A few days ago, old friends were kind enough to host me for a short vacation. The deal was that I help entertain their kids (1 and 3). In the words of my friend, “every kid should have an Uncle Joe”. (While I was explaining the physics of rocketry to a 3 year old). As you would expect, the younger one had a few upset moments. What was the problem? Sometimes, it’s obvious: he bumped his head or wants something just out of reach. For a few days, he also felt a little under the weather. I’d be cranky too. Other times, the issue was a complete mystery. “What is it?” Since his vocabulary is roughly on par with the use of “bigly” as an actual word, clarification is a challenge.
In a way, he is just like your members. Though they probably have a better vocabulary. When your members have a problem, their frustration is not always expressed as a direct reaction to the issue. Maybe they are angry about a new fee on their account. Or that it always seems to take a while to get a support response. “This credit union is simply the worst.”
The member who was angry about a fee may actually be upset that your communication of how to avoid fees was insufficient. Or maybe they just learned about an account available with far more benefits at the same price they end up paying after fees. Yet no one told them.
Instead of giving negative reviews about long hold times, perhaps that member found it annoying they couldn’t get their questions answered or tasks achieved through the mobile app.
What people complain about is rarely the real issue.
Sure, we could delay my nephew’s whimpering with a different book, toy, or snack, but it was only temporary. If we didn’t solve the primary issue, he would struggle against us again. And it progressively gets more intense. Just like your members. Imagine being caught up in a cycle of unfulfilled customer service. As the little problems pile up, you get more frustrated, until you’re throwing toy trucks around the house because NOTHING IS GOING RIGHT!
Let’s work together to keep them from throwing their stuffed animals in your face. You know, your nephews…obviously.