I just opened a letter from one of the credit unions to which I belong - and was confronted by a monstrosity of a "member survey." This thing is four pages with 32 questions, many of which have multiple parts. I gave them my opinion - but not exactly how they expected. I thought about posting a copy of the survey on the blog, but I'm not sure I have enough storage space.
Why the overkill? While surveys have their place, surveys like this turn people off. It is amusing to me that they are asking what branch I use - the one closest to my home or my office. This credit union's nearest branch is more than 500 miles away. I don't use ANY branch! The questions they feel they need answers to seem redundant to me. They can't tell from their systems how often I use the branch? If not, then perhaps this would be a better place to their spend time and resources.
One of the solutions we are launching in the very near future is a program to assist credit unions in deploying a Net Promoter Score survey process. Why a survey after just bashing the one I received? Simple. NPS makes use of one single, yet important, question. In this one question you can tell a lot about how members see you. Furthermore, by asking for a response to only one question, even the busiest of members can find time to respond.
Look for the details on our NPS program in the very near future. In the meantime, I'm off to lug this incomplete - but notated - survey response to the mailbox.
