Don’t strike out with members
Falling short of members’ expectations can damage your CU’s reputation.
We all know how critical member service is to the overall impression and brand experience of our credit union. Your members have high expectations for service. And when your credit union falls short, the aftermath and lasting impressions can be hard to overcome.
When members come into the credit union with a complicated or unusual problem, they might expect a few bumps in the road.
But when a member’s simple request becomes complicated or inconvenient, the credit union’s reputation and member service expectations can take a hit through the eyes of the member and everyone who hears their story.
And remember, perception is reality.
Not long ago, I went into a credit union and asked for a change of address form. That simple request prompted an unfortunate series of events.
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