Pain points in your current credit union member experience

It’s that time of year…sick season. And in the credit union industry, something’s going around.

This mysterious illness striking credit unions nationwide is a loss of service prowess over their competitors. A Financial Brand report describes an ever-narrowing gap between credit union and bank engagement with their consumers (engagement establishes loyalty). The American Banking Journal writes that “banks now surpass credit unions in nearly every service category as rated by U.S. consumers.”

So, what is hindering your current credit union member experience? Here are five common pain points and tips to address them immediately.

• First Impressions – Some credit unions have abysmal first impressions – a fact driving away members and prospective members right off the bat. People make a decision about you within the first seven seconds of an interaction, so you can’t fail here. Yet many do. Wait times are long, employees are unhappy, the branch is messy, call center staff have attitudes, websites take too long loading or look ugly. Your credit union member experience must master first impressions. Train employees to smile, redesign your website and so on. No detail is too small.

 

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