Aerik Radley has taken many first steps during his three years at Edge Federal Credit Union in Liverpool, N.Y. One of the latest steps the credit union’s marketing communications and social media specialist has taken: Creating a “tool kit” to help member service representatives (MSRs) acquaint members with relevant products.
“The idea came from a need for a reference guide that went a step beyond our usual procedure for introducing a new product or service to employees,” he says. “MSRs wanted to go beyond simply describing a product and tying it to others, as well as knowing how to appeal to various demographic groups.”
Radley’s solution: Create a “living document” that each MSR keeps in the workspace. It not only contains product descriptions and specifications, it explains how to describe them to different demographic groups.
“When talking to grandparents about their grandchildren, for example, the MSR can use the tool kit for tips on how to get them thinking about products they may want to consider for the child,” Radley explains. “We meet each month to update the kit. It’s a very collaborative process."
“If somebody says, ‘I created a different script and it works much better,’ we incorporate it. People know their insights are welcome. We learn off each other.”
He also linked with a video production company to create YouTube-based member outreach. The 30-second video snippets acquaint members with various credit union products and services.
Because he didn’t want to be the only person appearing on camera, Radley developed scripts and assigned roles to colleagues. “I did one-on-one coaching sessions with people. It made them step out of their comfort zone. Some who were shy or thought they wouldn’t be good were great on camera.”
Doing the videos increased employees’ credibility among members. “They’d walk into the lobby and recognize a teller who had done a video and feel a connection.”
Radley also created an easy process for members to submit testimonials about Edge Federal. “Our MSRs have short questionnaires that ask about the quality of our service in general and include a specific question about a member’s particular account.”
Radley got the idea when he visited a financial services website that featured nothing but testimonials. “This site was an eye-opener. What a great way to capture new people by getting them past the mental block of ‘you just want to sell me something’ by presenting testimonials from people who were glad they used a product.”
The next step for this bagpipe-loving imagineer: a project creating programs for reaching underserved rural communities.