Providing members with the best possible experience is a top goal of most credit unions. On a day-to-day basis a friendly, knowledgeable and helpful staff goes a long way toward providing a great experience. But the friendliest smile in the world isn’t going to make up for a 20-minute wait in the drive-through lane. And a helpful employee in the call center won’t completely erase a member’s frustration with a glitchy mobile app.

In the CUES Podcast Episode 17, Butch Leonardson, director/IT leadership at CUES Supplier member Cornerstone Advisors Inc., Scottsdale, Ariz., suggests identifying points of pain across all of your credit union’s physical and digital channels.

Track ideas on a spreadsheet. Or hang a large piece of paper in a hallway and have employees jot down ideas there. Have pain point identification parties, he suggested.

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