Do you really want to know what your members think?

If an organisation wants to improve customer service, you have to think and act from your customers’ viewpoint

Many Australian financial service organisations pay third parties to survey their customers.

Some use mystery shoppers to check on customer service by staff and compliance with procedures.

Why not ask your customers directly what they think?

Some (eg Savings & Loans, Rabo Plus) have blogs by their executives which invite comment. Opening yourself to direct customer feedback is "brave"; witness the comments when Savings & Loans announced a fee review.

America First Credit Union have gone a step further and are inviting customers to review individual products and are allowing those reviews to be read publicly.

Opening communication channels with your members is important for mutuals. Having a relationship is 2 ways: so only ask their opinion if you intend to do something about it.

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