Training matters. High-impact training matters more.

The right training unifies a credit union: employee-to-employee and branch-to-branch, enhancing member experiences at every level. But, not all training is equal in quality and effectiveness.

What credit unions should consider is training that gains a unified base of knowledge, creating
a common vision and shared strategies, practices and expectations. Of course, with the focus of delivering consistent, exceptional service to members.

Only proper training can do all that. And, it starts with the basics.

When teams are well educated on the credit union movement, they become champions for both
the credit union and the member. Internalizing the “people helping people” philosophy is powerful. At that point, there’s no end to the lengths they’ll take to deliver the best service to members.

Training should also address how one area of the credit union affects other areas. For example, if frontline staff understand the credit union’s overall services and are trained to identify member needs during interactions, it creates opportunities for other areas of the credit union (lending, IRA’s, etc.) Conversely, if marketing implements training for a new product but doesn’t get input from the frontline, it could lead to challenges when processing transactions related to that product.

Training should stress how internal support for members is paramount.

Think of a target with the member at the bulls-eye. Each concentric circle is another level of staff support. Well trained staff spend more time focusing energy and attention inward, toward the
bulls-eye, rather than outward and, ultimately, away from the member.

Lastly, all training should stress compliance. From back-office to boardroom, everyone in a credit union is accountable for compliance. This scorned, but necessary, investment can prevent costly situations down the road.

Training is a journey. So, enjoy the ongoing trek to improvement and better member experiences. Learn more by connecting with CUNA Professional Development Online: cuna.org/cpdonline.

Angela Prestil

Angela Prestil

Angela Prestil is Director of Business Development for Credit Union National Association. Her responsibilities include ensuring the successful implementation of the Creating Member Loyalty™ sales culture development system, as well ... Web: www.cuna.org Details

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