Credit Union Geek

Marketing, Strategy, and The Force by Joe Winn

Tag: social media (page 1 of 4)

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):

People Will Talk…Tweet, Snap, and More – Part 2

Originally published on CUInsight.com

Welcome to part two of the Two Peoples series. Last time, we learned about the “great divide” between individuals who are deeply connected and those who prefer to go the analog route. Now, we’re looking at those “connected folks” and trying to understand how they approach the world differently, if at all. And, if so, does it matter?

I already hear your objection: There are plenty of members who will not do these “techie” things, and your in-person service will always be essential for them. I know…my own family is part of that group. You’re right. It is an important part of your operation.

But you’re missing a whole lot of people who are connected. At this point, I can go into the talk on embracing social media, empowering your staff, and championing your most loyal members. Yet I won’t. You know these things, and there are countless articles to guide you if you don’t.

What you need to understand is that the social side of the technical evolution is not a fad. It’s become more than just staying in touch with friends and family. It is now the ability to do anything by way of a technological device. Want food in front of you right now? GrubHub or Seamless. Need to get out and exercise with a digital reward? Pokemon Go, Running With Zombies, Nike + Running Club. Show everyone how you look with a dog nose? Snapchat (really, I still don’t get the platform). Learn about and buy whatever you want? You know the sites.

Yes, I hear you, again. “How does a running app or food delivery system help a financial institution?” It’s about the connections the technologies enable. Even though I don’t use the social aspects, I do understand the idea of being disconnected from some people by being connected. There’s even a name for it: Digital Footprint Score. Let’s explore.

Do you remember when the World Wide Web was in its infancy? If you were one of the early adopters, you knew how separated you had become with those who were still not connected. I was ordering pizza online in the mid-90s. The precursor to my own company had a dynamic website even earlier. We had taken such a leap beyond our previous life, that you couldn’t even explain it sufficiently to those who didn’t experience the daily “brrrzz, whoosh, ba dum, ba dum” of the 14.4kbps (or 28.8 if you were way cool) modem.

We are in that position yet again. I talk with my karate students often about the games they play, apps they use, and I’m amazed at the connections they are making within these environments. The newest trend is where that virtual community extends into the real world, a la Pokemon Go and similar “augmented reality” experiences. Between gaming, interacting with friends, businesses, and associated services, their Digital Footprint Score is extremely high. It may not come as a surprise, but this score trends higher as you get younger (Why aren’t we calling it the Benjamin Button Score? I crack myself up.). Your digital footprint will continue to increase, and we are still in the early days. I believe financial technologies (fintech) will enter this crossover realm in the coming years as well. The hyper-connected don’t carry money. They pass it around like you would an emoji. In fact, you can pay with emoji now, really (don’t get me started on them…it’s like we’ve come full circle from hieroglyphics). And peer-to-peer payments within your favorite messaging service is a reality.

However, we aren’t entering a post-bank world. We’re evolving into a new way of banking. One where you have a crucial role, if you take your virtual seat at the table. Looking back at these new concepts above, what do you recognize? Direct communication…you do that. Community-building…didn’t credit unions start this concept? I get that you’re not going to build the next billion-dollar platform. But why not work with the company which does? It’s as if we’ve had this talk before…

The final part in this series will look ahead to what the future may hold. Hang tight, because we’re talking artificial intelligence! And it’s not even close to what you’re thinking. Sorry, HAL.

Older posts

© 2017 Credit Union Geek

Theme by Anders NorenUp ↑