news.cuna.org/articles/119298-podcast-making-it-personal
Jayne Hitman and Paul Robert

PODCAST: Making it personal

One-of-a-kind member experiences are created by employees who feel valued.

April 8, 2021

The onset of the coronavirus (COVID-19) pandemic has revealed the value of a more personalized consumer experience. Sometimes that experience is created through technology, while at other times, the human touch or empathy makes that point of contact valuable for the consumer. 

This episode of the CUNA News Podcast, the latest in a series focused on service culture, explores how creating personalized experiences has become table stakes for credit unions in today’s marketplace. 

Jayne Hitman, national program manager for Creating Member Loyalty (CML), a development strategy program from CUNA focused on increasing employee engagement and the member experience, describes how credit unions can create these experiences through team building, soft-skill training, and attention to detail. 

Building on that approach, Paul Robert, CEO of FI Strategies, a strategic partner of CML, says one of the keys is viewing your employees not as assets, but as partners in serving members. When employees are valued, they value the credit union and share that goodwill with members, Robert says. 

This benevolent cycle forms the basis of personalized member experiences, leading to higher levels of member satisfaction and serving the credit union philosophy. 

You can listen to the CUNA News Podcast in Apple's iTunes StoreGoogle PodcastsSpotify, and Stitcher Radio.

In this episode:

1:40: Why personalization is important right now

8:03: How to personalize interactions with members

16:32: The difference personalization makes

19:37: How credit unions can employ personalization