There is a new normal when it comes to customer loyalty, says Support EXP’s CEO Rhonda Sheets.
Sheets calls that new norm “Generation CX”—in other words, a generation that demands a different kind of consumer experience.
“We need to leverage our technology more clearly to the voice of the consumer,” Sheets tells the AXFI Conference in Minneapolis.
How should you accommodate Generation CX?
In our society, loyalty is not valued highly among consumers. You have to earn it on every transaction, Sheets says, because members have many options.
Credit unions have a substantial amount of data about their members, but they should go even farther to get more.
She advises going from having data about your member to getting data from your members.
“They want you to listen to them,” Sheets says. Then, create, ask, and act.
“We cannot compute our way into building member relationships," she says. "We have to leverage that powerful data to bring the member into the center again and do the hard work at the behavioral level."
Sheets closed her keynote address with a series of questions: