Member Loyalty Group Launches Journey Analytics to Provide a Unified View Across Credit Unions
Member Loyalty Group, a provider of member experience analytics and strategic support for credit unions, has announced the launch of Journey Analytics, a new solution designed to help credit unions develop a more connected understanding of member experiences across channels, systems, and interactions.
The new offering is aimed at addressing a growing challenge for credit unions: making sense of the large and increasingly diverse volumes of information generated throughout the member relationship. Transactional activity, member feedback, operational performance, digital engagement, application data, and other signals can provide valuable insights individually, but organizations may struggle to understand how these data points connect across an entire member journey.
Journey Analytics is designed to bring those signals together, allowing credit unions to visualize how members progress through important experiences such as onboarding, lending, account servicing, and other interactions. By connecting information across stages and touchpoints, the solution can help organizations identify areas of friction, understand behavioral patterns, and recognize opportunities to improve engagement.
Credit unions have access to extensive amounts of member information. Every interaction, from completing an account application to contacting a service representative or using a digital banking platform, can generate data that potentially contributes to a broader picture of the member relationship.
However, analyzing individual metrics in isolation can make it difficult to understand what is actually happening during a member’s journey. A decline in digital engagement, for example, may not provide enough information to determine whether a member encountered difficulty during onboarding, experienced a service issue, failed to complete an application, or simply changed their behavior.
Journey Analytics is designed to provide a consolidated perspective by connecting information across multiple channels and touchpoints. Instead of evaluating individual interactions separately, credit unions can examine how those interactions fit together over time.
This approach can provide greater visibility into the progression of member experiences and help teams identify where members encounter challenges or disengage.
“Credit unions have no shortage of data,” said EJ Sieracki, CEO of Member Loyalty Group. “What can be harder to see is the story the data tells when you look across the full member journey. Journey Analytics helps organizations connect those signals, understand what is happening at different stages of an experience and pinpoint where improvements may have the greatest impact.”
Member journeys can involve numerous interactions with a credit union. The onboarding process alone may include an application, identity verification, account opening, initial funding, direct deposit setup, digital banking enrollment, and additional activities during the first several weeks of the relationship.
Similarly, lending journeys can involve applications, document submission, underwriting, approval, funding, servicing, and ongoing communication.
Account servicing can include both digital and assisted interactions, ranging from routine account inquiries to more complex service requests.
By analyzing these experiences as connected journeys, credit unions can gain a more comprehensive understanding of how members move from one stage to another.
Journey Analytics provides visibility into areas such as friction points, fallout points, behavioral trends, and journey progression. These insights can help teams determine where members are encountering difficulties and where changes to processes or communications may improve the experience.
The ability to examine progression can also help organizations distinguish between isolated incidents and broader patterns. For example, if members consistently abandon a particular stage of an application process, the data may help identify that stage as an area requiring further investigation.
One of the key capabilities of Journey Analytics is its focus on identifying friction throughout member experiences.
Friction can occur for many reasons. A digital application may be difficult to complete, a member may need to provide additional documentation, a service request may require multiple interactions, or a member may not understand the next step in a process.
When these issues are examined separately, it can be difficult to determine their overall impact. Connecting the interactions can provide a clearer picture of where members are dropping out or experiencing delays.
Journey Analytics is designed to provide visibility into these points of friction and fallout. Credit unions can use the information to investigate where members stop progressing through a journey and examine the behaviors or circumstances surrounding those outcomes.
This can support more targeted improvement efforts by helping teams focus on specific stages rather than relying solely on broad satisfaction measurements.
Another component of the solution is root cause analysis. While dashboards and performance metrics can indicate that an issue exists, understanding why that issue occurs is often more challenging.
For credit unions, identifying the cause of a member experience problem can require information from multiple departments or systems. A member’s experience may involve marketing, operations, lending, contact centers, digital banking, and branch teams.
Journey Analytics is designed to help connect these signals so organizations can investigate the underlying causes of member issues.
This can provide teams with additional context when evaluating performance. Rather than simply seeing that members are not completing a particular process, credit unions can examine the sequence of interactions leading up to the outcome.
The resulting insights can support more informed decisions about process improvements, communications, digital experiences, and member support.
Journey Analytics includes dashboards, reporting, and monitoring tools intended to support ongoing decision-making.
For credit unions, member experience management is not necessarily a one-time initiative. Member behavior and expectations can change over time, while new products, services, channels, and operational processes can introduce new opportunities and challenges.
Ongoing monitoring can help teams observe changes in journey performance and identify emerging trends.
The solution includes pre-built journey views aligned with common credit union experiences, while also providing customizable views. This flexibility allows organizations to examine journeys that are particularly relevant to their own business models and member populations.
Credit unions can therefore use the platform to establish a consistent framework for reviewing member experiences while adapting the analysis to their specific priorities.
The early stages of a member relationship can be particularly important because onboarding activities can influence how members begin interacting with a credit union.
BCU has used Journey Analytics to gain greater visibility into engagement among new members and how those members progress through the initial stages of their relationships.
“Journey Analytics gives us a clearer view of what meaningful engagement looks like for new members and how they are progressing through those early stages of the relationship,” said Melissa Castagna, Senior Director, Member Experience of BCU.
Castagna highlighted several measures that BCU can monitor through the solution, including the number of applications that are automatically approved, whether new members fund their accounts, and whether they establish direct deposit during their first 30 days.
These indicators can provide a more detailed picture of whether a newly acquired member is becoming actively engaged with the credit union.
Rather than evaluating acquisition and onboarding as separate activities, organizations can examine what happens after an account is opened and determine how members progress through the early relationship.
Member experience has increasingly become an important consideration for credit unions as organizations compete for new members while seeking to strengthen relationships with existing ones.
Understanding member experience requires more than monitoring individual satisfaction scores or measuring the performance of individual channels. Members may move between mobile applications, websites, branches, contact centers, email, and other channels during a single journey.
As a result, a problem that appears to originate in one channel may have connections to interactions that occurred elsewhere.
Rebecca Secor, Chief Experience Officer of Member Loyalty Group, emphasized the importance of viewing member interactions as part of a connected journey.
“Member experience has become a strategic priority for credit unions, but understanding how members interact with an organization requires more than looking at individual metrics or touchpoints,” Secor said. “Journey Analytics gives credit unions a way to view those interactions as a connected journey, helping teams recognize opportunities to act earlier and manage experiences more proactively.”
The launch of Journey Analytics reflects the broader effort among financial institutions to turn growing volumes of data into actionable business insights.
For credit unions, the value of data extends beyond reporting historical performance. Connected data can potentially help organizations understand member behavior, identify operational challenges, and determine where improvements may have the greatest effect on the overall relationship.
By providing a consolidated view of member experiences, Journey Analytics is intended to help credit unions move toward a more comprehensive approach to experience management.
The solution’s combination of journey visualization, behavioral insights, root cause analysis, dashboards, reporting, and monitoring can provide teams with tools for evaluating member experiences from multiple perspectives.
Its pre-built and customizable journey views can also allow credit unions to focus on the experiences most relevant to their organizations, whether those involve onboarding, lending, account servicing, or other key interactions.
As credit unions continue to expand digital services and offer members more ways to interact with their organizations, understanding the connections between those interactions is becoming increasingly important.
A member may begin an application online, receive assistance through a contact center, visit a branch, complete additional steps through a mobile application, and ultimately fund an account through another channel. Looking at any one of those interactions independently may provide only a partial picture.
Journey Analytics is designed to bring those interactions together and provide credit unions with greater visibility into how members move through their relationships.
By identifying friction points, analyzing behavioral trends, monitoring progression, and investigating potential root causes, the solution aims to give credit unions a more connected framework for understanding member experiences.
For organizations focused on strengthening engagement and improving member journeys, the ability to connect data across systems and channels can provide additional context for strategic and operational decisions. Member Loyalty Group’s new Journey Analytics solution is positioned around that approach, helping credit unions examine the full journey rather than relying solely on individual metrics or isolated touchpoints.
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