CUNA News
  • LOG IN
  • Create Account
  • Sign Out
  • My Account
  • LOG IN
  • Create Account
  • Sign Out
  • My Account
  • Credit Union Magazine
    • Buyers' Guide
    • COVID-19
    • Digital Edition
    • Credit Union Hero
    • Credit Union Rock Star
    • Subscribe
    • Advertise
    • Contact
  • Advertise
  • Topics
    • Community Service
    • Compliance
    • Credit Union Hero
    • Credit Union Rock Star
    • Credit Union System
    • Directors
    • Human Resources
    • Leadership
    • Lending
    • Marketing
    • Operations
    • Policy & Issues
    • Sales & Service
    • Technology
  • Awards
    • Nominate Credit Union Hero
    • Nominate Credit Union Rock Star
  • Podcasts
  • Videos
  • Jobs
  • Contact

News

Home » Collaboration benefits all involved

Collaboration benefits all involved

‘We were interested in learning from a seasoned shop that had ironed out the wrinkles.’

June 11, 2020
Ron Jooss
No Comments
2020-06-Collaboration-117945

In 2019, a team from $1.7 billion asset Credit Union of Southern California (CU SoCal), Anaheim, Calif., visited $5 billion asset Redwood Credit Union, Santa Rosa, Calif., to learn how to better administer its member satisfaction and loyalty program.

Redwood is a long-time user of the Net Promoter Score (NPS), a tool used to gauge consumers’ loyalty to an organization.

“We rolled out a member experience team in 2019, and one of the team’s jobs is to administer this program for the entire organization,” says Michelle Hunter, chief communications and experience officer at CU SoCal. “We were interested in learning from a seasoned shop that had ironed out the wrinkles.”

Hunter learned Redwood had used the program successfully for a decade. She reached out to Redwood President/CEO Brett Martinez about a visit.

Martinez put Hunter in touch with Andy Ramos, Redwood’s senior vice president of member engagement, to arrange a visit.

“On Dec. 11, three of us flew to Northern California in the morning and spent the day with their team,” Hunter says. “We flew back that evening after getting tons of golden nuggets of information from them.”

Hunter met with her team in advance to determine what success would look like and what they hoped to achieve. “We crafted a list of questions and offered them to the folks at Redwood beforehand.”

Michelle Hunter

‘Together we’re better. And when we do better, American consumers do better.’

Michelle Hunter

Using the questions, Redwood crafted a presentation on the loyalty and satisfaction program. “They had multiple team members come in and visit with us based on our questions,” Hunter says.

“We shared how NPS is pervasive in our culture and its influence over both tactical and strategic activities,” says Ramos.

Hunter appreciated the insightful perspectives Redwood offered. “This is a comprehensive program, so there were a variety of components, from administration to communication, as well as best practices.”

This collaboration made all the difference for CU SoCal.

CUNA Marketing & Business Development Council

“After we debriefed, we made changes to our program,” Hunter says. “We took some of the best practices we learned from Redwood, pivoted, and changed some job descriptions. When we learned key takeaways from a well-oiled machine, a team that was performing exceptionally well based on their survey results, we made those changes for the better.”

Ramos says Redwood benefited from the exchange as well. “You always gain new perspectives from questions you hadn’t considered,” Ramos says.

“Together we’re better,” Hunter adds. “And when we do better, American consumers do better. That’s why we’re here: to better the lives of our members.”

Post a comment to this article

Report Abusive Comment

Credit Union Magazine: Spring 2023

Spring 2023

Credit Union Magazine’s Spring 2023 issue features the 2023 Credit Union Heroes and examines CUNA-League advocacy priorities, board leadership, the impact of financial well-being efforts, fee-related compliance issues, predictions for the year ahead, and more.
Digital Edition •  Subscribe

Trending

  • CUNA Mascot Madness: Which mascots deserve a spot in the championship?

  • CUNA Mascot Madness: See the West winner and vote for the South champ

  • CFPB releases section 1071 small business lending final rule

Tweets by CUNA_News

Polls

Mascot Madness: Semifinal 1

Mascot Madness: Semifinal 2

View Results
More

Champion for the Credit Union Movement

Credit Union National Association is the most influential financial services trade association and the only national association that advocates on behalf of all of America's credit unions. We work tirelessly to protect your best interests in Washington and all 50 states. We fuel your professional growth at every level and champion the credit union story at every turn.

More CUNA

  • Membership
  • Contact Us
  • Careers

Resources for

  • Credit Union Advocates
  • Leagues
  • Press
  • Providers

Our Affiliates

  • American Association of Credit Union Leagues (AACUL)
  • Credit Union Awareness
  • Credit Union House
  • CUNA Strategic Services
  • National Credit Union Foundation
GET CUNA UPDATES
© 2023 Credit Union National Association | ADA Compliance Notice & Legal
Email Us