The Context

Because of its dedication to help Ohio credit unions grow, succeed, and advance, the Ohio Credit Union League (OCUL) prioritizes listening to the voice of its customers. To enable such listening, OCUL engaged Illuminology to conduct multiple annual surveys of its members.

The Critical Questions

How satisfied are credit union leaders with their overall experience with OCUL, and how likely are those leaders to recommend OCUL to their peers? What services, tools, and opportunities do credit union leaders want their statewide association to provide? And what topics do credit union leaders want to learn more about from their statewide association?

Our Solution

Working in partnership with OCUL, Illuminology designed and deployed multiple online surveys to OCUL’s members. When designing the survey questionnaires, a choice was made to have two sets of questions. One set of questions would be asked each time (e.g., satisfaction ratings), allowing OCUL to detect statistically significant changes from year to year. And the other set of questions would be modular, changing each year to focus on strategically important concepts at that time.

Illumination

After administering these annual membership surveys, Illuminology was able to produce valid and reliable information that helped OCUL better understand how its members evaluated its performance and how OCUL could better serve its members.

Resolution

Each year, OCUL carefully reviews the research findings and takes actions informed by these membership surveys. And over time, OCUL has received increasingly positive evaluations from its credit union members, along with strategic information that helps OCUL ensure it provides members with the products, services, and supports that are needed.