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Raising the Bar to Meet the New Definition of Service

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BY JACK LYNCH

Serving members – what does this credit union mantra really mean? If your members don’t think they’re being well served by your CU, it doesn’t matter how much effort you think you’re exerting on their behalf. These tips will help you align your credit union with the new definition of service.

Tell me if this scenario sounds familiar: Your credit union rolls out the latest and greatest mobile application. Despite all the bells and whistles, a member encounters an issue after regular business hours on Friday evening. The member does his own troubleshooting online to no avail. He then calls you, only to be greeted with an automated recording informing him that no one will be available to provide assistance until Monday morning. The result? An unhappy member and a headache for you on Monday morning.

The credit union industry has touted its service to members as its primary focus for years. But what does that really mean? How does your vision of service translate into results for current and future members? Will your service message lead to an increase in membership or higher member satisfaction? Great service is now about more than just greeting your members when they walk into your branch. Many of our competitors in the financial services industry have recognized the importance of friendly in-branch customer service and have made improvements on that front accordingly. And even if you outshine your competitors with a great branch experience, does this really mean you are winning the overall service battle for members? Probably not, because members’ definition of service has likely changed.

This content is for CU BUSINESS eMagazine , Special Deal: 2 websites , and NEW! The Leadership Team Builder Group Subscription members only.
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