Feeling charged up and ready to keep resolutions in 2022? If you’re anything like us, service sits at the top of that list. And when it comes to your credit union, the importance of member service in today’s changing world cannot be overstated.
We got to sit down with Cheryl Purrington, Senior VP of Sales and Service at ACFCU , who shares some fantastic perspective around this vital subject—this week on CRMNEXT’s Banking on Experience.
Why Cheryl is passionate about member servicing.
‘Dynamic’ is characterized by constant change, activity, and progress. And in Cheryl’s 30 years in credit unions, she’s seen institutions that too often have fallen behind.
Her current credit union (ACFCU) places a huge emphasis on staying relevant, and Cheryl believes that’s where everybody’s at right now. “We all want to be relevant,” she says. “We want to keep our doors open, so we have to learn how to service our members in this ever-changing world. To me, it’s a hot topic. It’s got to be first on the list.”
Some of the biggest challenges CUs face in this area.
Cheryl tackles a lot of issues here from communication training to budget issues. She also shares how moving from being a transitional-type CU to a transformational-type CU is a big focus for her, but needing to be able to service older customers alongside millennials can make that a real challenge.
Then there’s the fact that people have choices. And, to Cheryl, one of the scariest challenges comes—not with the members who walk in and loudly complain—but with “the people that walk out silently, who we didn’t even really know were fed up with us.”
Fresh inspiration: stories that fuel Cheryl’s commitment to great member service.
Our expert shares some great personal stories here about “situations that make you really glad to work for a credit union.” And you’ll want to listen in.
A peek into ACFCU’s new “Be Nice” Campaign.
The why behind this campaign brings up SO many fantastic (and foundational) truths. Ultimately, it’s all about respect, developing trust, identifying your vision, listening, and acting with courage.
And Cheryl’s passion for protecting her team members shines strong here. In her words, “As a credit union, it’s our responsibility to make every attempt to make problems right. But we need to let our members know that we reserve the right to tell them that it’s not in our best interest or in their best interest to have the relationship anymore. And our employees need to feel that safety from us as their management team.”
How to bridge servicing and growth to hit goals.
Cheryl believes better member servicing absolutely is the key to growth. In her mind, every time a member comes in, it’s about showing them that you’re the better alternative. As she says, “We’re going to sell those services to them because it’s in their best interest – not just because the credit union makes money off of it (which, of course we do) but because it’s good for them.”
The power of being proactive vs. reactive.
Both Cheryl and our host, James Gilbert share a real appreciation for this approach, particularly as it relates to asking questions. Their take? The more questions you ask, the more you’ll know and the better you’ll be able to help.
Want to contact our expert?
You can email her at firstname.lastname@example.org.
Find this interview, and many more by subscribing to Banking on Experience Podcast on iTunes. You can also find us on Spotify, Google Podcasts, or visit our page on Casted.