Do you hear voices?
I’m talking about the voices of your members and your team. Well, do you hear them? If you don’t, you might be making decisions based on other factors, which could negatively impact your member experience.
I spend a lot of time flying Southwest Airlines, and I always look forward to reading the monthly article that CEO Gary Kelly writes. Recently, Kelly spoke excitedly of the airline’s new Boeing 737 MAX 8 planes. He started by talking about his continual commitment to improve reliability and hospitality. With the MAX 8 planes, Kelly says, “The new customer experience is sweet!”
We’re not running an airline, but aren’t we focused on ensuring our member experience is sweet? Sure we are. We’re seeking out and hiring the best and brightest employees. We’re remodeling or building modern branches, adding technology, and incorporating video tellers.
This is exciting, right? Yes. But do your key members want these enhancements? Have you asked them? And how will these new enrichments affect your team? Will they find parts of their jobs more challenging? Will this lead to front-line staff having awkward exchanges with members?
Often when someone from a credit union goes to a conference, they hear a speaker who shines a light on an exciting innovation or idea, and decide their credit union has to have it. Or we talk with another credit union we aspire to emulate and want to implement exactly what they did to become successful.
I encourage you to be “all ears,” but whose voices are you listening to?
Following Kelly’s lead, we need to listen to what our members and our team are saying before we make any big, changes that will impact members.
Here are a few simple ways to ensure you’ll build a sweet member experience.
Following this process not only ensures that you fulfill members’ desires, but also increases buy-in to the change at hand and ensures you win their hearts in the process.
JAYNE HITMAN is a business development manager for CUNA’s Creating Member Loyalty™ program. Contact her at email@example.com.
This article initially appeared in Credit Union Front Line newsletter, the monthly sales and service newsletter for branch staff and their managers. Subscribe now to the print edition or PDF version.