Credit unions have been working hard to figure out how their optimal member experiences will look and feel. From rebranding, to process and systems improvement, to streamlined procedures and policy—all can be essential elements to success.
One CEO I work with regularly recently 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 them [the members] and for us.”
Our conversation also sparked another realization. A lot of time and energy was going into improving transaction quality and making sure staff was trained to know the systems and processes. But very little attention was being paid 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 some best practices:
Well executed interactions with members will make the difference in their experience. That translates into job satisfaction for your staff, and more loyal and profitable relationships with your members.