s part of your larger mission to improve your members’ financial lives. Employees get engaged when they know they’re doing something worthwhile

and important. MemberView is just an outcome measure, a scoreboard. The really important thing is how your team performs in making a difference for members. Tell your team how your MemberView Voice of Member program will affect them. Be upfront about how you’ll use the results for coaching, recognition, and accountability. Communicate the message face-to-face. You can do an staff meeting or meet with your staff individually.


STAFF INTRODUCTION MEETING

INVITATION

Email Template: Invitation to a Team Meeting

From: Coach Name To: Our Team RE: Making a Difference for Our Members Please attend our team meeting on (date) at (time). During this important meeting, we’ll be discussing our credit union’s new Voice of Member program. I am proud of our team as I watch each of you making a difference in the financial lives of our members. Our credit union’s new Voice of Member program will let members tell us in detail what we’re doing right and what we can do even better. That will allow us to be even more effective in making a positive difference in our members’ lives. During our meeting, I’ll be sharing with you the questions that we’ll be asking our members, and letting you know how we’ll be using the feedback in our (branch/dept.). I look forward to our meeting on (date). In the meantime, I’m available to meet with you one-to-one to answer your questions.


STAFF MEETING AGENDA

Welcome your team to the meeting. Let them know that you are excited to share some details about a new program with them. Example: Today I’m excited to announce that we’re starting on a journey to listen to our members in a new way. Define Voice of Member for your team. Example: Next month (or other timeframe) we’re implementing a Voice of Member program. It’s called Voice of Member because it give members more ways to tell their stories and share their experiences. Ask: “Have you ever gotten a follow-up phone survey or an email survey from a company where you did business? Maybe you were invited by a cashier to take a survey listed on a receipt. Or you might have been given a comment card.” “Tell the group about your experience or your survey.” Encourage your team to share their stories about giving feedback as a customer. If they say they have not

Welcome

What is Voice

of Member?


responded to the surveys, challenge them to take the next one they receive and bring their feedback to your next team meeting. For those who did take the survey, ask the following questions: “How did you feel about being asked to take the survey?” “What did you think about the questions that were asked?” “Did you use the opportunity to give positive feedback about an employee?” “Did you use the opportunity to complain?” “If you complained, did the company follow up with you?” At our credit union, the Voice of Member program will work like this: (List all of the ways members can give feedback as well as the experiences they’ll be evaluating.) Example: Members will receive email invitations from us to go online and take a survey when they’ve done one of the following:

Applied for a loan Completed a transaction in the branch, by

phone, by email, or in the drive-through Used our mobile app Joined the credit union

Members can also access the surveys by following a link or scanning a QR code on their receipts

How it will work at our

credit union


We’ll also be calling new members to find out about their experience. Connect the process to the mission for your team. Example: “We’re doing this to fulfill our mission which is to (List your service mission statement here.) We want every member to have the opportunity to tell us how we have done and how can do better at helping them.” Share the actual questions for each experience type with your team. Tell your team that in the coming weeks you’ll be asking them to think about ways that they can ensure they earn the members’ highest marks for each question. Begin this discussion by writing one of the questions on a flipchart or whiteboard. Ask your team to brainstorm behaviors they could exhibit that would cause the member to give them high marks. Example: “One of the questions we’ll be asking member is, ‘Was the credit union employee who completed your transaction professional?’” What specifically, can we do to demonstrate our professionalism? Continue brainstorming positive service behaviors for each question at subsequent team meetings.

Why We’re

Doing It

What we’re asking


Tell employees how you will use the results to help them improve their performance. Example: “Each month I’ll sit down with you to share what you’ve done to exceed our members’ expectations and what you can do to get even better at helping our members.” “If you serve members, you’ll receive a personal score on a scale of 1 to 5, with 5 being the best. Anyone who scores (Give threshhold score here.) or above for a (month, quarter) will receive recognition by (mention any reward/recognition program here.)” “Next year (or other time frame), we’ll be using the results of this feedback to evaluate your individual performance.” “For now, we’d like you to focus on doing your very best for members and listening carefully to their feedback in order to do even better.” Allow some time for employee questions before concluding the meeting.

What it means for you

Questions?


REWARDING HIGH

PERFORMERS


RECOGNITION PROGRAM To keep staff engagement high, we recommend you recognize top performers on a monthly or quarterly basis. Here are some ideas for recognizing your top performers:

Take them to a personal lunch with you at a restaurant of their choosing.

Give them an hour off.

Write them a personal ‘thank you’ note for making a positive difference in the members’ financial lives. After you’ve given it to the employee, make a copy and put it in their file.

Recognize them publicly via signage in your department or branch.

Give them massage certificates.

Give them certificates for a car wash or car detailing.

Get them a catered lunch, in a picnic basket, and invite their spouse or significant other to enjoy it with them during an extended lunch break.

Give them a pair of movie tickets, and the time off to go see their favorite movie during the workday.

Give them a gas card (or public transportation pass) to cover travel expenses.

Get them a subscription to a magazine of their choosing.

Send an email to the entire credit union explaining how impressed you are by your team member for going above and beyond.

Hire a maid service to clean their home.

Have a costumed mascot or creature show up at the credit union with a singing telegram about how great the employee is.

Buy one of the talking photo frames available at any photo store. Place the reward certificate inside, and record a personal 10-second message of appreciation in your own voice.


COACHING YOUR

TEAM WITH

MEMBERVIEW


CONDUCTING MONTHLY ONE-TO-ONE

COACHING SESSIONS The best way to share MemberView Voice of Member results with your team is to conduct monthly one-to-one coaching sessions. Here are best practices for conducting your sessions. PREPARING FOR THE SESSION Prepare for the one-to-one coach session, by generating the Coaching Tool for each team member. Start by logging in to MemberView and choosing Run a Report from the main dashboard.


When you see the Generate a Report dashboard choose Entire Team Detail as the report type. Choose your desired date range. Finally, click on Run Report.


On the next screen, you’ll see an overall summary of your team’s results. In the example below, we’re logged in as Michelle Smith who coaches the Uptown Team. Note that her team had 28 total surveys in the previous month. Her team’s score is 4.92 out of a possible 5.00. The total team score includes all questions for which employees are held accountable. It does not include questions about processes. The total experience score does include those questions. The overall summary also includes the Promoter score. This score is on a scale of -100 to +100. Click on the information icon to the right of the Promoter score heading to learn more about this score. You can do the same for the Member Effort score and the Member Effort gap. You’ll also see the summary scores of all of your team members. In the example here, we see Michelle Smith’s team members: Jim Allen, Laura Benson, and Gillian Ellis.


Select the name of the employee you’re preparing to coach from the Filter by Employee drop-down menu. In this case, we’ve chosen Laura Benson. Click the Display Data button.

You’ll see the individual team member’s overall summary score and a breakdown by experience type.


To generate a Coaching Sheet Tool for an individual employee, click on the Display Coaching Tool button, You’ll be promoted to open a Microsoft Word® document. Click the OK button to open the Coaching Sheet Tool.

Here’s an example of the first page of the Microsoft Word® Coaching Sheet Tool.


You’ll see a score summary for the team member’s overall performance and then a breakdown by experience type. In the example below, we see that Laura Benson had 13 surveys in the previous month. Her overall individual performer score was a 4.75 out of a possible 5.00.

We also see how she scored on each function she performed. For example, her score for consumer lending was 4.48 while her score for opening new accounts was 4.71. Since many branch employees perform several functions, you can decide which to coach them on. For example, a branch account representative may have a high score in opening new accounts, but may need improvement in lending.


Next, you’ll see the detail for each experience type. In the example below, we see Laura Benson’s score detail for the Transaction Experience. Note that she had 2 surveys returned by members who completed basic transactions in the previous month. Her score was a perfect 5.00 out of 5.00. We also see the Date of the Event, in this case the transaction and the Date of the Survey, i.e., the date the member filled out the survey online. If any of the members completing the surveys left a comment, after the scores.


Check the Recognize boxes for any question for which the team member has an outstanding score. In Microsoft Word® you can check the boxes on your screen by right-clicking the box you want to check. The Check Box Form Field Options pop-up will appear. Choose Checked as the default value for a box if you’d like to check it. Once you’ve checked all of the Recognize boxes for the team member, go through the results again and check the Coach box for any item you’d like the team member to improve.


Take a look at the example here. You’ll see Laura Benson’s scoring for the member new account experience. She had two surveys returned. Her origination score is a perfect 5.00; however, her follow-up score is a 4.00. Since there are more origination questions than follow-up questions, her overall individual score is 4.71. Her coach may want to recognize her for the questions where she achieved a 5.00, and coach her on the last follow-up question about sending ‘thank you’ notes.


Near the end of the Coaching Sheet Tool, you’ll find a page entitled Coaching Session Planning Tool. Use this worksheet to plan your discuss with each team member. This tool is designed to be an outline for you to use when discussing strengths and areas of improvement for each team member. By taking a few minutes to fill it out before your discussion with the team member, you’ll save time during each one-to-one session by staying on track and in focus. Begin by noting positive scores and member comments with the team member. Be sure to add your own observations of the team member.

Next, note areas where the team member has improved over previous months. Finally, fill in one or two areas where the team member can improve unless the team member has a perfect score. Share relevant member comments and your own observations.


CONDUCTING THE ONE-TO-ONE COACHING SESSION Use the Coaching Session Planning Tool you filled out previously to guide your discussion with the team member. Remember to focus on the positive items first and then move to areas of improvement. For more guidance on conducting the one-to-one coaching session, refer to the online

MemberView Resource Library. You’ll find an on-demand MemberView Coaching Essentials Webinar that will guide you through the one-to-one session and provide other valuable coaching tips for using MemberView with your team. On the last page of the Coaching Sheet Tool you downloaded, you’ll find an Improvement Action Plan. If the team member needs to improve in one or more areas, you can give him or her this page to fill out. It’s important to ask the team member to complete this plan rather than completing it for him or her. However, you can review it together than make changes once the employee has completed a first draft.


AFTER THE SESSION If the team member filled out an Improvement Action Plan, follow-up with that team member to make sure he or she is staying on track with behavior changes. Try to catch the team member doing it the right way and give the team member positive reinforcement. If you find the team member continuing to do something that he or she has agreed to correct, conduct a private coaching session immediately.


TRACKING TEAM AND

INDIVIDUAL PROGRESS


MONITORING YOUR TEAM’S OVERALL

PERFORMANCE The MemberView Scorecard gives you a quick way to monitor team performance. Select the Scorecard report from the report generator. Select a date range and then Run Report.


You’ll see how your team is performing for the four major outcome measures of total experience, promoter, member effort, and member effort gap. Additionally, you can view individual scores for your team. The trend data displayed on the report allows you to see if your team has improved over the time frame selected.


Coaches can add the results for their employees to the charts to quickly see their scores by month. Select desired employee(s) from the Filter by Employee dropdown menu by checking the box by their name and then refresh the report by clicking Display Data.

The updated report will include selected employees:


BUILDING MEMBER

RELATIONSHIPS

WITH MEMBERVIEW


SAVING UPSET MEMBERS Research shows that some of the most loyal customers are those who’ve had a problem with a company if the company handles the situation well. MemberView gives you the opportunity to contact members who are upset about an experience with the credit union. IDENTIFYING UPSET MEMBERS There are two ways to find out which members need a follow-up call based on their MemberView responses. Your credit union can set up action alerts based on low scores. If a member submits a survey with a low score, your credit union will be notified immediately. The person at your credit union who receives these alerts may pass them on to you, if the survey was in response to your branch or team. You can also see which members gave low scores and negative comments via the MemberView Saves, Opportunities, and Social Media report. To generate this report, choose Run a Report from the main dashboard.


From the Generate a Report dashboard choose Saves, Opportunities and Social Media as the report type. Choose your date range. Finally, click on Run Report.


The Saves Tab provides a robust data set for managing contacts with dissatisfied members.


1. Select the My Saves Tab to view a list of dissatisfied members. 2. The gauges at the top of the screen show you the status of each dissatisfied member

response. You’ll also see the average number of business days it takes your team to respond. 3. You can filter the report by

a. Status—Open, In Progress, or Resolved b. Aging c. Promoter Status—Detractor, Passive, or Both

4. Survey Number. Click on this link to view the entire survey. 5. Date of Survey. This is the date the member completed the survey, not the date the member

interaction took place. To find out the date of the interaction, click on the survey number in the first column and look at the survey header.

6. Member Name. 7. Member Email. This is the email address provided by the member. If it is not populated, the

member has not provided an email address within the survey. You can still discover the email address by clicking on the survey number in the first column and looking at the survey header. This will show the email address to which the survey was sent.

8. Member Phone. This is the phone number provided by the member. If it is not populated, the member has not provided a phone number within the survey.

9. Coach and Branch or Department. This column indicates where the member interaction occurred. Coaches will see all interactions that occurred in their branch or department.

10. Promoter Designation. This column shows Passives (those who give a score of 7 or 8 out of 10) or Detractors (Those who give a score of 0 through 6 out of 10)

11. Member Effort Score. This column is populated with a score when the member gives a score below a 6 out of 7.

12. Overall Satisfaction Score. This column is populated with a score when the member gives a score below a 4 out of 5.

13. Member Follow-up Request. When Yes appears in this column, the member has specifically requested a follow-up contact.

14. Status. This column indicates whether your team’s response to the member is open, in progress or resolved. By click on the change status link in this column, you can change the status.

15. Aging Alert. This column indicates how many business days the alert has been open. 16. Notes. A pencil icon appears in this column is a user has left a note about the follow-up. To

view the complete survey and the notes or to add a note, click on the survey number in the first column.


TIPS FOR CONTACTING UPSET MEMBERS You might be apprehensive about contacting upset members, but keep in mind that most members will be very happy to get your contact, especially if you can solve a problem for them. Here are some tips for making these contacts productive. Do Some Research

Identify the member’s preferred contact method. MemberView includes the member’s email address, but a look in your core system or CRM system my reveal that the member prefers a call rather than an email. Try to find out what happened with the member’s transaction. For example, if a member says he did not get a response to his online loan application, contact your IT department or lending department to see if they can shed light on the situation.

Introduce Yourself and Get Right to the Point

Start the email or call with a brief pleasantry, but get right to the point. A good beginning might be something such as, “Good morning, Mr. Axtell. This is Betty Smith from the Main Street Branch of Your Credit Union. I’m calling in regards to a survey we received from you. Is this a good time to talk?” Always let the member have control by asking if they have time to talk if you are making your contact by phone.

Summarize the Member’s Comment and Check for Understanding

Summarize the member’s comment if you have one and verify your understanding. It might sound like this: “In reading your comment, I saw that you didn’t get a response to your online loan application. Is that correct?” The member may want to vent about her experience at this point. It’s important to listen and let the member tell her own story before rushing in with a solution.

Provide a Solution

If you’ve done your research and you’re able to rectify the situation, apologize to the member and let him know what you’ve done. For example: “I did a bit of research and found that we did receive your application and an automatic reply was sent by our system. I have a suspicion that it


may have been caught in a spam filter along the way. In any case, I’ve personally printed out a copy of your application, and I’m happy to inform you that your credit card request has been approved. You’ll receive your card in 7 to 10 business days.”

Even if you can’t give the member what she wants, e.g., approving a loan that has been denied, focus the member on what you can do. Perhaps you can set up an appointment with your credit counseling service or suggest a share-secured option.

Always End with a Future Focus End the email or call with your personal assurance that you are there for the member. Nothing is more impressive to a member than knowing he has a personal advocate at the credit union. Let the member know you and the credit union are there to serve them for future financial needs.

Email Sample: Response to an Upset Member

From: Betty Jones To: Benton Axtell RE: Your credit card application with Your Credit Union Dear Mr. Axtell, I learned via a survey you submitted to us online that you did not receive a response to your online credit card application with us. I apologize for the delay. I want to let you know that I have personally reviewed your application and it is approved. You will receive your new card in the mail within 7 to 10 business days. . We appreciate your membership in Your Credit Union, and I look forward to serving you at the Main Street Branch. Please stop by and let me know if there is anything else I can do to assist you or call me at 555-555-5555. Many Thanks, Betty Jones Main Street Branch Manager Your Credit Union [email protected] 555-555-5555


TIPS FOR CONTACTING MEMBERS WHO GIVE A LOW SCORE WITH NO COMMENT

Here are two recommendations for handling surveys that appear on the Saves report that do not include a specific member request for follow-up:

Recommendation #1:

For members whose surveys meet the following criteria: (Must meet all 3 criteria to qualify).

1. 7 or better on Net Promoter 2. 3 or better on Member Satisfaction 3. 4 or better on Member Effort Score

Open the survey and read all comments carefully. If the member has left a comment that warrants follow-up, contact the member. If the member has not left a comment, review their accounts to check for any problems. If there are none, mark the ticket as “resolved.”

Recommendation #2:

If a member meets the criteria above and appears on the “Saves Report,” and the member has left no comment, call the member with one of the following lead-ins:

1. I noticed on a survey that you recently sent in regarding your (vehicle loan), you gave us a “7” out of “10” on the question, “Would you recommend us to a co-worker or friend?” I wanted to make sure you were completely satisfied with your experience, and if not, what we can do to make it better?

2. I noticed on a survey that you recently sent in regarding your (vehicle loan), you gave us a “3” out of “5” for your satisfaction level. What could we have done to make this a “5” experience for you?

3. I noticed on a survey that you recently sent in regarding your (vehicle loan), you gave us a “4” out of “7” for how easy it was to complete the process. What could we have done to make it easier for you?

Be sure to make a note on each survey that you’ve decided does not require follow up, and change the status button to resolved.

It’s important to look at the entire survey and read all comments before contacting the member. You can link to the entire survey via the survey number in the first column of the Saves report.

Documents

P S LAUNCH - MemberXP€¦ · Building Member Relationships with MemberView ..... 28 Saving Upset Members ..... 29 Mission-Based Cultural Change . Coaching Playbook: Page 2 ©2015