Apr. 22, 2008 at 1:32pm

Do unto others...

Posted by Melina Young in Differentiation is Key, Talking to Members
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After discussing some issues I have had buying a house, Kurt referred me to this blog post by Tim Kane about the notoriously bad behavior of title insurance companies. It got me thinking about customer service and credit unions.

I think banks are commonly being seen as gigantic institutions that care more about making money for themselves than really helping customers. No matter how many times banks tell me they put me first, it is hard to get beyond the stereotype and really believe them.

This is a great opportunity for credit unions. My advice?

1. Show me, don’t tell me. Every company tells me I’m important – to really get me to believe it, you need to show me how much you care. Sound Credit Union’s Random Acts of Easy is a great example of this. And yes, every example in the video really happened.

2. Empower your employees. When your employee is empowered to go the extra mile to help me, your credit union will create a brand that I and other members want to be loyal to. Having empowered employees means problem solving takes less time and presents a more seamless experience for me.

   Employees of the Ritz Carlton have a list of values they abide by. The sixth one says that employees own and immediately resolve guest problems – desk clerks, bellboys and housekeepers can spend up to $2,000 without needing further authorization from a manager. One employee’s customer forgot his briefcase when flying out to a meeting. The employee got a cab to the airport, bought a ticket, flew to the customer and delivered his briefcase. When the employee returned, his manager congratulated him and reimbursed all the charges.

3. Me first. By putting me and the rest of your members as your #1 priority you create a customer service culture. This is the type of action that you do want to be known for.

   Nordstrom’s is well known for customer service. Most people have heard about the 1975 incident where a customer wanted to return some snow tires, which Nordstrom’s doesn’t sell, and they gave the customer a refund anyway.

A reputation for phenomenal customer service is a great way to help ensure the longevity of your company. Innovative thinking and treating members well will help keep me coming back to you, and referring my friends and family. I guess it’s true what my mother said: “Do unto others as you would have them do unto you.”

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