Cupid is known for setting up relationships. He engineers love with his magic bow and arrows, pairing up two people struggling to make a relationship work. And sometimes, it feels like your credit union member experience standards just aren’t clicking with your consumers. Something’s missing.
You need to give your service the Cupid Treatment, operationalizing your brand so that it goes beyond bland and becomes unique to you. How do you get there?
- Set up systems.
- Train your staff.
- Hold people accountable.
- Never lose passion.
Let’s go over each of these elements in more detail and help you create a credit union member experience program engineered for consumers to love it.
Set Up Systems
Your consumer experience systems are a baseline for service success. Like setting your climactic romcom scene in the pouring rain, you need the right environment to capture people. There are two parts to proper systems.
First is the tech component. Love it or hate it, a good digital experience is foundational for modern consumers. How serious is it? 50% of digital banking users are willing to switch providers for a better digital experience. So, don’t ignore digital. Invest in a solid digital experience. Catch up if you’re behind.
Second is your journey map. You need to map out each touchpoint and how staff behaves at each touchpoint. This is where your brand leaves the realm of strategy, logos or colors and becomes lived by real people. What are your core service standards? What does your team say? How should they act at each critical moment? Without this setup, you risk having generic or reactive service.
Train Your Staff
Great, now you have systems! It means nothing without training. And not technical training…the hard stuff: soft skills. Those interpersonal skills that exist in the gray area of human interaction. The meat of any successful relationship. It tackles questions like:
- How do you deal with upset consumers?
- What actions are consistent with brand values?
- How do you cross-sell without being sleazy?
Teaching your team these skills ensures systems are effective. Just make sure you’re consistent. Too long a gap between trainings results in backsliding or complacency.
Hold People Accountable
A gap between your training and execution often comes down to accountability standards. Some people on your team might think a new service program is just the flavor of the month. Show them it isn’t. This is serious.
Your managers are crucial here. Managers are in touch with many different employees and can enforce your credit union member experience program at the grassroots level. This managerial job requires the boldness to have honest, hard conversations to preserve the program’s integrity. But it’s worth it if you want consumers to move from casual connections to hardline loyalists.
Never Lose Passion
Lastly, your service program lives or dies on your passion for it. You get what you give. Staff care only if leaders do. Consumers care only if staff do. Regularly hold hype sessions for your program and brand. Don’t let it lose its luster if you want to maintain committed relationships with consumers.
Get the Love Doctor’s Help
You don’t have to implement the Cupid Treatment alone. On The Mark Strategies gives your training team a breather by helping with journey mapping, consistent training and accountability. Book a free consultation now!
