Create a Gravity Defying Credit Union Member Experience

Shortly before the Thanksgiving holiday, the movie version of the popular Broadway musical “Wicked” released to major fanfare. It made a whopping $162.5 million worldwide on its opening weekend…with the music playing a huge part in that. The music is so enthralling that AMC Theaters posted notices asking people not to sing along.

But when it comes to your credit union member experience, you want people to sing along. You want members to fall in love with your service and sing your praises to everyone around them.

So, let’s look at a few songs from “Wicked” and see how they inspire an experience that goes above and beyond.

‍

1. “Popular”

‍

Popularity sounds shallow. Vain, even. But sometimes…your credit union member experience really does need a makeover (like the one Glinda gives Elphaba in the musical). What is your service experience?

It’s your branch’s curb appeal, your staff’s tone of voice, your website load time, providing solutions, the smell of your bathrooms and so much more. A building in disrepair reflects a stagnant experience (at least in the guttural response of passersby). A disinterested employee signals you – as in the whole institution – doesn’t care (whether that’s true or not).

You need a popular experience to succeed. You want an experience that attracts and entrances consumers. Don’t refrain from throwing on a new coat of paint or training employees to constantly use positive tones.

In service, it often is a popularity contest.

‍

2. “Dancing Through Life”

‍

So much of a good credit union member experience comes down to how you make people feel (as you saw in the prior point). “Dancing Through Life” describes a thoughtless, stress-free experience at the Ozdust Ballroom - a place where nothing else matters. And while you must put thought into your service experience…you want the experience to be easy and carefree for consumers.

People experience enough friction in their daily lives – home life, work and school all have their challenges. They are tired of expending calories by the time they interact with you. How easy can you make their experience?

Answer questions quickly and sensibly. Streamline processes where you can and do the heavy lifting where possible. Make CTAs obvious so people can easily apply for a loan or open an account.

Put the blood, sweat and tears into your journey map and service program. Do the legwork so your consumers dance through your experience with ease.

‍

3. “Defying Gravity”

‍

Many credit union member experience programs live in little boxes. They’re too grounded. Service is a smile (and only a smile). You have “nice people.” But the basics aren’t enough in this day and age. Competition is too intense to stay tethered to surface-level service concepts that (let’s be honest) many organizations practice.

You need to defy gravity and develop a program that takes to the sky like Elphaba does as she embarks on her own.

So, time to start spending a lot of money turning your branches into coffee shops…right? Not necessarily. While expensive differentiators can certainly lift you high, it’s too rich for many community financial institutions and maybe disingenuous if it doesn’t fit your brand.

What does fit your brand? A small business center? A community library? Simply having the most tailored offerings around? It can be anything…as long as it gets your feet off the ground.

And if you want a gravity defying credit union member experience, On The Mark Strategies can help. Book a free consultation today and start developing a customized credit union member experience program that’s wicked good.