You’ve most likely heard about the “member experience.”
It sounds like a nebulous concept that is someone else’s responsibility. After all, how can one person control the whole member experience for your credit union?
Who’s responsible for the member experience, anyway? Isn’t it the CEO? Or the branch manager?
But when you think about it, the member experience belongs to all of us.
First, let’s define what we’re talking about when we say the “member experience.” It’s how your members interact with the credit union via every touch point: your branches, call center, website, or mobile app.
That’s a big world to tackle. And some credit unions believe the member experience comes from people alone.
The full member experience involves three distinct elements:
Put simply, your goal is to deliver a seamless and worry-free member experience. If you find that process getting bottlenecked at any point, or if something seems to take longer than the member believes it should, notify your manager about the issue.
By identifying hiccups in the member experience, you can be a part of positive change for your members.
2. Your “place” is wherever your members meet with you, whether it’s face-to-face in the branch, an online chat, or over the phone. Everything counts.
Experience your branch through the lens of your members. If there’s trash in the parking lot, pick it up. If you see paint peeling or worn carpeting, tell someone. If your “on hold” messages sound like they were recorded on a cassette player in 1972, share your feedback!
Although credit unions are not-for-profit, that doesn’t mean we should settle for anything less than a place where members are proud to do business.
3. You, my friend, are part of the special magic that comes with the people in your credit union.
While members might like to conduct business online, they’ll eventually have a need that brings them in contact with you, whether it’s over the phone, through an online chat, or in person.
Your positive attitude and willingness to go the extra mile to ensure a flawless member experience make lasting impressions and create member loyalty. You have the power to create a unique and unforgettable experience for your members.
The intersection of your processes, places, and people creates the member experience. With your input, you can ensure a consistent, unified experience across all delivery channels for your members.
The ultimate goal? From start to finish, your members should expect an exceptional service experience every time they choose you.
Think about your credit union—if there were one way to improve your processes, places, or people to create the ideal member experience, what would it be? Share your ideas and create a positive experience your members will talk about!
ANGELA PRESTIL is director of business development for CUNA's engagement team. Contact her at 608-231-4233.
This article initially appeared in Credit Union Front Line newsletter, the monthly sales and services newsletter for branch staff and their managers. Subscribe now to the print edition or PDF version.