Data has always proven problematic for many companies, as most recognize its importance, but few know how to bring this information to action. However, in recent years, technology has matured, allowing more organizations to gather, parse, analyze, and employ data with ease and efficiency. But, for Mountain American Credit Union (MACU), Bronze winner in the Innovation in Customer Insight category of the 2015 Gartner and 1to1 Media Customer Experience Excellence Awards, collecting both solicited and unsolicited feedback has become central to advancing customer and employee engagement.While MACU's 'Place Members First' motto empowers employees to realize customers' priorities, leaders grasped the need for one common repository that all employees could access and study, thereby keeping everyone aligned. MACU sought to expand internal consistency in its effort to close the feedback loop and improve its world-class member experience. MACU was then able to promptly analyze data and create action plans to boost brand experience. Yet, while customer insight remains crucial, MACU went one step further to develop its holistic approach.
Many companies believe that an innovative analytics strategy ends with actionable customer data. MACU, however, understands that employee feedback also plays into the equation for success. Thus, the credit union launched its Member Development/Member Experience initiative in 2013, which enables the brand to measure the relationship between employee engagement and member loyalty as it aims to identify the drivers that foster member engagement and satisfaction.
Organizations often fail to recognize that engaged employees are essential for experiential success, which allows MACU to stand out from its competition. MACU actively seeks and integrates employee feedback, for these individuals interact with members daily, thereby providing unique insight into pain points along the customer journey. As other companies work to improve their customer insight strategy, leaders must look to MACU's example for guidance on how to approach data collection and analytics, for successful brands will understand that 'closing the loop' means blending external and internal feedback for an inside out effect that supports all elements of the customer experience.