BY NICK BROWN
When it comes to a new financial need, who do your members and prospective members call first? If it’s not your credit union, then you’re getting it wrong. If you want to stay top of mind with customers, these four tips for onboarding calls leverage one of the easiest and most effective means of deepening personal connections that last.
Onboarding is simply one of the most effective ways to make members feel valued and appreciated. Many credit unions see this as an essential step in fostering member loyalty, creating top of mind awareness and attracting future business in this competitive and commoditized industry.
A number of years ago, as an outbound sales agent, one of my core responsibilities was to contact new members who came to the credit union through our indirect lending channel. The first priority in this call was to onboard these new members, answer any questions they had about the financing of their new auto or RV and then set up various account services. Those members I contacted were always grateful for the call, and often I would hear this response from them: “Wow, my bank has never called me to thank me for my business and answer my questions.”
Countless times these conversations would turn to deeper discussions of how our credit union could service their other auto, mortgage, credit card and checking account needs better than who was currently servicing them. And when it came time for future financial needs, my members would call me first.
Onboarding calls are so effective because they enable the credit union and its employees to deepen that personal connection with their members. When an onboarding call is done right, it creates a feeling of reliance and trust and it establishes a personal relationship with that member. This, is turn, encourages loyalty to the credit union and increases the likelihood that when members have questions, snags and future financial needs, they think of “their credit union” first.