Front-line Staff Key to Driving Positive Credit Union Member Experience

Chris Steffes, Remote Services Consultant, CU Solutions Group

The experience you offer members – within branch, online, and mobile - can either build loyalty or shatter it. For credit unions, high quality member experiences start with your front-line staff. But according to Gallup’s 2013 study, “State of the American Workplace,” 70% of employees are not engaged at work. So the question is, if employees aren’t engaged at the teller line, call center or the chat room, how can you expect to achieve high member satisfaction?

Successful credit unions understand that when employees feel valued for their knowledge and experience, members benefit. The fastest path to providing a great member experience starts with developing and rewarding your front-line team. Here’s three easy steps to get started:

• Create. First, enlist your front-line staff to design a member experience program by asking, “How do we want our members to feel when they interact with us?” Encourage your team’s creative side to shape their ideal vision of an extraordinary member experience, from conversations to follow up actions, taking cues from the hospitality industry. Ideas can be as simple as sending an alternative “thank you” to a heavy mobile user after account opening, such as a quick video using your smartphone. Or, promote a quality lending experience by offering a phone charging station at the loan officer’s desk for members to use while discussing loan options. Your plans don’t have to be costly to make a difference, but they should be original. Be ready to try something new and different to please members.

• Practice. Got an extra 15 minutes before you open the doors? Plan weekly practice sessions for staff to hone their communication skills with one another. Weekly role play of member greetings, rapport-building, listening and showing empathy will reinforce your plan to achieve high quality interactions and grow staff confidence. Also, you can quality control staff performance and provide quick, positive coaching. 

• Reward. Your member experience program is not a one-time event, but requires ongoing coaching and staff development. Reinforce individual success with rewards and opportunities, like representing the credit union at a community event. 

Every worker wants to be part of something great. By creating an environment where your team members feel valued and empowered, your staff will project their energy and enthusiasm within their work, and outwardly reflect your credit union’s values, brand, and success to your member community.

If your credit union needs a hand with staff or management training, CU Solutions Group can help.