Easy and Insightful Customer Survey Software

Ennect Helps Fairfax County Federal Credit Union Collect Real-time Customer Feedback

Highlights:

  • Online surveys replace costly paper evaluations and provide more timely data.
  • Ennect 'a-to-z' outsourcing service makes the program turnkey and cost effective.

For over 50 years the Fairfax County Federal Credit Union (FCFCU) has been serving the financial needs of government employees in Fairfax County, Virginia. In 2004 it also started serving the non-government employees who live, work, attend school or volunteer in Fairfax County. As the size of its member base has grown, the credit union has opened new branches and added new services. Today, FCFCU manages approximately $250 million dollars in assets for more than 22,000 members and operates five separate walk-in branches as well as a customer call center. The credit union also offers secure, web-based access to members who want to get information, manage accounts or open new services online.

Key to the credit union's growth has been its emphasis on delivering prompt and knowledgeable service consistently across all of its customer touch points. For several years FCFCU had relied on paper surveys as a means of gauging member experiences at its various outlets. But when the responses to the paper surveys started decreasing, the Credit Union turned to online surveys from Ennect as a more efficient and cost-effective way to gain insight into its service delivery.

"The data we were collecting from the paper surveys provided a lot of good insight, so we didn't want to eliminate them," said Matthew Kaudy, FCFCU's chief marketing officer. "What we wanted to do was improve our survey response rate and cut costs. Converting from paper to electronic format allowed us to do both."

"We reviewed several vendors' online products when we began looking at different methods for continuing the survey. We selected Ennect because it gave us more options for survey customization," said Kaudy. "The reports Ennect Survey provided gave us greater flexibility for extracting and analyzing data. And the pricing was very competitive."

Surveying Customers for Real Time Responses

The credit union currently delivers two different types of surveys using Ennect: a new member and a transactional survey. The latter is sent out every day to 600 randomly selected customers - 100 per customer touch point. FCFCU's goal is to collect information that will help it better understand the service level and experience at each of its branches and at its call center.

"By doing the surveys on a daily basis we remove the lag time you have with paper mail. We can reach people in a more timely fashion and connect with them emotionally. We get more valid results because the data we receive is more real time," Kaudy said.

By getting timely responses, FCFCU can make adjustments quickly. "If we have a problem within a branch, whether it's our personnel, our products, or our services, we can address it immediately and stay ahead of the curve," explained Kaudy.

FCFCU's program is a much more advanced form of surveying customers than most banks have in place today. "Generally banks will survey their customers once every one or two years, but it's on a more global level. By the time they do the survey and process the data, the economic outlook could change and so their results could be stale," explained Kaudy. "Few financial institutions do surveys on a transactional level in real time, but many are starting to consider it."

Actionable Data

Ennect Survey offers FCFCU easy-to-use visual analysis tools that transform the data it collects into actionable insights. This allows the credit union to focus on particular areas that need improvement.

“The reports Ennect Survey provided gave us greater flexibility for extracting and analyzing data."

Matthew Kaudy

Chief Marketing Officer
FCFCU

"We review survey reports as an executive team to identify issues at regional branches and to look for trends among our membership. We use these insights as a gauge. We might think something is working one way, but it's how we're perceived by our customers that really counts," said Kaudy.

The credit union takes the responses it collects seriously, using them to make changes that have had positive effects like shorter wait times at their branches and other service improvements.

At the end of the day we want consistency among our branches and the survey feedback really allows us to monitor that," said Kaudy.

Switching to Ennect Sweeps

Recently, FCFCU switched from using Ennect Survey to Ennect Sweeps. This was a tactical move to help the credit union increase the lift in its responses. Using Ennect Sweeps allowed the credit union to add an incentive to its survey—a $100 gift card—and automatically pick a random winner each month from survey respondents.

The offer was also a strategic move as it increases the likelihood that the credit union will get a better sampling of responses. Since surveys are more frequently completed by people who want to post complaints, by providing a chance to win something valuable, the credit union increases the likelihood of getting responses from customers who have had positive experiences. As a result, FCFCU has received more balanced responses from its membership.

The effect on customers, also, has been positive. "The comments we're getting from members indicates that they're very pleased that we're reaching out to them in an effort to better understand their experiences," said Kaudy.

Outsourcing to Save Costs

FCFCU has turned management of its survey program over the Ennect as another way to trim costs. The credit union provides basic survey content and leaves the rest to Ennect.

"Ennect provides 'a-to-z' service to us, making the program very turnkey and cost effective. The service allows me to outsource the survey design, list management, and program maintenance rather than having to allocate internal resources for these tasks," said Kaudy.

The program has had a positive effect on FCFCU's bottom line as well. Not only has the move to online surveys reduced the program's cost, but it's also helped the credit union increase the products and services that members use. "The timeliness of the surveys not only allows us to look for trends," Kaudy explained. "It also allows us to quickly identify problem areas and retain the business of our customers. It's a winning proposition all around."


Return to Customers Page

Close

Email:*Required
Your Name Required
Your Email Required
Colleague's Email: Required