How To Get Members To Tell You What They Want
I've watched marketing managers and directors sweat out a new financial product introduction, rate changes, branch
And make no mistake about it, members are a fickle bunch. When the newest restaurant chain opened near my home
The driving principle here is not to try to be a hero, visionary, or gambler. Ask the members what they want. They
I was in the newly designed branch of a client of mine the other day when I heard a member in the teller line say to
There are several good reasons for asking members for their reaction before you make major changes:
1. They usually have some excellent ideas, which are available to you for free.
2. They will often point out risks or downsides that can thwart even the best plans.
3. There will be no surprises among your best members when changes are made.
4. Even if you haven't followed their advice, your members will feel better for having been asked.
5. You've provided another opportunity to communicate with your members and generate loyalty.
The smarter newspaper management has been pretty good at asking readers and advertisers what they need. They
Any business can learn rapidly and accurately from asking the customer. While you can hire consultants to run focus
* Assign key people-including yourself-to take turns greeting people who enter and ask them to react to your
* Ask tellers, MSRs and loan officers to mention changes informally and gauge customer reaction.
* Use a brief survey form at buying points, but make it very brief and have it completed on the spot.
* Offer to raffle off a prize or 500 free checks for a form chosen at random every day.
* In your statements and other customer mailings, insert a brief survey form with a dollar bill or inexpensive gift
* Choose the top 10% of your members and use a brief phone survey.
There's no use worrying about proposed changes as if you are in a vacuum without feedback or assistance. And none
There is, of course, one even better group to ask about your plans and from whom to solicit feedback: your
Christopher Brya is CEO of the Solavista Consulting Group. He can be reached at (602) 636-2510 or on the web: www.solavista.com