Increasingly, members perform their financial tasks using smartphones rather than branches. This requires credit unions to create service experiences that are consistent across all channels.
“We no longer have the ability to know members face-to-face because of digital contact,” says Gail Tofil, vice president of strategic partnership retention for CO-OP Financial Services. “So how do we humanize that?”
The key is creating a single experience for members that’s seamless and consistent across all channels, says Tofil, who addressed CUNA’s America’s Credit Union Conference Friday in Boston.
CO-OP Financial Services does this by taking a member-centric view, making decisions based on data-informed intelligence, creating a digital ecosystem, and continuing to improve the products and services the company offers, Tofil says.
“The goal behind digital access is always the experience,” she says.