Members don’t want service, they want an experience, says Bryn Conway, principal at BC Consulting and a former credit union marketer.

Service, she says, is transactional and reactive—and often involves complaints, she says.

“Service is about reacting to members’ ask, while an experience is engaged, proactive, personal, and memorable,” Conway says.

It also provides value. Customers who have a great experience are nine times more likely to recommend a company, eight times more likely to trust it, and seven times more likely to forgive a misstep, she says.

Conway outlines four ways to deliver a solid retail delivery experience:

1. Change your point of view

Look at your credit union through the member’s eyes.

“Too often we think about what we need to get done—our processes and procedures,” Conway says. “We don’t often see what it feels like to become a member, get a loan, and see how the community views your credit union. Make it about them, not you.”

She suggests using journey mapping to get a feel for the member experience. “Look at the problem the member is trying to solve, and how you can help them.”

Listen to and observe members, and understand both their stated needs and unmet needs.

2. Organize around the member

Every employee should either serve members directly, or serve those who do.

This requires having engaged and empowered employees who understand and embrace your brand promise—or your “why,” Conway says.

Engaged employees are those who exhibit enthusiasm about their jobs, complete work outside their immediate role, and find ways to assist members.

3. Tap into members’ emotions

People remember how you make them feel.

“Talk about everything in a more positive light, and make it about them,” Conway says.

For instance, instead of saying “sorry for the inconvenience” when updating systems, say “thank you for your patience while we update our systems.”

Doing so makes a difference, she says. “It’s not about us, it’s about them.”

Making an emotional connection with members improves fosters trust and loyalty among members.

4. Deliver consistency

This requires a continual feedback loop for employees and members.

Make sure employees know your credit union’s core purpose, vision, mission, and values, Conway says. “Reliability equals trust.”

Conway addressed the co-located CUNA Technology and CUNA & Member Experience Council Conferences Friday in San Francisco.

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