America’s Credit Union Member “Kings & Queens” Deserve World Class Service
As the United States continues its evolution to a service economy, providing Great not just Good service becomes more critical.
by. John Vardallas, The AmericanBoomeR Group
As the United States continues its evolution to a service economy, providing Great not just Good service becomes more critical. But, as most consumers attest—and research backs this up—good service is hard to find, and exceptional service is even rarer. Organizations that provide world class service have a competitive advantage.
One of the reasons is lack of employee training. If exceptional customer/member service is a goal, most organizations need to invest in continuous training that focuses on developing a long-term approach. The ultimate goal is to create “lifetime” relationships with our members. When viewed as a one-time transaction, both the member and the credit union lose—you want your members to come back again and again and have your credit union “top of their minds” regarding their future financial needs.
Kings and Queens of America
Customers and in our case members should be regarded as the Kings and Queens of America because they provide us with choice, access and resources. Members don’t have to frequent our organizations. They are the lifeblood of our business, but many organizations are quite willing to bleed themselves to death.
World class service should be regarded as the key competitive advantage organizations have in the financial services industry. Organizations can compete on price, products and convenience. What will differentiate us in the marketplace is our friendly and warm staff service—being our member should truly have its advantages.
Becoming “Member Centric”
Organizations that add true value to consumer lifestyles will be the ones that succeed in the future. Our credit unions need to become more “member centric” to continue to differentiate themselves from other financial services providers. Member Centric is simply putting the Member’s needs first and foremost. After every transaction, the employee should ask with sincerity: “Is there anything else I can do to help you?”
Offering incentives, concierge services, certificate of member ownership, a toll free 800 Member Care # and user friendly apps can empower members to connect more with your credit union.
A CEO was asked about the type of employee he was hiring for a new store. He said that it was important to get the “right people, friendly, bubbly, inviting, the type of person that would ask you in for cup of coffee.” These are the type of employees that puts the customer in our case members first. The “will to serve” attitude should be valued in employees.
Employees must be trained to value the MEMBER in all interactions. This training should include professionalism, sales, and coaching and follow up. In order for this to happen, credit union management must treat its employees in the same manner.
There’s no secret to world-class service. The next time you are in a service organization, and are treated poorly, ask yourself how the organization treats its own employees. Then ask how your own credit union employees would answer that same question. Their answers will tell you whether you have world class service credit union.
