Have an account?

  •   Personalized content
  •   Your products and support

Need an account?

Create an account

Clearview Federal Credit Union Case Study

Networking Solutions Island of Content Event

Available Languages

Download Options

  • PDF
    (1.1 MB)
    View with Adobe Reader on a variety of devices
Updated:November 24, 2020

Available Languages

Download Options

  • PDF
    (1.1 MB)
    View with Adobe Reader on a variety of devices
Updated:November 24, 2020
 

Related image, diagram or screenshot

Transforming the member experience through a phased, journey-based implementation

Results

With better member experience, Clearview has started seeing improvements in business metrics. For instance, Clearview has seen a growth of 6.6 percent in its Average Member Relationship, since program implementation.

Within eight months after the first feedback was received, Clearview was able to achieve class-leading Net Promoter Score (NPS) across several touchpoints:

      Financial Center Experience: 90

      VTM Experience: 82

      Care Center: 94

      New Account Opening: 84

      New Consumer Loans: 95

      New Real Estate Loans: 81

At all touchpoints, Clearview has been able to increase NPS by at least 10 percent. In some cases, the increase has been as high as 100 percent since the go-live date.

In addition, Clearview has been able to increase the number of accounts per household served, indicating deepening of relationships with families of existing members.

Clearview Federal Credit Union has been in operation since 1953 and serves over 104,000 members with reported assets valued over $1.2 billion as of June 2019. Membership in Clearview is open to individuals who live, work, worship, volunteer, or attend school in the southwestern Pennsylvania community, which includes Allegheny, Armstrong, Beaver, Butler, Fayette, Greene, Indiana, Lawrence, Washington, and Westmoreland counties.

Membership is also open to immediate family members of current Clearview members. Visit clearviewfcu.org for more information. Clearview Federal Credit Union is federally insured by the National Credit Union Administration and is an Equal Housing Lender.

 

Establishing commitment to great member experiences

Establishing commitment to great member experiences

 

In 2017, Clearview renewed its focus on delivering delightful member experiences. Clearview showed its commitment to the transformation to all stakeholders by revising its vision statement, mission statement, and core values to reflect the new member-oriented philosophy. With this renewed focus, Clearview realized that it was necessary to establish new processes to quantify member experiences across the journey of members. In early 2018, Clearview chose CloudCherry (acquired by Cisco in 2019), as its partner for implementing its MEM program, and implemented the experience management framework: design, measure, align, respond, improve and evolve.

 

Design: A phased journey-based approach

Clearview took a phased journey approach to program implementation, and mapped the member journey in its entirety. This provided a blueprint upon which the program could be constructed piece by piece. This approach also had several advantages, foremost of which was the establishment of a clear implementation roadmap right at the start of the program.

 

Design: A phased journey-based approach

 

Measure: Establishing the right metrics

Clearview chose Net Promoter Score (NPS) to be its anchor metric, common across all touchpoints. In addition, Clearview used a Customer Effort Score (CES) at appropriate touchpoints to track the ease of executing transactions. Clearview also chose specific, relevant questions that enabled performance tracking at each touchpoint (for instance, First Call Resolution percentage at the member care center).

 

Measure: Establishing the right metrics

 

Clearview successfully used ‘prefill’ data (i.e., passing known information about members to the solution in a secure manner) so that it would be available along with feedback for loop closure and data analysis purposes, while keeping questionnaires short.

 

Respond: Walking the talk on feedback

From the beginning, Clearview ensured that every piece of negative feedback was automatically directed to the appropriate manager, who then went on to close the loop by communicating solutions back to the member. Members were surprised and delighted when the correct person from Clearview reached out to them regarding their feedback and solved their issue. The mechanism allowed each team to take ownership of the member experience. By addressing issues quickly, Clearview prevented smaller issues from becoming large ones that could eventually create negative business impact, such as a termination of membership.

 

Align: Spreading the culture

The strong commitment shown by the Clearview leadership team to transform the member experience was instrumental in establishing the new culture across the credit union. To implement this vision, Clearview used the Cisco Webex Experience Management platform to make relevant feedback from members available across the entire credit union organization and to set up new processes for acting on the data.

All teams at Clearview made it their focus to improve feedback metrics because they truly believed that great member experiences would be a sustainable differentiator. Today, Clearview has almost 60 employees using the Webex Experience Management platform to deliver better member experiences. The users span several teams within Clearview, such as marketing, human resources, training, digital experience, member experience, its financial center, care center, finance, compliance, member insights, consumer lending, real estate lending, and the Clearview executive leadership team.

Clearview has proactively empowered its member-facing employees to waive certain fees on the spot for members in legitimate cases, without seeking approval

The Cisco solution provides a central location for Clearview employees to view member feedback. For each user, Clearview has customized the dashboard and reports with relevant information from members. For instance, financial center managers have a specific dashboard with Key Performance Indicators (KPIs) for their financial center. Performance on feedback metrics can now be routinely shared at the executive and board levels using data from the dashboard.

While making the data available across the organization is a key step, acting on the data to improve the member experience is the ultimate objective.

 

Improve: Using the insights to improve member experience

Clearview uses the built-in analytics available on the platform to identify areas for improvement. For instance, the NPS Impact Analysis widget allows Clearview to prioritize required improvements in member experience at each touchpoint without spending time and resources to understand the data.

Several teams at Clearview creatively developed processes to gamify the loop closure process.

      The Care Center team established “Cherry Boards,” where every positive comment resulted in a cherry cutout on the board.

      On reaching a threshold, the respective team earned a cherry pie.

      The Consumer Lending team established a “Sky Iis the Limit Wall” with rewards such as an ice cream sundae for outstanding performance when positive feedback with an employee’s name was mentioned.

 

Improve: Using the insights to improve member experience

 

Based on feedback from members, Clearview has made or is actively considering the following changes:

 

Business members

 

“While we have made a great start, we understand that improving member experiences is a never-ending process. With Cisco (formerly CloudCherry) as a partner, we will continue this transformative journey to becoming the most member-centric credit union in the country!”

-Renee Lucas Senior Vice President, Member Experience and Lending, Clearview Federal Credit Union

 

With better member experience, Clearview has also started seeing improvements in business metrics. For instance, Clearview has seen a growth of 6.6 percent in its Average Member Relationship, since program implementation. Average Member Relationship (AMR) is the sum of all deposit balances and loan balances divided by the total number of members. In addition to its Net Promoter and effort scores, AMR is one of Clearview’s key metrics for measuring the overall member experience. The better the experience with Clearview, the higher the member balance is likely to be with Clearview.

In addition, Clearview has been able to increase the number of accounts per household served, indicating deepening of relationships with families of existing members.

 

Evolve: As you sow, so shall you reap

In February 2019, eight months after the first feedback was received, Clearview was able to achieve class-leading NPS across several touchpoints including:

      Financial Center Experience: 90

      VTM Experience: 82

      Care Center: 94

      New Account Opening: 84

      New Consumer Loans: 95

      New Real Estate Loans: 81

At all touchpoints, Clearview has been able to increase NPS by at least 10 percent. In some cases, the increase has been as high as 100 percent since the go-live date.

 

“We committed ourselves to transforming member experiences, starting with refreshing Clearview’s vision statement, mission statement, and core values. One of the key elements of this transformation was the use of modern technology to monitor the accomplishment of our goals. By diligently listening to our members on the Cisco platform and making improvements based on their feedback, we have been able to achieve industry-leading CX scores and improved business results within one year of implementation. The team at Cisco (formerly CloudCherry) assisted us at each step through our journey by suggesting best practices and enabling us to make the most of the technology”

-Bill Snider Assistant Vice President (AVP), Digital

 

Learn More

To learn more about Cisco Webex Experience Management, visit us here: cisco.com/go/cxsuccess

 

 

 

Learn more