Twelve questions about how your new member program actually runs. No self-ratings, no email required. You'll get a maturity score, a read on each of the four drivers of first-year success, and your biggest opening.
Entry-channel journeys Question 1 of 12 A member who joined in a branch, one who opened online, and one who arrived through an auto loan at a dealership. How does your onboarding treat them? Every new member gets the same communications, regardless of how they joined. Mostly the same journey, with a few pieces swapped, like a different welcome letter. Some channels have their own track, others share one. Each entry channel has its own designed journey, built around how that member actually arrived.
Entry-channel journeys Question 2 of 12 What happens in a new member's first 30 days? A welcome communication, then nothing scheduled until the next general promotion. A short welcome series, then the member joins the general file. A structured first-90-days sequence with a defined purpose for each touch. The first 30, 60, and 90 days are staged steps in a longer first-year journey, each with its own objective.
← Previous question Entry-channel journeys Question 3 of 12 What does onboarding look like for an indirect member? Effectively nothing beyond the loan paperwork. The same welcome every new member gets. A modified version that acknowledges they came through a loan. A purpose-built indirect journey designed to turn a single loan into a second product.
← Previous question Signal & data Question 4 of 12 Could your team produce this list today: indirect members from last year who have since opened a second product? No. Getting it would take an IT request measured in weeks. We could pull it manually, with real effort. We can produce it, but nothing in our marketing acts on it automatically. Yes, and lists like it drive automated communications without anyone pulling anything.
← Previous question Signal & data Question 5 of 12 How does data get from your core banking system into your marketing communications? It doesn't. Marketing works from occasional exports, or without core data. Someone pulls a file every month or quarter and uploads it. An automated export exists, but it refreshes weekly or less often. A daily automated feed from the core decides who gets what.
← Previous question Signal & data Question 6 of 12 A member in your new-checking sequence opens a credit card in month two. What happens to their communications? Nothing changes. They keep getting the original sequence. Someone would eventually notice and adjust it by hand. They enter a card sequence too, but the two sequences don't know about each other. The journey adapts on its own. Behavior changes what they receive next.
← Previous question Cadence & coverage Question 7 of 12 When does your onboarding program end? There isn't a formal program, or it ends after the welcome touch. Somewhere in the first 30 to 60 days. Around 90 days. It runs the full first year, staged by month and milestone.
← Previous question Cadence & coverage Question 8 of 12 How consistent is your outbound member communication, month to month? It runs in bursts. A strong month when there's capacity, silence when there isn't. Most months happen, but volume and quality swing with the workload. A planned calendar holds most of the time. A defined cadence holds every month, because it's systematized rather than dependent on someone's spare time.
← Previous question Cadence & coverage Question 9 of 12 What determines what a new member hears from you in months 4 through 12? Nothing specific. They get whatever general promotions go to everyone. A couple of scheduled check-ins, plus the general promotions. A planned sequence covers part of that window. Months 4 through 12 are designed stages with their own objectives: activation, second product, habit formation.
← Previous question Measurement & outcomes Question 10 of 12 Do you know your credit union's first-year member attrition rate? No. We could calculate it, but nobody tracks it. We look at it once a year or when someone asks. It's a standing metric, tracked against a target.
← Previous question Measurement & outcomes Question 11 of 12 Can you tie a product opening to the communication that drove it? No. We see campaign results like opens and clicks, but not product outcomes. We can connect some conversions, with manual work. Communication-to-product attribution is built into our reporting.
← Previous question Measurement & outcomes Question 12 of 12 When leadership asks what marketing produced last quarter, what does the answer look like? Activity: campaigns sent, opens, clicks. Activity, plus a few anecdotal wins. Some outcome numbers, for some programs. A standing report tying programs to member outcomes: activation, products per household, retention.
← Previous question Your result
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Entry-channel journeys 0/9 Measurement & outcomes 0/9 This is a self-reported snapshot, not an audit. The conversation is where it gets specific to your credit union.
