FORT WORTH, Texas — A customer satisfaction specialist has been hired by American Airlines Federal Credit Union to assess how the big CU can improve member satisfaction with its Web site at www.aacreditunion.org.
ForeSee Results of Ann Arbor, Mich., uses the methodology of the University of Michigan's American Customer Satisfaction Index to quantify satisfaction with such functions as navigation, search and content and areas such as product information and services, rates, locations, loans and online banking.
"ForeSee Results will help us determine which elements of our Web site will drive repeat visits, retention, and loan applications," said Pedro Noda, e-marketing manager and webmaster at $4.5 billion AA Credit Union.
"Any financial services organization will benefit if the customers choose self-service on the Web site instead of through a branch or call center," said Larry Freed, president and CEO of ForeSee Results.
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