LEADING WITH MEMBERVIEW

L EADING W ITH M EMBER V IEW Mission-Based Cultural Change We’re delighted to have you as a MemberView user, and we’re committed to partnering with ...
Author: Barry Reeves
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L EADING W ITH M EMBER V IEW Mission-Based Cultural Change

We’re delighted to have you as a MemberView user, and we’re committed to partnering with you every step of the way on the journey to creating an extraordinary member experience.

In this playbook you’ll find all of the tools you need to lead the cultural change that puts your MemberView data into action.

What’s Inside: Prescription for a Successful Launch ........................................................................................................ 2 Staff Introduction Recommendations .................................................................................................. 3 Staff Introduction Timeline ................................................................................................................... 5 Staff Introduction Email Templates ...................................................................................................... 6 Staff Introduction Talking Points .......................................................................................................... 7 Staff Introduction Custom Slide Presentation ...................................................................................... 9 Driving Mission-Based Cultural Change with MXPerformance Quarterly Recognition Program .......... 10 MXPerformance Quarterly Recognition Program .............................................................................. 11 Leading Process Improvement ............................................................................................................... 12 Integrating Memberview Into Your Credit Union’s Process Improvement Practice .......................... 13 Leading Your Coaching Team.................................................................................................................. 19 Monitoring Team and Individual Results ............................................................................................ 20 Best Practices for Coaching the Coaches ............................................................................................ 22 Setting Goals and Tracking Progress....................................................................................................... 24 How to Set Goals with MXPeer and Your Historical Data ................................................................... 25 Your Annual Goal-Setting Custom Recommendations ....................................................................... 28 Tracking Progress Towards Goals ....................................................................................................... 29

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P RESCRIPTION FOR A S UCCESSFUL L AUNCH

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S TAFF I NTRODUCTION R ECOMMENDATIONS The best way to engage employees in your MemberView Voice of Member program is to communicate early and often. Keep the rumor mill and the naysayers at bay by letting your credit union staff know exactly what you are doing and why you are doing. In this section, we’ll provide you with guidelines and tools for a successful, positive launch. If you’ve got questions along the way, let your MemberView Onboarding Concierge know. We’re here to help! GUIDELINES FOR SUCCESS Get employees involved early by involving a cross-functional team in the implementation process. See the MemberView Implementation Playbook for more details on which departments to involve. Make the connection between your MemberView Voice of Member program and your credit union’s mission. Your team is much more likely to feel good about the program if they know it’s part of your larger mission to improve your members’ financial lives. Employees aren’t inspired by statistics such as return on assets. They get engaged when they know they’re doing something worthwhile and important. MemberView is just an outcome measure, a scoreboard. The really important thing is how your team performs in making a difference for members. Tell your team how your MemberView Voice of Member program will affect them. Be upfront about how you’ll use the results for coaching, recognition, and accountability. Communicate the message face-to-face. We’ve included email templates for announcing the program, but have a least one face-to-face meeting to show the staff how important the program is to you and to give them opportunities to ask Executive Leadership Playbook: Page 3

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questions. You can do an all-staff meeting or go to branch locations to meet with small groups. Your MemberView Onboarding Concierge will provide a custom PowerPoint® presentation you can use for face-to-face or Webinar meetings.

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S TAFF I NTRODUCTION T IMELINE Trigger Event

Communication to Staff

Letter of Agreement Signed

Send email #1 as a general announcement.

Implementation Team Planning Complete

Conduct an all-staff presentation or road shows to introduce the program face-to-face using the Staff Talking Points and your Custom MemberView PowerPoint® Presentation.

Face-to-Face Presentations Complete

Coaches share all surveys and questions with staff. Your MemberView onboarding concierge will provide you with copies of all surveys and questions. Coaches lead staff discussions to list behaviors that will exemplify the standards measured via the questions. (See Coaching Playbook for instructions.)

One Week Before Member Feedback is Collected

Send email #2 to let staff know the program is beginning.

Your MemberView onboarding concierge will post these communication events on Basecamp as part of your overall Implementation Timeline.

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S TAFF I NTRODUCTION E MAIL T EMPLATES Email Template #1: General Program Announcement From: Executive Name To: All Staff RE: Making a Difference by Listening to Our Members At (insert credit union name here) we do a lot of listening to our members. I’m pleased to announce today that moving forward, we’ll have a better way to do it. We’re partnering with MemberView to implement a Voice of Member program that lets members tell us in detail what we’re doing right and what we can do better. It’s all part of our mission to (insert service mission here or “improve our members’ financial lives.”) In the next few weeks, I’ll be providing more information on the program. Your coach will also be sharing more details to you. I am looking forward to using this program to make our great credit union even better. As always, thank you for everything you do to make a difference in our members’ financial lives.

Email Template #2: Program Launch Announcement From: Executive Name To: All Staff RE: MemberView Voice of Member Program Begins Over the past few weeks, I’ve been talking about our new MemberView Voice of Member program. I’m excited to announce that we’ll begin collecting member feedback on (insert date here). After our first month of collecting member feedback, your coach will be sharing the results with your team and with you personally. I’m looking forward to hearing from members about all of the things that each of you are doing to fulfill our mission to (insert service mission here or “improve our members’ financial lives.”) I am also excited about hearing from our members how we can improve our service, but I’d also like to hear from you. If you have an idea for improving member service, please let me know.

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S TAFF I NTRODUCTION T ALKING P OINTS What We’re Doing

Today I’m excited to announce that we’re starting on a journey to take our great credit union to the top of the credit union industry. Next month (or other timeframe) we’re implementing a new way for members to let us know how we’re doing and what they’d like to see for their credit union. The program is called MemberView. It works like this: (List all of the ways members can give feedback as well as the experiences they’ll be evaluating.) Example: Members will receive email invitations from us to go online and take a survey when they’ve done one of the following:  Applied for a loan  Completed a transaction in the branch, by phone, by email, or in the drive-through  Used our mobile app  Joined the credit union Members can also access the surveys by following a link or scanning a QR code on their receipts We’ll also be calling new members to find out about their experience.

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Why We’re Doing It

We’re doing this to fulfill our mission which is to (List your service mission statement here.) Example: Make a Difference in Each Member’s Financial Life. This program is called a Voice of Member program because it lets every member tell us how we have done and how can do better at helping them.

What it Means for You

In the coming months, we’ll be sharing the results of the program with everyone. We expect we’ll get a lot of positive feedback from our members, and we’ll be letting each of you know when you fulfill our mission by making a difference for the members you serve. Each month your coach will sit down with you to share what you’ve done to exceed our members’ expectations and what you can do to get even better at helping our members. If you serve members, you’ll receive a personal score on a scale of 1 to 5, with 5 being the best. Anyone who scores (Give threshhold score here.) or above for a (month, quarter) will receive recognition by (mention any reward/recognition program here.) Next year (or other time frame), we’ll be using the results of this feedback to evaluate your team and individual performance. For now, we’d like you to focus on doing your very best for members and listening carefully to their feedback in order to do even better.

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S TAFF I NTRODUCTION C USTOM S LIDE P RESENTATION Your MemberView Onboarding Concierge will prepare a custom slide presentation for you to use when introducing your program to your staff. The slide presentation will be uploaded to Basecamp.com once you’ve chosen your survey questions and listening posts.

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D RIVING M ISSION B ASED C ULTURAL C HANGE WITH MXP ERFORMANCE Q UARTERLY R ECOGNITION P ROGRAM

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MXP ERFORMANCE Q UARTERLY R ECOGNITION P ROGRAM To keep staff engagement high, MemberView provides your credit union with our MXPerformance Quarterly recognition program and slide presentation. This turnkey program allows your executive leadership team to keep your Voice of Member program alive and vital. Your Custom MXPerformance Quarterly Presentation Within 30 days of the end of a quarter, your MemberView client manager will send you a link to download your quarterly custom slide show. It’s ready for you to use or to further customize to present to your team at an all-staff meeting or as part of a Webinar. Your custom presentation will include both scores and stories. While it’s important to show your team the scoreboard, it’s even more important to connect your Voice of Member program to your credit union’s mission. That’s what keeps employee engagement high. Your presentation will include the following components: 1.

2. 3. 4.

Actual versus Goal Performance for key outcome measures for the quarter. (Note: The goal will only be shown if your credit union has set an organization goal for key measures.) Top team recognition. Top performer recognition. Stories about positive member experiences culled from the best of your members’ comments.

Some credit unions combine recognition with a monetary reward such as a gift card. While this is a great gesture, we find that the personal recognition is most valued by high performing employees.

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L EADING P ROCESS I MPROVEMENT

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I NTEGRATING M EMBERVIEW I NTO Y OUR C REDIT U NION ’ S P ROCESS I MPROVEMENT P RACTICE At MemberView, we believe that an unparalleled member experience consists of great people working within flawless processes. That’s why we include built-in process improvement tools via the MXProdigy reporting system. Take Small Steps We’re advocates of using agile methods of process improvement. Too often, credit union process improvement initiatives are stalled because of a lack of resources. Agile methods allow teams to work iteratively, i.e., in small steps or “sprints” rather than waiting for perfection to deliver an improvement. Monumental changes often negatively impact “normal” work flow. Staff resources are drained. A multitude of problems can crop at once, straining resources even further. The MXProdigy Member Experience Improvement Planning Tool allows teams to identify small steps they can take to make incremental improvements in the member experience. A Cross-Functional Improvement Team for Every Member Experience We recommend appointing a cross-functional team for every member experience you’re measuring with MemberView. For example, if you’re measuring the consumer lending experience your team might consist of representatives from your contact center, your lending contact center, your loan processing team, branch-level member service representatives, and information technology. Agile methods involve face-to-face, frequent communication among teams.

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Generating the MemberView Member Experience Improvement Planning Tool The MemberView Member Experience Planning Tool is an invaluable resource for making iterative improvements in the member experience. Your process improvement teams should generate this tool regularly to inform priorities. To generate a planning tool, simply log-in to MemberView and choose “Run a Report”.

When the report menu appears, select Member Experience Improvement Plan from the Report Type drop-down menu.

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Next, choose a date range for your report. In the example below we’ve chosen to view all member feedback from the previous quarter.

Select the delivery channel you want to evaluate. For example, if you just want to see how members feel about the online lending process, choose Web from the Delivery Channel drop-down menu.

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Select the experience type you want to evaluate. In this case, we want to evaluate the online lending process, so we’ve chosen Consumer Lending from the Event Experience drop-down menu.

Generate your report by clicking the Run Report button at the bottom of the dashboard menu.

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The next screen informs you that a Microsoft Word® document has been generated for download.

The Member Experience Improvement Plan can be used to take your team step-by-step to identify areas of strength and weaknesses in aspects of the member experience. Open-ended feedback is organized in two ways: 1.

2.

Net Promoter score vernacular, i.e., Promoters, Passives, and Detractors. Your team can see what those who say they’d recommend the credit union to others like about the experience. They can also read what your detractors are saying and use this as the basis for experience improvement. Member Effort Scoring. Comments are shown, by score, for any member who rates your process a 5 or less on the 7 point scale used to measure member effort. Members are asked what would have made the process easier for them.

One credit union, for example, learned that members’ main frustration in the mortgage lending process was not having a way to know where their loan was in the process. Members wanted more frequent updates on progress. Another credit union learned that members became frustrated when signing up for a checking account online because there was no chat function on the website for immediate assistance when they had questions during the application process.

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The Member Experience Planning Tool includes an Improvement Plan worksheet to help your team prioritize and monitor member experience improvement.

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L EADING Y OUR C OACHING T EAM

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M ONITORING T EAM AND I NDIVIDUAL R ESULTS

Branch 10

Branch 9

Branch 8

Branch 7

Branch 6

Branch 5

Branch 4

Branch 3

Branch 2

Branch 1

The MemberView dashboard gives you a quick way to monitor team performance. When you log in to MemberView you’ll see a scorecard for key outcome measures for the entire credit union for the year to date. At a glance, you’ll see how teams are performing relative to one another on the Top Teams chart.

To see how individuals are performing scroll through the Top Performers chart. This chart shows high and low performers for the prior month.

Betty Jones

Main Branch

Andy Ortega

Main Branch

Sandy Simmons

Westside Branch

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To see a region or team’s performance trend, select the team’s coach from the drop-down filter. The report will show you the coach’s performance compared to the overall credit union average on key performance measures.

COACH NAME

Coach Name – Main Street Branch

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B EST P RACTICES FOR C OACHING THE C OACHES “Failure is closer to success than inaction,” said Earl Bakken, the inventor of the first wearable pacemaker. The greatest obstacle to building a culture of extraordinary service is simple inaction, especially when it comes to coaching and accountability. MemberView provides a powerful data tool. However, it’s up to the credit union’s leadership team to make sure each coach is using the data to enhance performance improvement. Leaders of credit unions who show continual improvement in team and individual performance incorporate the best practices listed below.

5 Best Practices for Coaching the Coaches •

Visit branches and departments to talk to each coach’s team members. Are they engaged? Can they articulate the service mission? Are they excited about their successes in improving members’ financial lives?



Look for signs of low morale or low accountability. Is there high absenteeism or high turnover? Are scores in MemberView and other measures of performance particularly low for this team?



Ask employees about their interactions with their coach. Has the coach shared the results of MemberView and other relevant performance measures with them? Do they know exactly what is expected of them? Have they ever participated in writing an action plan with their coach?



Watch the coach in action. Occasionally attend a team meeting or sit in on a tough conversation between the coach and a team member.



Ask the coach good questions. For a team or individual with a high score

Give positive reinforcement to the team or employee and the coach. Ask the coach, “What will you do to give positive reinforcement to this team or team member?” Ask the coach, “Which of your coaching efforts has contributed most to this great score?” Ask the coach, “How do you think your team can continue to get results like these?” Ask the coach, “What have you done in the past that worked in this situation?” Executive Leadership Playbook: Page 22

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For a team or individual with an improved score—

Give positive reinforcement to the team or employee and the coach. Ask the coach, “Which of your coaching efforts has contributed most to this improved score?” Ask the coach, “What actions will you and this team or team member take to make sure they/he/she maintain this level of performance?” Ask the coach, “What have you done in the past that worked in this situation?” For a team or individual with a low score—

Ask the coach, “What was this team or team member’s response when you discussed these results with them/him/her?” Ask the coach, “What action steps has this team/team member committed to taking to improve their/his/her performance?” Ask the coach, “How will you monitor this team or team member’s performance?” Ask the coach, “How will you hold this team or team member accountable?” Ask the coach, “What is the next step if this team or team member’s performance does not improve?” Ask the coach, “What have you done in the past that worked in this situation?”

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S ETTING G OALS AND T RACKING P ROGRESS

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H OW TO S ET G OALS WITH MXP EER AND Y OUR H ISTORICAL D ATA MemberView lets you set realistic stretch goals at the credit union, team, and individual levels using its proprietary MXPeer data and your credit union’s own historical data. To see how your credit union compares to other credit unions, click on the “View Peer Score Analysis” link above a report.

Your Credit Union

You’ll see how your credit union compares to other credit unions on key outcome measures. The chart below shows how one credit union ranks on the total experience score.

Your Credit Union

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You’ll also be able to view this information graphically by scrolling down the page:

Your Credit Union

Your credit union’s historical data is also a key piece of the goal-setting process. Peer data can be useful as a general guideline, but there is really no exact peer for your credit union. Other credit unions have different markets, different membership bases and different resources. The best way to set goals is to view your credit union’s own historical data in MemberView. To see how your credit union is doing on key outcome measures period-over-period, choose the “Scorecard” report from the “Generate a Report” screen:

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The chart shows that our sample credit union has a score range of 4.54 to 4.66 over the first seven months of the year.

Set good stretch goals by first ascertaining what is possible based on peer and historical data. Then add a bit of a stretch to challenge your team. Let’s return to our sample above. This credit union’s year-to-date score for the Total Experience is 4.61 out of 5.00. That’s a good score, near the credit union peer median. However, if we look back to the peer average chart, we can see that the credit union will need a score of 4.66 or better to reach the 75th percentile. At the same time we see that the credit union did reach a score of 4.66 during the month of March so the score if obtainable. To add a bit of stretch to the goal, the credit union may target a score in the range of 4.68 to 4.70 as its goal.

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Y OUR A NNUAL G OAL -S ETTING C USTOM R ECOMMENDATIONS To assist with your annual goal-setting efforts, MemberView provides you with a custom goal recommendation annually. Your dedicated MemberView client manager will prepare recommendations based on peer averages and your historical data.

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T RACKING P ROGRESS T OWARDS G OALS Once you’ve set your annual goal, it’s easy to keep track of your progress with the MemberView MXProdigy reporting portal. Your dashboard shows you at-a-glance how you’re doing month-overmonth on key outcome measure compared to your custom stretch goal. The report filter allows you to see how regions and teams are performing against goal.

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Your MemberView dashboard will also show your progress toward your custom goals by member experience type as well as by region and team. The example below shows that the credit union exceeded its goal for all key outcome metrics in the previous month.

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