Member Journey

Understand the trends and issues impacting your members today and how they engage with your credit union.

Member Journey Details

The Harvard Business Review recently published research linking low customer effort to high customer loyalty. They asked this single question:

“How much effort did you personally have to put forth to handle your request?”

What did they find? A high correlation between low customer effort and loyalty.

Member Journey

Grounded in research, Member Journey evaluates and improves the member journey and focuses on ease of use. 

    • Ease of Use Benchmarking - Filene found that an imperative first step is to measure the current member efforts using survey techniques.
    • Mapping the Current and Future Member Journey - Explore and document your current member journey. Identify the top three-five most critical member experiences including the current journey, exploring the "dream state" for those experiences, and acknowledging gaps - all with a narrow
 focus of making access to your credit union effortless for the end user.
    • Live Observational Research – Observe members and potential members utilizing the credit unions website and/or mobile applications. These important inputs will help develop strategies to improve the journey.
    • Innovation Immersion – Using human centered design, use the insights gathered from the Ease of Use Benchmarking work and the Journey Mapping to create innovations that will help grow your credit union’s Member Journey strategy. 
    • Prototyping– Market testing, or "prototyping," is a proven way to quickly and inexpensively determine which ideas are the strongest and most effective in making your member journey easier. 
    • Strategy Development – With benchmarks in place, the critical member journeys defined, and new innovative ideas developed, put all of the elements of the strategy together.


    "(The Member Journey) workshop was very information and helpful in helping me road map what members go through when using our products and services. We don't always think about what they may be feeling when they try products and services of ours, but this workshop put that thought in perspective and made me really realize how important it is that credit unions be there for their members and not just for themselves."

    Aaliyah Cuthrell
    Housing and Urban Development Federal Credit Union