Magazine article CRM Magazine

InMoment Helps Solarity Gather Timely Feedback; the Platform's Listening Posts Enable the Credit Union to Create Member-Centric Services

Magazine article CRM Magazine

InMoment Helps Solarity Gather Timely Feedback; the Platform's Listening Posts Enable the Credit Union to Create Member-Centric Services

Article excerpt

When your brand promise is to be the financial services organization of choice for people who want extraordinary experiences, you need a customer feedback management platform that can help you keep that commitment. Solarity Credit Union wasn't hearing from its members often enough to deliver the kind of experience it touts.

"We knew that to provide an extraordinary experience, we needed that regular feedback on an ongoing basis," says Mina Worthington, CEO of the Yakima, Wash., institution.

Surveys were already a part of the credit union's strategy, but Worthington says it was an antiquated process that couldn't generate the insight her team needed. "We were looking for more immediate feedback and the ability to have our members respond quickly and in a very succinct way," she explains. That commitment to bolstering the customer experience prompted the team to find a solution that tapped into the needs and expectations of customers.

Solarity selected the InMoment platform in large part for its contemporaneous feedback loop, a critical component that would support its mission to provide excellent service.

Solarity's approach includes an omnichannel customer listening program across touch points, including mortgage, in-branch, call center, mobile banking, and web-based surveys that contain structured and open-ended feedback channels. From there, strategic insights are sent in real time to the executive team.

"When we capture the member at the right moment and we have an opportunity to correct a situation immediately, we touch members in a special way, and we can create raving fans," Worthington says.

InMoment essentially listens to feedback across a number of channels, looking for the digital bread crumbs customers typically leave behind. "It pairs all of those," explains Erich Dietz, senior vice president at InMoment. "It's direct feedback, like surveys, and indirect feedback, such as social media. We bring all of that together." The platform creates listening posts on the channels used by the organization's customers and employees, then applies analytics and predictive technologies to that data, driving smarter actions downstream.

To ensure the incoming information doesn't languish, Solarity employs a part-time person whose job it is to respond to the data coming out of InMoment. …

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