Disney for credit unions 2: Always exceed expectations

“Always exceed customers expectations.” Four simple words, but so often forgotten by many businesses and organizations. Especially today when so much of a focus is put on the bottom line and delivering results for stockholders who only want to see a profit from their investment.

Lucky for us credit unions, we don’t have to focus as much on the bottom line as our counterparts in the banking world. Yet we still often forget who brought us to the dance, our member owners. In putting anything else above service to our members, we become nothing more than a mere not-for-profit bank.

So how can we back up and return to our roots, using the advice from Walt Disney on always exceeding customers (members) expectations?

  1. “Disneyland is a show.” What kind of “show” are you putting on for your members?  Remember everything you do and say is communicating a message.  Your clothes, your words, your voicemail, your smile – EVERYTHING! What does your appearance and communication say about your credit union? Is it professional, or does it look more like the DMV? Are you eager to assist a member, or are they an interruption?
  2. “I am not influenced by the techniques or fashions of any other motion picture company.” Don’t allow other credit unions to influence your unique idea. There’s nothing wrong with borrowing ideas, but don’t lose your soul. The moment you do you are no longer unique and have nothing to set yourself apart.  Disney didn’t get the title of “innovator” by copying others or worrying about the opinions of others.
  3. “I only hope that we don’t lose sight of one thing – that it was all started by a mouse.” Innovation is a must in today’s business world, but don’t forget why your credit union began. Your growth came from having a simple mission of serving a group of people being neglected by traditional financial institutions. If you’re wondering why you’re not growing now, it could be because there’s no reason for people to consider your credit union. Does your staff know the story of your credit union? It might be a good time to take 5 minutes and share with them some of your rich history.
  4. “Of all the things I’ve done, the most vital is coordinating those who work with me and aiming their efforts at a certain goal.” Your entire team must be on the same page, going after the same goal. I’m often guilty of not communicating goals to my team, even small goals. Frustration sets in on my end when goals aren’t met, and my team gets frustrated at me for not communicating goals. How can my team meet goals and expectations when they aren’t aware that they exist? It’s amazing how a good team will rally around goals and work together to achieve them.

When building “Main Street U.S.A.” Disney kept one thing in mind:

“People won’t go down a long corridor unless there’s something promising at the end. You have to have something the beckons them to ‘walk this way’.” 

With over 700 million people visiting Disneyland since it’s opening on July 17th 1955 it’s safe to say that Walt Disney found something to beckon people to ‘walk this way.’

Dream big. Create for your credit union a compelling reason that beckons people to ‘walk this way.’

Bo McDonald

Bo McDonald

Bo McDonald is president of Your Marketing Co. A marketing firm that started serving credit unions nearly a decade ago, offering a wide range of services including web design, branding, ... Web: yourmarketing.co Details