A small lesson from a large project

A trait of my elementary school teaching years, I often find that children’s literature captures lessons still applicable in adulthood. It’s strange, as adults, we spend hours digesting complex situations, analyzing and cross-referencing data, studying focus groups, research and the like; and still often times the solutions can be a simple as the lessons inspired by grade-school stories and nursery rhymes.

Within our organization, I spent months purposing, convincing, and training our teams to care about member experience.  Creating compelling cases to better understand member’s needs – not just on a transactional level – but to truly understand how it feels to be a member. Within this I had my own visions – creating process efficiencies, enhancing workflows, telling stories to our leaders with data.  What I did not anticipate was that when I asked our teams to capture the feelings of our members—they would do just that.

As our team members were empowered to engage with our members differently, the member’s stories were given a voice, and our CRM became the vehicle calling these stories to life. Transforming beyond just a call center or branch, our front lines felt empowered to use our CRM not just as a means for problem resolution, but as an engine to create impact.

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