- 19 April 2018 11:00
CUA INVESTS IN CUSTOMER EXPERIENCE
Australia’s largest credit union CUA is expanding the implementation of the Member Experience program that has significantly increased all its key performance indicators and response rates.
CUA initially piloted Confirmit’s ‘Fast Track for Contact Centres’ in CUA Direct call centres before expanding the program to include in-branch feedback. CUA are now able to improve understanding of call centre and face-to-face member experience.
The organisation will also expand the program to analyse open text based member interactions across multiple touchpoints through Confirmit’s Text Analytics solution, Confirmit Genius.
By addressing multiple member interaction points and methods via a single solution, CUA can consolidate feedback and take action based on a more comprehensive view of member experiences.
Confirmit Fast Track, a dedicated Voice of the Customer solution for contact centres, provides comprehensive analysis of real-time feedback from CUA members, allowing a rapid and appropriate response to any issues raised.
CUA Head of Member Experience Manuel Ledezma said the mutual had previously used third party surveys, but wanted to collect on-going, real-time insights from its members.
“We wanted to truly understand the sentiment behind what our members were saying about us, so that we could improve our service to them,” Mr Ledezma said.
“That real-time and comprehensive feedback from the solution we’ve built with Confirmit, combined with Confirmit’s Action Management capabilities, enables us to identify issues raised by members, act immediately when required, and make changes to systems or processes that will improve our members’ experience into the future.
“We were also able to use the pilot to improve the coaching of CUA employees – all from that feedback we received from our members.
“Impressively, during the pilot period we had a response rate of 26 per cent, which is significantly higher than the industry average of about 10 per cent.
“We are also building on the member feedback program we have built by adding a Voice of the Employee program to create a new depth of insight from our team members, to continue to drive our success”.
Confirmit Country Manager Jason Mallia said the company’s Fast Track for Call Centres solution enabled a rapid response to member concerns while informing management decisions at a strategic level.
“Combined with Action Management, members’ issues can be automatically flagged and assigned to the appropriate department or individual for follow up,” Mr Mallia said.
“This provides them with the ability to proactively contact members based on their feedback.”
CUA is Australia’s largest credit union, providing financial, health and insurance solutions to around 500,000 Australians.