Do you really know what your members think about your credit union?
What did members experience the last time they applied for an auto
loan, visited one of your branches, or tried to find out the status
of their mortgage loan?
One of the best ways to get feedback from your members is by conducting
a survey. Once you've decided what you want to ask, you should decide
the best way of delivering the survey to members. Options include
everything from distributing comment cards at the branch to posting
an electronic survey to your website to mailing your members a paper
survey. The method you choose should consider, among other things,
what you need to find out, when you need the information, and your
Credit unions are increasingly using web-based surveys to poll
their online membership. Benefits include lower cost compared to
traditional survey methods and faster turnaround. For example, a
short online survey can be developed, posted online and its responses
gathered and reviewed within days, not weeks. This can enable you
to act more quickly on the information you've gathered.
Last week, the American Marketing Association presented a seminar
on Online Research Essentials in Washington DC. Here are just a
few guidelines discussed during the session that may be helpful
to credit unions considering online research:
- Keep it Short and Simple
Internet users have a short attention span, so shorter surveys
will be better received. Eliminate any unnecessary questions and
try to reduce visual clutter when preparing the layout.
- The First Question Sets the Tone
Start your survey with an interesting question that captures members'
attention and motivates them to continue taking the survey. If
at all possible, sensitive demographic questions such as income,
age and ethnicity should be addressed at the end of the questionnaire.
- Keep Respondents Interested and Engaged
Be cautious about including ''check-all-that-apply'' questions.
Including a long list of tasks that can be clicked through mindlessly
can make it easy for members to rush through the survey.
- Be Aware of Technical Issues that Can Affect Response
Test the survey on various browser types and connection speeds.
Make sure text line length does not exceed the width of the browser
- Include Your Contact Information
Don't forget to include information on whom to contact (name,
phone number and/or email address) in case the member experiences
a problem taking the survey. Besides demonstrating to members
that you want them to complete the survey, their feedback can
provide early notification of problems.