CUNA News
  • LOG IN
  • Create Account
  • Sign Out
  • My Account
  • LOG IN
  • Create Account
  • Sign Out
  • My Account
  • 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
  • Credit Union Magazine
    • Buyers' Guide
    • COVID-19
    • Digital Edition
    • Credit Union Hero
    • Credit Union Rock Star
    • Subscribe
    • Advertise
    • Contact
  • Advertise
  • Awards
    • Nominate Credit Union Hero
    • Nominate Credit Union Rock Star
  • Podcasts
  • Videos
  • Jobs
  • Contact

News

Home » Member experience: Focus on interaction quality
Sales & Service

Member experience: Focus on interaction quality

Have quality conversations to create loyalty with members.

September 9, 2019
Carla Schrinner
No Comments
Member experience: Link interaction to experience

Credit unions work hard to create an optimal member experience. From rebranding to process and systems improvement, to streamlined procedures and policies—all can be essential elements to success.

One CEO I work with regularly said, “We always thought we were member-centric, but when we really dug into things, we didn’t have a clue what a mess we’d created for members and for us.”

Our conversation also sparked another realization. We devoted substantial time and energy into improving transaction quality and making sure staff was trained to know the systems and processes. But we paid little attention to interaction quality.

What’s the difference? Transaction quality is the technical accuracy and efficiency of getting something done. Transactions can involve staff or not. 

Interaction quality is what happens when staff are part of the transaction and the quality of the conversation they have with the member. And as the authors of “The Effortless Experience” discovered in their research around brand loyalty, 65% of experience is reflected in the customer’s impression of how the representative made them feel during the service experience.

As you rethink strategy, define who you’re building it for. When mapping journeys to improve experiences, be sure there’s a strong emphasis on interaction quality.

Here are six best practices:

1. Hire people who love to help others. This makes sense, right? If a person’s natural tendency is to dig in and find a way through a situation (tenacity) that’s a quality to embrace.

2. Ensure service standards and performance expectations line up with your mission, vision, and values. Delivering value and an exceptional experience to the member is job one and should be reflected in what you hold staff accountable for doing.

3. Make sure experience mapping includes an understanding of where staff will potentially engage with the member and what that interaction should sound like. Then, train on skills, interaction processes, and strategies so staff can communicate appropriately in any situation.

4. Reward and recognize individuals who demonstrate high levels of service. Focus on the behaviors they use to get results. Do they ask good questions, actively listen, give the member options, and keep them part of the discussion? Rewarding this demonstrates that good interaction behaviors are valued above all else.

5. Use feedback carefully. Avoid vague or unclear statements. “You really demonstrated that you were in the member’s corner when you said [specific words.]” is much more effective than “You did a great job!” Staff need to understand what you want more of—or less of—in their interactions.

6. Reinforce that problems and complaints are “moments of truth” between the member and the credit union. Train staff how to manage these situations technically and put just as much emphasis on the skills and strategies they need to communicate well during the interaction. By doing so, staff will be more confident and successful in making magic happen for the member.

Well-executed interactions will make the difference in members' experience. That translates into job satisfaction for your staff, and more loyal and profitable relationships with your members.

CARLA SCHRINNER is the implementation manager and senior master trainer for CUNA’s Creating Member Loyalty™ program.

KEYWORDS member experience

Post a comment to this article

Report Abusive Comment

Credit Union Magazine: Winter 2022

Winter 2022

Credit Union Magazine’s Winter 2022 issue highlights data-driven marketing, the board’s role in cybersecurity, elder abuse scams, credit unions’ auto lending advantage, and more.
Digital Edition •  Subscribe

Trending

  • House passes CUNA, League-led board modernization bill

  • CFPB issues CUNA-opposed proposal on credit card late fees

  • Key committee leaders supportive of credit union priorities

Tweets by CUNA_News

Polls

Vote for the 2023 CU Hero of the Year

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