It’s inevitable. Halloween comes and goes. Daylight Savings Time ends. The trees shed their leaves. And the Holiday crush gets under way.
We have come to expect certain things to happen during the weeks leading up to the Holidays. Retails stores begin to advertise their specials, malls are decorated with tinsel, bows, lights, and trees. Neighborhoods slowly begin to light up as folks prepare their homes for the festivities. Radio stations begin to infuse Christmas music in their playlists. Finding a parking space is akin to locating Atlantis. For those of us in the New York area, we expect to hear on the news that the tree that has been selected to adorn Rockefeller Center has been chosen, cut down, and is on its way. (This year’s tree was cut down in Pennsylvania last week and is now in place in NYC.)
So these are some of the things that we expect during this time of the year. We know that they will happen and frankly, none of these events would necessarily be considered “surprising.”
Question – what do your credit union’s members expect from you? What do they know will “just happen” in their dealings with you? Take a poll of the staff members at your credit union by asking them a simple question – “What is the ONE thing that our members expect from us?” The answers you receive may all be similar or may be all over the place. The ideal scenario is that the responses are focused around a central theme (service, friendliness, knowledge, etc.) If the responses are so varied that it is hard for you to process…..you may have a problem. It’s time for you to rethink your branding and positioning.
You see – your staff members should all be “in the ballpark” when it comes to knowing what members are expecting. It’s vital that your credit union delivers on its promises and does everything with the members’ best interests in mind.
It is crucial that these non-negotiable expectations are very clearly communicated across all channels of the organization.
But unlike the Holiday events mentioned earlier (that lack an element of surprise,) it is also a good idea to WOW your members from time to time. They already have their expectations of what your credit union should be doing. And they will judge you based on whether or not you meet their expectations.
Do something unexpected and outstanding for a member! Here are some ideas:
– Create a WOW campaign at your credit union.
– Get your staff involved by having them “look out” for WOW opportunities
– Get members excited about reporting a WOW event to credit union management
– Add a page to your website for members to share their WOW experiences.
So go beyond what your members know will “just happen.” Go for the WOW!