Consumer Sentiments And Employee Insights (4Q 2015)

Real comments from online review sites can help credit unions fortify morale on the frontline, find a middle ground between vocal members and the silent majority, and learn how to loan for a lifetime.

 
 

Comment

"I worked at the call center but left because I could not stand how a lot of the members would treat me. Advice to management: Employees at the call center need their morale raised sometimes."
— Former employee, glassdoor.com

Lesson

There’s not much a credit union, or any other employer, can do to make members or customers play nice. But just as Aesop’s fabled Sun bested the North Wind in making a traveler remove his jacket, warmth beats cold every time. There are lots of small ways to encourage folks on the front line. Words of praise go a long way, for instance. Managers can also reward employees for handling particularly tough calls well — verbal recognition in front of peers or gift cards work well.

Comment

"[Credit union] has allowed me to take a step into a more suitable environment for my area of study. The tuition reimbursement feature is extremely useful for employees like myself looking to continue their education."
— Current Employee, Indeed.com

Lesson

It’s not all about the pay. This particular credit union offers generous vacation time and benefits, free food Fridays, and raffles for sporting events and concert tickets. And investing in its employees’ education — along with abundant opportunities for internal advancement — is another way it keeps driven, talented people around for the long haul.

Comment

"I started my first few loans with [credit union]. One of its loan officers, who seems to wear a few different hats, has made every effort to explain the lending process in the most thorough, simple way, and I have never wanted to borrow money from anywhere else because of it. All I have had to do is call her, verify my information, and she knows me!"
— Anonymous, CreditKarma.com

Lesson

This credit union knows the best way to get the members it wants tomorrow is to better serve the ones it has today. Connect with millennials early and help them reach a milestone, like buying their first car, then build on that relationship by providing options and advice to help them navigate each financial step along the way to adulthood.

Comment

"Unfortunately, the launch of the new online website was a significant disappointment for me. Called the 866 number listed, waited 25 minutes for an answer. The representative was absolutely clueless about the site and how to submit feedback."
— Anonymous, CreditKarma.com

Lesson

The full review contains more details, but the core grievance of this member boils down to perceived barriers in communication with the organization. Solicit feedback, both good and bad, from vocal members and weigh the results against hard facts — such as usage activity and member surveys — to figure out where the credit
union stands with the larger, silent majority. Skipping the former altogether leaves valuable perspectives on the cutting room floor.

Comments

"Earlier this December, the ATM failed to return a large sum of cash I was attempting to deposit. After spending approximately a month following [credit union] protocol to recover my lost funds, I began losing hope. However, yesterday, I set a meeting with the branch manager. She listened and investigated my claim thoroughly and quickly. She even went so far as to drive to my wife’s office to obtain a signature she needed to process the claim. Within five hours she called me back to let me know the cash would be deposited into my account."
— Sustainable H., Yelp.com

"Crediting or debiting the wrong accounts is not unusual due to [credit union] account numbering structure. This includes posting transactions to completely different CU members!!! Sure they correct the errors, but there is little accountability. "
— Jim S., Yelp.com

Lesson

There’s no such thing as a small error when it comes to money. Depending on the situation, something as simple as a mistyped keystroke or technical glitch could have major consequences for members and mean potential liability for the organization. Treat every error as a priority to resolve ASAP and be sure to make full use of tactics like UX hardware and software test runs, mystery shoppers, and consultants to identify and triage any chronically recurring issues.

 
 

April 30, 2016


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