This article was based on the interview with Kristen Heisey by Mark Slatin for The Delighted Customers Podcast with Mark Slatin. Listen to the original episode here:
In the interview, Kristen Heisey, the CEO and president of Everence Federal Credit Union, discusses the importance of having deeper conversations with customers to drive loyalty. She emphasizes the need to go beyond just satisfying customers and instead focus on building relationships and understanding their needs on a deeper level.
One of the key points that Kristen makes is that customer satisfaction is just one aspect of measuring success in the customer experience (CX) realm. While metrics like Net Promoter Score (NPS) and Customer Satisfaction (CSAT) are valuable, they only scratch the surface of understanding the customer relationship. Kristen highlights the importance of looking at metrics that go beyond just feedback and satisfaction scores, such as tracking the number of services a member has with the institution and evaluating the depth of the relationship over time.
Kristen also discusses the importance of listening for cues that indicate a customer’s life stage changes, such as getting married, having a baby, or retiring. These triggers provide opportunities for deeper conversations and personalized solutions that can help strengthen the customer relationship. By focusing on these deeper conversations and understanding the customer’s needs and goals, financial institutions can drive loyalty and trust, ultimately leading to growth and success.
The concept of “enablers versus outcomes” is also highlighted in the podcast, emphasizing the importance of not just focusing on activities that enable success, but also on the outcomes that drive a better customer experience. By asking customers about their experience in solving problems and tracking improvements in this area, organizations can ensure that they are delivering value and creating a positive impact on the customer experience.
It is important to have deeper conversations with customers to drive loyalty. By going beyond surface-level interactions and understanding the customer’s needs and goals, organizations can build trust, provide personalized solutions, and create a memorable experience that sets them apart in a competitive market. Kristen Heisey’s leadership and customer-centric approach serve as a valuable example for organizations looking to differentiate themselves through exceptional member experience and drive loyalty for long-term success.
