Technology continues to play a growing role in the credit union service model as members increasingly embrace the speed and convenience of mobile, online and other self-service channels.

And while leveraging these platforms has widespread benefits for employees and members alike, ensuring that members are served well at every turn takes more than technology – it requires a holistic approach to member service that fosters relationships and considers the consumer experience at all times.

“Like most brands, credit unions have traditionally based their strategic plans and tech investments on internal goals such as growth and profitability,” said Uwe Hook, founder and principal, Hook Consulting, a media and strategy consultancy whose clients include CO-OP Financial Services. “However, this inward approach can cause credit unions to miss valuable opportunities to connect with their members. We recommend instead a more creative approach to problem solving that revolves entirely around the member experience.”

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