Credit Union Geek

Marketing, Strategy, and The Force by Joe Winn

Tag: social media (page 1 of 5)

Squeaky Wheels Getting The Grease

Originally published on CUInsight.com

Change is tough. And not just for your own team. Your members get comfortable with a product, process, or service, too. Even if it has some obvious issues. Here’s the wildest thing: When you improve, some will hate it. Because comfort and familiarity is easier than change.

Of course, this doesn’t mean you should never look to change anything. Evolution is a natural part of your operations. There will just be members (and staff/board members) who don’t like it. Solicit their input and apply improvements where necessary. You did ask what everyone thought first, right? If the project threw a lot of people outside their comfort zone, it’s going to be a long haul to get it right for most. But not all. You can’t satisfy everyone. If you are confident the change is a necessary and beneficial step for the institution, then that’s the end of the story.

You will receive complaints. And that stinks. Address those you can. The rest? They might be different members for a different credit union. We’ve worked with credit unions where they feared potential member complaints (by their admission, less than 1/100th of a percent) enough to abandon great improvements. Improvements which would have brought them in significant revenue, but, more importantly, helped their members in numerous ways. In their case, it wasn’t even squeaky wheels getting the grease. It was the thought of a squeaky wheel convincing them to avoid driving.

As a partner with many credit unions, I understand how important it is to build and maintain relationships. That’s the core of our success and of yours. Earning the trust of your members is paramount. It’s also essential to realize when you might be sacrificing the needs of the many, or the few, for the one. (I had to. I’m sorry. Mr. Nimoy, you’re still missed.)

If you roll out a program to your membership and 0.001% complains, while 95% express high satisfaction, you work with that small group, then continue forward.

Just keep some WD-40 on hand.

Image credit: http://www.fluentu.com/blog/english/useful-english-proverbs/

3 Easy Ways To Ensure Your Customer Service Doesn’t Suck

Oh, the customer, or member in most credit union cases. They’re both essential and the bane of your existence. They love your low rates and community-centric mission! But they also can’t stand that you serve Seattle coffee rather than Columbian in your branch. What’s wrong with you heathens?

Ok, so I may be exaggerating. But, for those of you who have worked with members, not by much. People can be, shall we say, trying. That does not mean you can discount a valid complaint or ignore a reasonable question. Like Disney Cast Members, you must address every member with a smile, a courteous reply, and a satisfactory resolution. (Side-note: Cast Members are not allowed to say, “I don’t know.” It’s part of why their training is so intensive. They either must know the right answer or be able to connect the guest with the right person instantaneously. What’s your policy?)

The title of this post promises three easy ways to ensure your customer service doesn’t suck. And, because I believe in serving you, my readers, that’s exactly what I’m going to deliver. There will even be a follow-up post where I review a few recent support interactions of my own and you can be the judge of how well they were handled. Ready?

Let’s start at the very beginning, a very good place to start:

1. Respond Promptly

Every time. To every member. No matter how ridiculous their question or comment may seem.

What I mean by prompt varies depending on how the member is reaching out. If it’s in person, I don’t suggest waiting 2 days to answer. That makes for an awfully uncomfortable face-to-face. Here’s a list of my maximum reply times based on medium:

  • In-Person: 3 seconds
  • Chat: 5 minutes
  • Phone: 10 minutes
  • Twitter: 15 minutes
  • Facebook: 1 hour
  • E-mail: 24 hours
  • Owl: 3 days
  • Messenger Pigeon: Never. Because they’re extinct.

Making a member wait beyond these times does nothing but upset them beyond their original concern.

2. Ensure Your Reply Is Relevant

If a member asks you about opening a new savings account, would you reply with instructions for setting up a 401K? No, because that’s dumb. Yet I see it all the time, especially on e-mail support replies. In the rush to achieve #1, getting a quick reply, sometimes the point is missed. Don’t do that. Take the time to understand what your member is asking. If you need, respond with a question clarifying their own. “Let me make sure I’m understanding you correctly. You are looking to build savings with a new account here. Is that correct?” It shows you read/listened to their question and then cared enough to ensure you’re getting it right.

Addressing a question they never asked is arguably worse than never responding at all. It implies carelessness and a “whatever” attitude to getting your members the help they requested.

3. Follow Through To Resolution

Once you’ve begun the conversation, it doesn’t end until your member says they are satisfied or the issue is resolved to your best ability. It is quite frustrating to start a discussion, only to have it end prematurely because the company stopped answering or gave a generic “resolution” statement.

Getting to a resolution has a few steps when you’re not the one able to do it. The first is straight-up attention. Show you understand their question. Second is diligence in action. If you know they need to talk to someone else, don’t waste their time not transferring. Third is making sure that transfer works. At least 25% of the time I am transferred on phone support, the line disconnects. And then it’s back to square one. The best companies keep the first agent on the line, connect and introduce me to the other person, and then make sure everything is ok to turn the call over. Accountability for everyone. And this personal touch does not go unnoticed by your member.

What if the member is saying things, perhaps publicly, that you’re not liking? You still have to politely reply until the problem is resolved or moved to another medium. Short the most loathsome of Internet trolls, people are willing to come to a mutual agreement. Be the more mature party.

And that’s it! Three easy ways to ensure your customer service both doesn’t suck and also rocks your members’ socks! Here’s the tl;dr of it all:

  1. Respond
  2. Be relevant
  3. Follow through to resolution

What were some recent member service challenges you encountered? And how did you resolve them to everyone’s satisfaction? Curious minds want to know! Share in the comments for all to see.

Insights In 160 Characters…Or Less

Full posts are overrated. Ok, that’s not true. They are essential to delve into an issue beyond surface discussions. However, there’s also a time for brevity. Short and sweet, as you could say. I’ve found that much of my best wisdom has originated, spur of the moment, in a Twitter post or reply. If only I were as witty and intelligent in the rest of my life!

There has been a trend lately in terms of topics discussed, both for myself and the industry as a whole. Social Media and Big Data. I’ve written a lot of articles about both, but, let’s be honest. You wouldn’t read them even if they were linked here. However, I might get you to read a series of tweets which spur some new ways of thinking. Ready? Too bad…we’re off!

Social Media

On replying to online criticism/comments:

On producing content your members want to see:

On the difference between good and unique:

On catching attention, in almost any way you can:

On what (actually) makes credit unions different:

On reminding us all that failing is ok, too:

Finally, on being *that guy* in the conversation:

Big Data

On using for “any and all purposes”:

On understanding what you’re looking at:

On realizing nothing really has changed:

On having my A/C replaced:

Did any of those short statements/replies educate, inspire, or convince you of their importance? There’s always more where they came from. Simply follow me on Twitter @JoeCUGeek or comment on the post to start a new conversation!  I tried to share tweets which did not link to long reads, but some do slip through (most of mine go to something to dive deeper).  Also, I realized that searching through 4,000+ tweets is a pain for me, but a victory for you!

Bonus for reading to the end (or just scrolling to the bottom):

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