Think Customers: The 1to1 Blog

By incorporating new alliances with specific technology software companies, the Texas Credit Union's business is more successful due to more customer feedback, according to Melissa Wegner, Market Research Manager at Texas Credit Union.

The TCU is using a total engage package which consists of a customer pulse, customer voice, employee pulse, employee voice, and active survey.

"Why is engage a better measure?" Wegner asks. "Engagement combines all of the key elements associated with adding to your bottom line."

The TCU implemented the total engage package in 2008 and began collecting voice feedback items from customers and employees in Jan. 2009.

The TCU soon moved feedback to the Allegiance tool which made data available immediately and it was easier to understand the dynamic relationship between the employee and customers' engagement levels. By using this tool, the company was quickly able to follow up on feedback.

TCU opted not to add a "customer voice" to the program because according to Wegner, "Customer voice would just be our hate-mail inbox."

Wegner adds, "There are a number of services provided under the umbrella of Allegiance's professional Services."

In simplest terms, these programs have helped TCU greatly improve their system of receiving, replying, and listening to their customer feedback.

We just wrote an article in 1to1 Magazine about the voice of thecustomer called, The Mysterious Case of Hidden Customer Preferences Solved" which basically says how paying close attention to the voice of the customer gets clued into what otherwise might have been a missed opportunity.