CUNA News
  • LOG IN
  • Create Account
  • Sign Out
  • My Account
  • LOG IN
  • Create Account
  • Sign Out
  • My Account
  • Credit Union Magazine
    • Buyers' Guide
    • Digital Edition
    • Credit Union Hero
    • Credit Union Rock Star
    • Subscribe
    • Advertise
    • Contact
  • Advertise
  • Topics
    • Community Service
    • Compliance
    • Credit Union Hero
    • Credit Union Rock Star
    • Credit Union System
    • Directors
    • Human Resources
    • Leadership
    • Lending
    • Marketing
    • Operations
    • Policy & Issues
    • Sales & Service
    • Technology
  • Awards
    • Nominate Credit Union Hero
    • Nominate Credit Union Rock Star
  • Podcasts
  • Videos
  • Jobs
  • Contact

News

Home » The power and practice of empathy
Operations

The power and practice of empathy

Demonstrate positive emotions and build powerful relationships with members.

April 3, 2020
Carla Schrinner
4 Comments
The power and practice of empathy

“Empathy is about standing is someone else’s shoes, feeling with his or her heart, seeing with his or her eyes.  Not only is empathy hard to outsource and automate, but it makes the world a better place.”  Daniel H. Pink

It’s a beautiful sentiment and so true­—and yet so challenging sometimes.

Navigating the world of financial services is difficult. For most members, coming to or contacting the credit union is an activity they have to do rather than one they want to do. They find themselves temporarily without a job, or having reduced hours, or worse yet, wondering how to keep themselves and their loved ones safe.  It generates anxiety and stress. And when things don’t go as planned, or something doesn’t work as promised, emotions are heightened and logic can go out the window.

On the other hand, when things are going really well, and the member expresses positive emotion around the situation, empathizing enables you to reinforce the member’s positive feelings toward you and the credit union.

Demonstrating empathy for how someone feels is a powerful way to build strong, trusting relationships.   

Empathy takes practice and awareness, and it’s not for every situation. You can break it down into three parts:

  1. Pay attention to the whole person—not just to the words people use or tone of voice, but their facial expression and body language. The best moment for empathy is when you really feel and can almost see the emotion rolling off that person. 
  2. Listen, first to understand and then to help. This isn’t about you or what you’re going to do. It’s about validating how that person is feeling—demonstrating that you care. In many cases, if you can’t minimize or remove the emotion from the situation it can be very challenging to move the conversation ahead. 
  3. Reflect back the emotion you’re sensing by communicating your response in that tone without parroting the person. For clarity, emphasize the emotion in your statement.

Consider these examples:

  • “Not having a steady income right now is scary.”
  • “You’re relieved to know we have some solutions to help right now,”
  • “It’s overwhelming to balance the demands of work and home.”
  •  “Having a chance to help others right now is rewarding.” 

Sometimes you don’t even need to get that fancy if the situation is clear—just be yourself.

Keep the following tips in mind when you’re talking with members and concentrating on being empathetic:

  • Avoid using the phrases “I understand” or “I know how that feels.”  The current situation with the pandemic makes it seem that we should all feel and be experiencing the same things – but we aren’t.  Using “I” takes the emphasis off the member and puts it on you. Many times this only escalates the situation and the member may say, “No, you don’t.”
  • Stop after you empathize to give the member a chance to respond. This tells you if you got it right and allows the member to calm down. If you didn’t hit the mark, the member has a chance to clarify their feelings for you and give you insights into what is most troubling them.

Remember, infusing empathy into your conversations with members is an important way to create exceptional member experiences. When you build stronger bonds with members, they’re more likely to see you as their trusted financial partner and remain loyal to your credit union.

CARLA SCHRINNER is implementation manager and senior master trainer for CUNA’s Creating Member LoyaltyTM (CML) program. Contact her at cschrinner@cuna.coop.

KEYWORDS member experience

Post a comment to this article

Report Abusive Comment

Credit Union Magazine: Summer 2023

Summer 2023

Credit Union Magazine’s Summer 2023 issue highlights the lending outlook for the rest of the year, how credit unions leverage fintech companies to boost digital lending, the power of lending partnerships, common Bank Secrecy Act violations, and the shift board members must make when becoming chair.
Digital Edition •  Subscribe

Trending

  • CUNA, League, credit union-opposed interchange bill reintroduced

  • CUNA, Leagues issue action alert in opposition to interchange bill

  • CUNA urges Congress to oppose interchange legislation

Tweets by CUNA_News

Polls

Do you think ChatGPT will become useful for credit unions?

View Results
More

Champion for the Credit Union Movement

Credit Union National Association is the most influential financial services trade association and the only national association that advocates on behalf of all of America's credit unions. We work tirelessly to protect your best interests in Washington and all 50 states. We fuel your professional growth at every level and champion the credit union story at every turn.

More CUNA

  • Membership
  • Contact Us
  • Careers

Resources for

  • Credit Union Advocates
  • Leagues
  • Press
  • Providers

Our Affiliates

  • American Association of Credit Union Leagues (AACUL)
  • Credit Union Awareness
  • Credit Union House
  • CUNA Strategic Services
  • National Credit Union Foundation
GET CUNA UPDATES
© 2023 Credit Union National Association | ADA Compliance Notice & Legal
Email Us