Member Effort Score

The essential idea behind the Member Effort Score in the credit union industry, is that reducing the effort required for your members to do business with you will result in fewer detractors and a better member experience, thus improving loyalty. In other words, the easier you make it to do business with you, the more loyal your members will become.

Click here to read an article, published by Member Loyalty Group in CUInsight.com, which explains more about the Member Effort Score. 

MLG Recommendations for adding Member Effort Score

For credit unions that want to add Member Effort Score to their member experience program, we would recommend adding it to only the Transaction surveys.

It should appear after the Agreement grid in the survey. Dr. Laura Brooks recommended this positioning within the survey because the Overall Satisfaction and Agreement grid have been benchmarked and trended for a number of years, as the first questions. In order to reduce any scoring impacts, she recommended asking the Effort question after these.

We recommend the following question wording. This was developed to ensure that a variety of credit unions will be able to participate and benchmark scores together.

This question has 3 versions.

[If Transaction Type = Branch, Call Center OR Remote Service]
[cu_name] made it easy for me to complete my transaction or inquiry.

[If Transaction Type = New Member]
[cu_name] made it easy for me to open my new account.

[If Transaction Type = New Product]
[cu_name] made it easy for me to open my new [new_product].

The rating scale for this question will be as follows:

• 7-Strongly Agree
• 6-Agree
• 5-Somewhat Agree
• 4-Neither Agree nor Disagree
• 3-Somewhat Disagree
• 2-Disagree
• 1-Strongly Disagree

Also, the following Agreement statements should be removed, as they would be redundant:

[If Transaction Type = New Member]
It was easy to apply for new membership

[If Transaction Type = New Product]
It was easy to {FBK_PROVIDER.STRING87} this new {FBK_PROVIDER.STRING76}

To add the Member Effort Score question to your Transactional surveys simply reach out to the MLG Support Team.