Small Gestures Make a BIG Difference In The Branch Or On The Phone

Everyone from credit union executives to the members their credit unions serve have a million and one things on their to do list each day. If that is not true literally, it sure feels like it sometimes. The below blog entry from CU Grow speaks to making the most out of those mere moments with members.

“Small Gestures Make a BIG Difference in 2009”
Rushing in and out as quickly as possible is probably what many of your members are doing right now when they walk into your credit union. They are in a hurry, with a list of fifty things to do and want a quick credit union experience. Now, it is important to note that “quick” does not mean curt or impolite.

The same importance that is paid to in-branch experiences should also be paid to call center service. Whether you can see their smiling faces or just hear their harried voices, call center and member service representatives should be prepared to deliver total member care 24/7.

I would even argue that those frantic phone calls over the weekend to your call center help better define your credit union's relationship with the member than the weekly in-branch visit and transaction...and the numbers don't lie. In 2008, our call center received 2,271,400 calls, which was up from 1,699,300 total calls received in 2007, and we expect to see even more calls in 2009.

Growing Amidst the Turmoil

It’s no secret that the financial services industry and those it serves are facing tough economic times. News of financial institutions closing is becoming more frequent and more borrowers than ever before are facing foreclosure.

Credit unions and their members, however, are weathering the financial storm better than most. I strongly believe it is because of the personalized, around-the-clock member services credit unions offer. When members can turn to a financial institution they can rely on and trust, they make better financial decisions.

As credit unions make a commitment to provide 24/7 total member service, Digital Dialogue is able to tout company growth in 2008. During the third quarter alone, we began supporting nine more credit unions with 24/7 call support for overflow, emergency services and after hour services. We now work with more than 200 credit unions in 42 states and receive more than 200,000 member calls per month.

Our growth also means we’re planning on expanding our team, and that’s great news for the credit unions we serve and for Detroit/Auburn Hills, our hometown. Local station WXYZ covered our growth last week with this report:

http://www.wxyz.com/mediacenter/local.aspx?videoid=16483

We’ll be adding up to 150 staff members over the course of 2009 to our more than 260 current employees. We look forward to welcoming friendly team players that are passionate about providing great, personalized member service to credit unions. And that’s what will keep credit unions going during these tough times – a focus on total member service.

Hello and welcome

Hello, and welcome to the credit union total member service blog. As primary author, please allow me to introduce myself. I’m Peter Schmitt, president of Auburn Hills, Mich.-based Digital Dialogue, a PSCU Financial Services company and nationwide provider of 24/7 call center operations and software solutions to credit unions.

My background includes more than 13 years of credit union industry and call center experience. In addition to leading Digital Dialogue, I currently serve on the Board of Directors for Auburn Hills-based Dialogue Marketing Inc. (a 600 seat contact center) and Credit Union Student Choice, a student lending Credit Union Service Organization (CUSO).

This blog’s goal is to provide a perspective to credit union executives on member services and call center best practices. I will discuss trends that impact the credit union industry in addition to commenting on relevant and timely news stories. My goal is to provide content that demonstrates techniques that improve member service and loyalty in the credit union industry. I will share my experiences while working directly with more than 200 credit unions and offer insight into best practices for delivering 24/7 total member care. From time to time, this blog will feature guest contributors and their thoughts, opinions and experiences.

I would like to invite your feedback as well. If you have any thoughts on my entries or would like to see a certain topic covered, please feel free to leave a comment with your suggestions. I look forward to an interactive dialogue with the readers of this blog.