Improving the Member Experience

Improving the Member Experience

The success and survival of your credit union depend on focusing on the member experience. Improving the member experience should be a realistic and sincere goal so here are five things you can do to achieve it:
  1. See Things Through The Member’s Eyes – How do people interact with your credit union staff? What is confusing? What can be made simpler?
  2. Respond to Complaints – Look at complaints as constructive criticism/learning opportunities. Take care of the complaint and take the steps so it doesn’t happen again.
  3. Be Honest – If you don’t know the answer to a question, admit it. Then, get the answer from the right person.
  4. Build a Relationship – Don’t just deliver the brand. Instead, interact with your members in personal ways. Send a note or email to show that you are invested in your members.
  5. Promote a Service Culture – Make sure all departments in the credit union are focused on delivering great member service.

A member knowing that their voice is heard can be a major step in improving your member experience. Discovering pain points and addressing them will help differentiate your credit union and substantiate the claim of “People Helping People.” Consider including a short survey in your quarterly newsletter or designing a returnable statement insert survey to gain insight into your member experience.

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