The “first date” with your member—will you get a second?

first_img 2SHARESShareShareSharePrintMailGooglePinterestDiggRedditStumbleuponDeliciousBufferTumblr When a brand new member takes the time (and it’s usually on their lunch hour) to walk into your branch to “move” their checking account – there is no bigger moment than that. Think about it. How did they choose you out of all the options available today? Something worked. Marketing, positive word-of-mouth, location, social media, community involvement, reputation. Here they are standing in your lobby. What happens next? Do you make them “sign in” and have a seat in a sad waiting room with old magazines, waiting for their name to be called (similar to a doctor or dentist appointment). This is called the “moment of truth.” Our product is service, and it’s manufactured with the member present. You will never ever get a second chance at this first impression. And yet, in most credit unions that survey members using Net Promoter Score, this “transaction” is consistently rated the lowest. And why is that? I think we are “shackled” with the “have tos”:We have to qualify them for membership We have to make sure they are not a terroristWe have to make sure they aren’t a horrible risk, and often put unreasonable holds on their initial deposit, or worse yet, consider them on “probation” for the first few monthsWe have to figure out which of our five checking account options is best for themThen we have to deal with our clunky core system and finally We have to tell them this pain has just begun…there is no bigger chore than moving all the things tied to your checking account. And if you hand them a “switch kit” you’ve just put the pain in a pamphletIt’s a wonder we ever get a second date. If you think this might be happening in your lobby, attend the CloudCherry webinar on July 30th where I will show you how to re-engineer your process using member journey mapping and improve the initial experience so you’re sure to have a long lasting member relationship that results in creating a profitable promoter. Click here to register. I can’t wait to see you there!last_img

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