I first noticed it last summer. After making a change to flight plans through the airline’s contact center, I remained on the line for a “short, one question survey.” The Net Promoter Score question was coming; I was ready to answer with an incredibly positive rating. Instead, the automated evaluator asked:
“Would you hire the last customer service representative you spoke with if you owned a customer service company?”
I heard it again yesterday (same scenario) and have many times since last summer. Is this question, possibly, a more telling gauge of member service; and, could it help in the ongoing design and effectiveness of your credit union’s member service training program? Consider these tips to help your front-line leaders provide the kind of service that any business would want for its service team.
- Greet your member with enthusiasm. Your member called, stopped by, texted, emailed, or started a chat for a reason: he needs your assistance. Thank the member for connecting; value the relationship (he chose your credit union, after all); and, consider him the Most Valuable Member (MVM). His business is important to him; mirror the same significance.
- Reference something personal about the member. You may know the member individually, but you certainly know a lot from her on-screen information. Reference her membership tenure, birthday (that day, just passed, coming up), status in your loyalty program (small or large), etc. Let her know how much you value her business.
- Take care of the member’s request. Ask questions, actively listen, make recommendations, be efficient, and impress your member with your commitment to the moment. The MVM is at your station or on the line; through your actions, carry out what your member needs. You are the CEO of the moment, an extension of your credit union’s brand and image.
- Look for an opportunity to deepen the relationship. This takes some touch, feel, and timing. Not every moment is appropriate for business development; however, you may learn of needs in your active listening. When the moment is right and your recommendation is beneficial, extend a professional suggestion. When the moment is amiss, you can still deepen a relationship with observant service.
- Ask if more assistance is needed and thank, thank, thank. Once you settle the original request, check for any more required assistance. If more is desired, repeat the above. If not: thank your member with enthusiasm, make your farewell individual, and give your member a reason to return. Even more, ensure he or she would consider you the kind of person they would hire.
The most customer-centric companies in the world recognize that service is the principal driver of customer growth, retention, and lifetime value. Their business models are built around customers’ success; and, their customer performance indices validate their standing. To create the most loyal sets of members, utilize these concepts to refine your credit union’s service model and create a service team that should be hired away (but guard this team as a strategic asset). When your members succeed first, your credit union succeeds always.
© 2020 by Jeff Rendel. All rights reserved.
Jeff Rendel, Certified Speaking Professional and President of Rising Above Enterprises, works with credit unions that want entrepreneurial results in sales, service, and strategy. Each year, he addresses and facilitates for more than 100 credit unions and their business partners.
Contact: jeff@jeffrendel.com; www.jeffrendel.com; 951.340.3770.