Have you ever found yourself so overwhelmed with new technologies that you simply gave up? “Look at the new iOSdroid 45.759 iPhone Max 16” Extra High Resolution 4K 3D Hologram Edition!” What? Forget it. My Motorola StarTAC works just fine for me. You can keep your, um, whatever that is.
Ok, I exaggerated. Slightly. Though for someone not keenly on the “bleeding edge”, it can feel that way. Lots of technology, no idea how it connects to your life.
This can happen to anyone, even a self-proclaimed geek like myself. Through a series of odd events, I wound up getting a new car. It has everything. Here’s a rundown of just some of its advanced technologies: Smart City Brake Support, Forward Obstruction Warning, Rear Cross Traffic Support, Blind Spot Monitoring, Lane Departure Warning, Smart High Beams, Adaptive Headlights, Radar Cruise Control, Capacitor Regenerative Braking, and Rain-sensing Windshield Wipers…whew!
At first blush, the technologist in me went bonkers. “Gadgets, gizmos, sensors, radar, LASERS!” Then I asked the question you’ve doubtlessly posed before as well. “So, now what?”
I read the manual, all 500 pages of it, and endeavored to press every button and instigate every advanced thing on the car. I’ve managed about half thus far. But would the average person bother? The manufacturer possibly wondered the same, since a few of the features need to be manually activated. Given how many VCRs I’ve seen over the years flashing 12:00, well, you can guess.
It’s the same way at your credit union. Each day, I notice new articles in my Twitter feed about how credit unions must implement technologies to better engage with their members, beat the banks, and survive into the future. Sure, mobile deposit is a given today. So is a clean and functional mobile app. And, of course, your website should be presented as a virtual branch, mirroring the great experience members receive upon walking into your brick-and-mortar establishments.
But technology for technology’s sake? There are a few of us who enjoy such things, but we are not the majority, and you should not stake your future on us. Even the typical technology-laden Millenial has little care for unnecessary trimmings. If it makes your member uncomfortable, confuses them, or otherwise makes them feel like they’re “missing something”, it needs to be reconsidered.
If a member is ready to take action with your credit union, get out of the way! Help, don’t hinder, their efforts. If you’re implementing new technologies, make them seamless and invisible to the member. Otherwise, prepare to have a lot of explaining to do.