Red Pepper and Qualtrics Help Fortera Credit Union Align Their Reputation and Ratings to Drive Membership and Assets Growth

The Challenge

Fortera Credit Union faced a significant challenge with its online reputation. Despite high Net Promoter Scores (NPS) and satisfaction ratings from their Qualtrics surveys, Fortera's Google ratings averaged a mere 2.7 out of 5 stars between 2014–2022. This discrepancy was potentially deterring prospective members and undermining Fortera's digital-first initiatives.

Fortera's leadership recognized the need to address this misalignment between their actual member satisfaction and online reputation. They leveraged their existing Qualtrics platform and sought guidance from Red Pepper to bridge this critical gap.

Uncovering the Opportunity

Through careful analysis of their Qualtrics survey data, Fortera identified that their low Google ratings stemmed from a lack of proactive solicitation of online reviews, rather than poor service. The credit union had collected less than 300 reviews over eight years, allowing a small number of negative experiences to disproportionately impact their overall rating. Fortera recognized an opportunity to align their online reputation with the positive experiences reflected in their Qualtrics survey data. By implementing a strategic approach to encourage satisfied members to share their experiences online, they could significantly improve their Google ratings and attract new members.

The Strategy

Fortera's Member Experience team developed a comprehensive strategy to boost online ratings. They implemented a new Qualtrics survey question that allowed members to easily push their feedback to Google. Utilizing Qualtrics' robust reporting capabilities, they created an Online Reputation Management Dashboard to track progress in real-time. Their action plan included engaging staff at all levels, setting clear goals, and establishing a system for regular updates and recognition of top performers. They added multiple feedback channels, including QR codes on receipts, branch feedback cards, and a dedicated landing page. Throughout the process, they emphasized transparency and continuous refinement based on team feedback, all facilitated by Qualtrics' versatile platform.

The Results

The results of Fortera's initiative were remarkable. Their average Google rating improved from 2.7 to 4.3 stars in under one year. Some branches even achieved 4.8/5 star ratings. The credit union doubled its nine-year review count in that same timeframe, significantly increasing both the volume and recency of reviews. Beyond Google ratings, Fortera saw substantial improvements in other key metrics tracked through Qualtrics. As employees recognized the importance of member feedback and saw the positive impact of their efforts, their own satisfaction increased. The Employee Net Promoter Score (eNPS) jumped from 44 to 68 during the same period.

Business Impact

The improved online reputation had a tangible impact on Fortera's business performance. Website traffic increased as a result of higher Google ratings, driving new member acquisition. The credit union saw significant growth in total primary members from 70,234 in 2021 to 78,130 in 2023, an increase of nearly 8,000 members over two years. Total assets grew from $715 million to $875 million, while gross deposits increased from $606 million to $694 million.

Conclusion

Fortera Credit Union's success demonstrates the power of aligning online reputation with true member experience. By leveraging Qualtrics' comprehensive survey and analytics capabilities, along with strategic guidance from Red Pepper, Fortera not only improved its Google ratings but saw tangible benefits across the organization. This success story highlights the importance of a data-driven approach to reputation management and the value of the Qualtrics platform in driving meaningful business outcomes.