CO-OP, Mastercard Analyzed 2,000 Financial Journeys, Focusing on Their Experience with Credit Unions
To offer credit unions a clearer picture of the member financial journey, CO-OP Financial Services is offering a free white paper and in-depth report that provides analysis of 2,000 individual journeys experienced by credit union members nationwide.
“Mapping the Member Journey” was prepared by CO-OP in partnership with Mastercard Advisors. The study measured the performance of 13 different member engagements, such as applying for membership, making a service complaint, initiating a balance inquiry or starting an investment account. It then studied how both positive and negative performance influenced future behavior.
“In the digital age – where every transaction is captured, analyzed and followed-up on – true insight beats anecdotal knowledge every time,” said Todd Clark, President/CEO, CO-OP. “Our goal was to take a data-informed, scientific approach to discovering fresh opportunities for daily interactions with members. This kind of detailed insight into how members interact with their credit unions, what they value and what they don’t, will help optimize experiences for increased member satisfaction, retention and growth.”