Report
496
Number
Jan 08 2020

The Needs-Adaptive Member Journey

There is no one-size-fits-all map of a member's needs, goals or expectations. Instead of focusing on a "purchase," consider using member goals and well-being to anchor your credit union's business strategy for facilitating member journeys.

Utpal Dholakia
Utpal Dholakia
George R. Brown Professor of Marketing, Jones Graduate School of Business
Rice University
Report Number 496
The Needs-Adaptive Member Journey

The Needs-Adaptive Member Journey

Executive Summary

When, why and how do consumers engage with a financial services provider? In a service industry landscape marked with significant change, credit unions must shift their approach to measuring member journeys and linking those journeys to their business strategy. Member journeys are not lived out in linear steps and stages, but rather ongoing back-and-fourth configurations of cognitive and behavioral states that a consumer might experience during their journey. At the center of these diverse states is member well-being. 

This brief identifies 12 "needs-adaptive" member journey frameworks that capture typical commercial experiences. Credit unions can benefit by mapping common journeys their own members take and adapting their business strategy to put members' needs, motivations and well-being at the center. The needs-adaptive member journey combined with the DUE (Discover-Understand-Execute) framework offers credit unions a tool to link the measurement and management of member experience to business strategy decisions.