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Member Recruitment and Retention Survey Program

	Are you ready to breathe new life into your member growth efforts?
	GCUA’s Member Recruitment & Retention Survey Program can help! The GCUA Growth Services department is pleased to introduce a powerful measuring tool aimed to assist credit unions with increasing membership recruitment and retention rates. The Member Recruitment & Retention Survey Program is an ongoing telephone-based survey conducted every 6-12 months to measure a credit union’s progress in membership growth and loyalty over time. The survey utilizes the Net Promoter® Score (NPS) as the baseline for tracking and validating a credit union’s progress and provides results to identify opportunities for improvement.
	About Net Promoter® Score
	Net Promoter® is a measurement of member satisfaction that classifies a credit union’s membership into 3 groups depending on their likelihood to refer the credit union to a friend, family member or associate. These groups include: Promoters (9-10): Are loyal members and will refer, maybe even urge, others to join the credit union. Passives (7-8): Are satisfied with your service, but are not loyal. They will rarely refer the credit union and will regularly consider other financial services providers. Detractors (0-6): Are unhappy members and likely feel trapped. They will tell others why they dislike the credit union. By obtaining an initial Net Promoter® Score across these three categories, credit unions can better understand their current membership’s satisfaction level as well as establish a benchmark against which to measure future progress in enhancing member loyalty.
	The Survey Process
	Implementation: GCUA Growth Services will work with the credit union to customize survey questions, identify a list of random members to survey, devise a project timeline and coordinate survey deployment. Analysis: Once the survey has been conducted and the data compiled, GCUA Growth Services will review and interpret your member responses. Final Report: After analyzing your member responses, GCUA Growth Services will create an easy to read report which identifies specific opportunities or areas for improvement on which the credit union can focus. This report will provide the credit union with their Net Promoter® Score and the reasons a member might not refer the credit union to a friend, family member or associate. Strategic Consultation: Once the survey process is complete, GCUA Growth Services will partner with your credit union to provide consultation regarding performance improvement strategies and proven tools for future success.
	But don’t take our word for it…
	Research reveals businesses that have successfully increased their Net Promoter® Score have also experienced growth in new business acquisition and improvement in business retention rates. This includes financial service providers such as USAA, American Express and San Francisco FCU, as well as businesses in other industries including Harley Davidson, Costco and Apple.
	Let us help you breathe new life into your credit union’s member recruitment and retention efforts by utilizing Net Promoter® Score results in a strategic and focused manner.
	To get started, please contact a GCUA Growth Services representative today: Eric Jenkins, Senior Vice President of CU Growth Services (770) 476-9625 x3423 ericj@gcua.org Kristi Arrington, Vice President of Information Development (770) 476-9625 x3451 kristia@gcua.org

For more information, please call GCUA at (770) 476-9625 or (800) 768-4282, or e-mail CUDevelopment@gcua.org.

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