In the fast-paced world of finance, credit unions rely on exceptional member experiences to stand out. But how do you know if your current approach is truly hitting the mark (pun intended)? Are there hidden gaps lurking beneath the surface, impacting member satisfaction and loyalty?
If so, these gaps can be costly. Unhappy members are less likely to recommend your services or choose your credit union for future needs. They may even take their business elsewhere.
But don’t panic! Identifying and closing credit union member experience training gaps is within your reach. Here are three key strategies to get you started:
Perform Mystery Shops
Mystery shopping is a powerful tool for uncovering hidden issues within your credit union. By simulating a real member experience, you gain invaluable insights into how your staff interacts with potential and current members. Mystery shops shed light on areas where credit union member experience training falls short, from excessive wait times to confusing online processes.
Mystery shops also assess employee knowledge, friendliness and cross-selling abilities firsthand. Leverage the findings to create targeted training programs and process enhancements.
One mystery shop we performed discovered credit union staff directing people to other financial institutions…even though leadership believed they had a strong brand. This valuable information gave executives the impetus to retrain staff on the brand and its experience.
Clarify Your Brand
A strong brand identity is the cornerstone of remarkable credit union member experience training. By clearly defining your credit union's values, vision and unique selling points, you can create a cohesive experience across all touchpoints.
And believe it or not…that starts with your staff. As Patrick Lencioni says, “If you could get all the people in an organization rowing in the same direction, you could dominate any industry, in any market, against any competition, at any time.”
A strong brand provides employees with a framework for delivering consistent and personalized service. Overcommunicate your brand. Hire and fire based on your brand. Ensure everyone rows in the same direction.
Then, dominate your market and wow your members.
Revisit Your Journey Map
Your journey map is a step-by-step guide to a member's interaction with your credit union. By regularly examining this roadmap, you can identify opportunities to enhance the overall experience. Analyze each step of the journey (in each service channel) to uncover areas where you can improve the experience.
You may also find your current journey map no longer provides clear guidance to staff, adheres to brand guidelines or factors in modern technology. What do you do with your journey map in this case? Redo it!
A new journey map might make all the difference to your credit union member experience training. Journey mapping is your program’s foundation. Strengthening your journey map provides an experience built on bedrock…rather than sand.
Remember: the ideal member experience is a dynamic concept. By regularly employing these techniques – mystery shopping, brand clarification and journey map optimization – you can identify and close credit union member experience training gaps.
Taking the next leap? Consider investing in credit union member experience training for your staff. On The Mark Strategies helps your employees do more than smile at members, teaching them to cross-sell while living your brand.
Book a free consultation today.
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