It’s about the experience, people!
Credit unions must strive to make every member experience memorable – every interaction, transaction, consultation, collaboration, etc. should create feelings and emotions that will last long after the member leaves the branch, logs off mobile or online banking, or hangs up the phone.
Why is this so important? Simply put: memories are what people use to tell others about you. Think about it – when you tell stories about something that’s happened in your life, you rely on the memories of the experience to develop the narrative. Since every credit union wants their existing members to refer new members and to endorse them, why not ensure that every member interaction is memorable?
The primary goal of the Walt Disney Company is to create lifelong memories of the experiences enjoyed by visitors to their various Theme Parks around the world. Why? So they keep coming back AND so they tell everyone with a pulse about the wonderful time they had. Credit unions want the same things. They need their existing members to remain loyal and they need new members to thrive.
Creating great memories requires a few things. These include:
- Getting it right – Companies that make mistakes all the time create the wrong memories.
- Establishing trust – Do what you say you’re going to do. No shortcuts. Deliver on your promises.
- Making it easy – take a look here for more on this: http://yfptips.wordpress.com/2012/10/04/make-it-easy/
- Giving them something that they don’t expect – Get your creative team working on this STAT. “Wow! I wasn’t expecting that” is a phrase that you want to hear all the time.
Share your stories and let others know what is working for your credit union by commenting on this post.