On My Mind

How Are You Perceived?

Use all member touch points to shape an unforgettable experience.

May 1, 2014

In today’s commercialized world, the experiences people have with you or your credit union is what shapes their perceptions. Period. It’s as simple as that.

If you’ve ever visited any of Disney’s theme parks or spent a night at a Ritz-Carlton Hotel, you know exactly what I mean. Every detail of every guest’s touch point is continuously reviewed and refined so it contributes to a most memorable experience.

But if just one touch point fails—the theme park lines are extremely long or there’s no hot water in the hotel shower—the experience quickly becomes less than stellar.

For decades, credit unions have held about 6% of all financial institution deposits. The way consumers experience credit unions can make a world of difference in growing that share of the market.

Offering the most competitive rates, being active in the community, hosting financial empowerment programs, or pointing to credit unions’ member-ownership structure all are respectable attributes shaping the member experience. But there are certainly many, many more to manage.

One of those attributes is whether you allow employees to use personal devices in the workspace. The policies you set in place for bring your own device (BYOD) issues can certainly shape the perceptions and morale of your staff, which affects the member experience.

Another attribute is shaped by how you and your credit union assume leadership. Being seen as a leader involves far more than the use of cutting-edge technology or the ability to offer innovative products and services.

The overall experience your credit union provides also requires adding your voice to the conversation in Washington, whether it’s for legislative advocacy or to comment on a proposed rule that can be detrimental to the movement.

How someone experiences your credit union and you—as one of its ambassadors—is paramount to your ongoing success.

To optimize that experience, always listen closely to what you hear and then, as a concert maestro, engage every touch point in a way that allows it to perform to its fullest potential.