How to reduce friction in the member experience (and why it matters)

Members compare their credit union experience against all other service providers, and anything but a seamless experience can have a dramatic impact on the relationship.

Advancements in technology and changes in consumer expectations have prompted many a retailer, including more than a few credit unions, to redouble their efforts toward improving the customer experience.

At conferences, during roundtables, and in strategic planning sessions with credit unions across the country, leaders at Callahan & Associates have noted several recurring themes that the firm has identified as opportunities for 2019. One of those themes: How can credit unions reduce friction in their member experience?

Why Does Friction Matter?

Members compare their credit union experience to all the unrelated, best-in-class service providers they interact with on a regular basis. When a member expects an Amazon-like experience, even the slightest perception of friction with the credit union can have a dramatic impact on the relationship.

 

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