Uniquely Human: Improving the “people” part of the member experience

In an increasingly digital world where countless dollars are being invested in technology, human interaction remains a crucial conduit to authenticity. Though mountains of research exist on the subject, few people require evidence to appreciate the value of making and maintaining human relationships. We know, instinctively, that the people who help us solve problems big and small, and provide a sounding board for counsel have the potential to add goodness to our day. For credit unions, CUSOs embody the quintessential bookends on the digital-to-human experience.

How, then, do we define the power of the human experience, and what can credit unions do to improve the member experience? To answer this question, we have to look beyond traditional market differentiators such as product, price and location. If the end goal is to develop long-term competitive and financial success, we must start by examining the basics of good human interaction and applying three important principles; the first and second, I am going to discuss today. The third principle, and perhaps most important, will be discussed in my next blog post in the coming weeks.

Principles for Improving the Member Experience:

1)  Shift the focus of service from cost reduction to experience enhancement

Where some companies view service as a “cost center,” PSCU views it as tangible desire – something we want to do, not something we have to do; we encourage others to share this view, knowing that a shift in perspective can veritably alter outcomes. Sure, efficiency has its use, but it isn’t always well-suited to solving members’ problems. And in taking steps to improve the member experience, credit unions must focus on finding ways to delight existing members.


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