Ashley KohlrusChief Experience Officer Allegacy Federal Credit Union ($965M) Winston-Salem, North Carolina

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NTCUE  PROJECT  UPDATES  &  RESULTS:

Mapping  the  Member  Experience

“The  secret  of  success  is  making  your  VOCATION  your  VACATION.”  Mark  Twain

THREE  KEYS  TO  SUCCESS

•Passion  •Purpose•Performance

CULTURE  DRIVES  SUCCESS

Building  a  Model  of  People,  Processes,  and  Procedures  for  Allegacy

MAPPING  THE  MEMBER  EXPERIENCE

• Strategy:  • Enhance  partnership  between  Leaders  &  Employees  to  ensure  strong  cultural  fit

• TacRcs  &  Results:• Evalua@ng  roles  and  responsibili@es  of  front  line  service  and  plaeorm  employees  (Strategic  Workforce  Planning)

• Expanding  use  of  job  fit  assessments  

PEOPLE

• Listening• Internal  communica@on• Mission  &  Culture  surveys• Internal  service  surveys

• Empowering  employees• Empowerment  model• Encouraging  risk  while  maintaining  fiscal  responsibility• Encouraging  new  ideas,  Synergy  behaviors,  and  member  service  with  recogni@on

OUTSTANDING  TEAMWORK  ‘SPOKE’

• TacRcs  &  Results:• Improving  internal  processes• Internal  communica@on• Member  Experience  component  to  Project  Management

• Improving  external  processes• Role  of  greeter• “Look”  of  Financial  Center

• Strategy:  • Gather  input  and  iden@fying  efficiencies  throughout  the  enterprise  

PROCESSES

• Talking  with  our  members• Formal  complaint  and  compliment  process

• Member  surveys• Expanding  role  of  social  media

OUTSTANDING  MEMBER  SERVICE  ‘SPOKE’

• Strategy:    Align  procedures  with  member  experience

• TacRcs  &  Results:• Evalua@ng  policies  and  procedures  to  ensure  they  align  with  empowerment  efforts

• Enhancing  the  usability  of  loan  policies• Including  the  ‘voice  of  the  member’  in  procedure  reviews  and  implementa@on  

PROCEDURES

•Passion  •Purpose•Performance

THREE  KEYS  TO  SUCCESS

QUALATATIVE  MEASUREMENTS

Sent:  Friday,  June  29,  2012  11:31  AMTo:  Kohlrus,  AshleySubject:  Dona@on  Response  Ashley,  First  of  all,  thank  you  for  your  generosity.  Second,  I  would  like  the  dona@on  that  you  men@oned  in  your  leler  to  go  toward  "Homes  for  our  Troops."  What  they  do  is  wonderful  for  these  service  members  returning  home.  Please  make  sure  you  extend  my  graRtude  to  Mr.  Keener  for  making  a  not-­‐so-­‐great  experience  much  be+er.  Should  you  have  any  ques@ons  or  require  any  addi@onal  informa@on,  please  feel  free  to  call  me;  perhaps  a  focus  group  could  be  in  my  future  aper  all...    Again,  thanks  everything,

Survey  Tool CURRENT  YEAR  RATING

ANNUAL  IMPROVEMENT

Quality  Loop 4.890 0.055

Net  Promoter 9.59  /  88% 0.59  /  6%

MemberShoppers 4.36 0.06

LendingView 4.86 n/a

QUANTITATIVE  MEASUREMENTS

Survey  Tool CURRENT  YEAR  RATING

ANNUAL  IMPROVEMENT

Quality  Loop 4.890 0.055

Net  Promoter 9.59  /  88% 0.59  /  6%

MemberShoppers 4.36 0.06

LendingView 4.86 n/a

0

2.50

5.00

7.50

10.00

%  Loan  Growth %  Loan  Deliquency %  Member  Growth

AllegacyAll  Credit  Unions

QUANTITATIVE  MEASUREMENTS

• 2013  Focus:  The  Year  of  Member  Experience•Member-­‐centricity  as  a  strategy  

•Transforming  vision  into  ac@ons  that  deliver  on  service  promises

• Enterprise-­‐wide  efforts  (Credit  Union,  Investment  Group,  CUSOs)

• Con@nued  value  on  culture  and  driving  financial  performance  

LOOKING  AHEAD

“The  design  of  the  Mac  wasn’t  what  it  looked  like,  although  that  was  part  of  it.  Primarily,  it  was  

how  it  worked.  To  design  something  really  well,  you  have  to  get  it…

It  takes  a  passionate  commitment  to  really  thoroughly  understand  something,  chew  it  up,  

not  just  quickly  swallow  it.”Steve  Jobs  

IN  CONCLUSION

THANK  YOU!

Q&A with

Ashley3