There’s a lot to running your credit union or community bank, but it’s your experience that is your bread and butter. It’s how your members or customers understand your brand.
Don’t believe us?
Take a look at these three stories from outside the financial services world and then let’s talk.
Story #1: Whataburger Woes
I adore Whataburger’s brand. In fact, I adore it so much I even got Whataburger pajamas as a Christmas gift. But I was in a much less adoring mood during a recent visit.
After ordering two fish sandwich meals for my wife and I, I sat down and patiently waited. And waited. And waited…for 30 minutes. When I asked about my order, they said they hadn’t put it in yet. I then waited another 30 minutes before receiving the food.
The Lesson: Time is money. It isn’t just a cliché; it’s a reality for your credit union or community bank. Disrespecting members’ or customers’ time is a surefire way to spoil your brand reputation. Instead, refine a streamlined service experience.
Story #2: Home Depot Disaster
My wife and I ordered a chest freezer online from Home Depot. A deciding factor in our purchase was the same-day delivery option. But a couple hours after placing the order, Home Depot said they couldn’t do a day-of delivery.
Why? Because they hadn’t prepared the order for the driver in time. Even worse, they couldn’t do a refund over the phone. I had to go to the physical location to get the refund, although I had clearly selected delivery for the sake of convenience.
The Lesson: Convenience is key. Remove barriers wherever possible to make loan applications and opening an account more accessible. Focus on creating an easy experience.
Story #3: TXU Success
When I recently selected a new electricity plan for my family, I received a message to call customer service to complete the order.
The TXU Energy agent who greeted me over the phone was polite and set up the exact plan I selected on the website. Unfortunately, their systems were down. She apologized and asked if she could call me back later to confirm the order submission. An hour later, she followed up and confirmed my new plan.
The Lesson: Follow-up is the key to success in any business. Yes, the service agent was polite. But she also followed up and resolved my problem. Your credit union or community bank must follow up with members or customers too, especially when you have solutions to their problems.
Don’t let your credit union or community bank fall into the traps of Story #1 and #2. Book a free consultation with On The Mark Strategies and train your employees to provide a great service experience.
