Member Loyalty Group (MLG), a company specializing in member experience analytics and strategic support for credit unions, has released a new generative AI-powered solution aimed at improving the efficiency and consistency of credit union responses to member feedback.
Credit unions often face challenges in crafting timely and personalized responses to member feedback at scale, a process that can be both time-consuming and prone to inconsistency. The new AI-powered enhancement integrates directly into Member Loyalty Group’s platform, leveraging generative AI to automatically draft customized, on-brand messages. This tool can be adjusted to align with a credit union’s specific communication standards, desired tone, reading level, and phrases to avoid, ensuring a consistent voice across all interactions.
A recent pilot program with Newport News, Va.-based Langley Federal Credit Union demonstrated the solution’s impact. In the first month, Langley FCU observed a 14% increase in rapid responses and a 5.6% rise in member-read responses. The credit union’s member engagement rate also doubled, growing from 1.9% to 3.8% of members replying to follow-up messages.
Heather Caldwell, Member Experience Analyst at Langley FCU, commented on the pilot’s success, stating, “Using the new AI template made it easier for our teams to follow up with more members in a meaningful way. We have seen an increase in the timeliness of our responses and our teams feel better equipped to deliver high-quality communication. We’re excited about the long-term potential of this new tool.”
Jake Foreman, Chief Program Officer of Member Loyalty Group, emphasized the importance of closing the loop with members: “Closing the loop with members is one of the most impactful steps in improving the member experience. The AI-powered solution empowers credit unions to do this more effectively with the ability to respond faster, more consistently, and in a way that strengthens trust and loyalty while saving valuable time.” The platform aims to streamline the follow-up process, reducing manual effort for credit union employees and allowing them to focus on high-impact issues. This approach helps ensure that every member receives timely and thoughtful communication, whether it’s a simple thank-you or a follow-up on a negative experience, ultimately strengthening member relationships and enhancing the overall experience.
