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One Percent Service - What Your Members Want Measured
Monday, September 16, 2013 6:50 AM

If your credit union is like most, lots of actions and duties are measured to gain a sense of success and areas for improvement on the front line.  These measures are an effective way to understand what’s working and what’s not working.

But, what if you asked your members what they wanted your credit union to measure?  What if you asked your members what matters most because they determine what makes for a successful transaction, experience, or relationship?

Motivational speaker Jeff Rendel says he’s asked thousands of credit union members their expectations and definitions of outstanding service.  Here’s what they shared: 

  1. Be very knowledgeable about products and services.  In most, if not all cases, you will be the only contact a member will have with your credit union.  Your member expects you to be an expert at your job.  Strive to gain the education, training, and certifications that make you the expert in financial services.
  1. Address members’ needs at the point of first contact.  When members visit your branch or call your contact center, they do so for a reason.  After your introductory welcome, ask your member how you may serve him or her today.  Your member will appreciate your leadership in respecting his or her reason for dealing with your credit union.
  1. Appreciate the member-owner relationship.  Your members are much more than customers.  They own a part of your credit union.  In a nutshell, it’s their business, so thank them for choosing to be a part of your credit union.
  1. Demonstrate a desire to meet your member’s needs.  When your member succeeds, your credit union succeeds.  Treat every interaction with your members as an opportunity to prove the value of your credit union and your professional abilities.
  1. Quickly access pertinent information.  Speedy and accurate service is important to all.  Become a good student of your data systems.  This allows you to review and better understand your member’s relationship with your credit union.  With this knowledge, you can provide excellent service and look for good cross-selling opportunities.
  1. Provide good value for your member’s dollar.  When necessary, explain how fees and rates at your credit union provide or save your member money.  If an option, go further and show how additional products and services can provide or save your member more money, and add more convenience to his or her life.
  1. Be courteous.  Smile when you greet them; genuinely ask about their day; discover the best way to serve them; and, thank them for their membership. 
  1. Be trustworthy.  Each transaction with your member involves confidential information and access to personal financial matters.  Keep your conversation quiet and directed toward your member; write down any dollar amounts that you must share; and, show empathy if matters are sensitive.
  1. Treat your member fairly.  At some point, you will make an error when dealing with a member.  Admit your mistake, correct the error, remedy the situation, and thank your member for being a part of your credit union.  At some point, your member will make a mistake when dealing with your credit union.  Be professional, explain how the error occurred, show ways to prevent the error from reoccurring, and thank your member for being a part of your credit union.
  1. Provide relevant, personalized service.  Introduce yourself by your first name.  If appropriate, ask if you may refer to your member by his or her first name.  With each transaction, serve your member.  Tend to what he or she needs accomplished.  Opportunities to offer new products and services will arise, but first, provide the relevant service your member needs.