Want to improve member experience? Don't add, subtract!
Want to improve member experience? Don’t add, subtract! Last fall, a client wanted some guidance; they were unsatisfied with the penetration rate of checking accounts within their member base. Over the last few years they had tried many approaches; market research seemed to point to gaps in their offerings with various member segments, so they embarked on a process that included adding several different account options for members. Adoption rate on most of the new accounts were minimal, despite the research findings. They wanted help, what were they missing, what was the magic new account...