Members & Service: Building trust in a digital-first world

Today, the quality of your service and support – more than any other factor – impacts how members feel about your credit union.

Consider a global study on customer service by Microsoft, revealing that 96% of consumers say customer service is an important factor in their loyalty to a brand. At the same time, one-third of consumers surveyed by American Express said they would consider walking away after just one bad customer service experience.

In today’s digital-first economy, providing good customer service is becoming increasingly challenging. According to a customer service study by Salesforce, the definition of good service continues to evolve, with consumer expectations ever increasing.

As the study reveals, good service today is fast; consumers expect a response to an inquiry in real time.

Good service is also personalized – with 72% of consumers expecting a customer service agent to “know who they are, what they have purchased and have insights into their previous engagements.”


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