5 ways to take charge of online reviews
Marketing leaders from three credit unions share strategies for how they nurture positive reviews, respond to negative ones, and retain members.
Online reviewers can be fickle. Sometimes, their only feedback in a lifetime of membership depends solely on their last interaction with the credit union. Case in point: Last year, a member gave a five-star rating on Facebook to Heritage Federal Credit Union($590.0M, Newburgh, IN), proclaiming “Heritage Federal is the only bank I’ll ever use.”
Less than two weeks later, after failing to get a timely call back from the credit union, the member changed her review to one star, noting “if I could give zero stars, I would.”
All was not lost, however. After a response from the credit union on Facebook, a private message, and a call from a manager, the member changed her rating back to five stars, saying, “I’ll gladly admit when I am wrong … Tim treated me like a had $1 million in the account.”
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