Six Steps to Build Member Loyalty

Becky McCrary, FrontLine Newsletter
May 4, 2009 | COMMENTS

Members visit or call your credit union for many reasons. They want to make a transaction, acquire credit, receive guidance, or get an explanation. While they can do much of this electronically, they continue to want “face time” with you.

These six steps during each initial contact ensure members' loyalty and continued use of your credit union's services and products:

1. Greet me.

You're thinking, “I do that.” Really? Have you heard any of these? “Next!” “You can come up.” “Hello.” “Good morning,” or “Good afternoon.” Or, my personal favorite--the raised eyebrows.

These are not greetings.

Imagine you've lived away from home for a year and it's time for you to return for a visit. Your family enthusiastically will welcome you. They'll have prepared for your visit. They'll come to meet you, attend to your needs, and offer you a place of importance.

When I visit the credit union, do these things for me, the member. Greet me enthusiastically. Smile at my arrival. Let your eye contact acknowledge my presence. If you're on the phone, lift your chin when you speak to me. The difference in your tone of voice says you're interested and I'm welcomed.

Meet me. If you can move around your workstation, do so. If you can't, lean toward me. Even changing your seated position by leaning in when you're on the phone indicates I have your attention.

Express your welcome. Help me feel comfortable. Say, “Good morning, Becky. Thanks for coming in. How can I help you?” Call me by name, if you know it. Connection builds loyalty.

2. Value me.

I know you're busy and there's a good chance I interrupt you when I visit. Remember: I want to do business with you. I want to feel valued by you. Instead of leaving your paperwork stacked at your elbow, push it aside. Give me your attention.

Look at me while I'm speaking. It's tempting to count the money or read the computer screen, but resist. Your attention shows me you think I'm important. And since I'm important, why would I do business with anyone else? Appreciation builds loyalty.

3. Ask me.

Don't stop with “May I help you?” Carefully probe to determine my needs, wants, wishes, and goals. Sometimes I don't know what I need. (Shocking, isn't it?) If I ask about investment rates, ask what I'm saving for. The answer may help you determine whether to offer me a money market account or a Roth individual retirement account.

If I want to talk about my grandchildren, ask if I've opened savings accounts for them. I need your expertise. Trust builds loyalty.

4. Listen to me.

Let me tell my story first. I know you have lots of information, but I really want to concentrate on what's important to me. Take notes to make sure you have the facts. If I'm not clear, ask questions that help you help me. Attention builds loyalty.

5. Help me.

Making the transaction, granting credit, providing guidance, or giving explanations isn't always the help I need. I may need to learn how to balance a checking account. I may need a plan to get my budget under control. Help me get what I want or solve my problem. Personalization builds loyalty.

6. Invite me back.

Let me know I'm welcome anytime. Messages that accomplish that goal include: “When you're ready to move ahead, I'd love to help you with that.” “It's my pleasure.” “Thanks for coming in, Becky. Please come back again, soon.” Encouragement builds loyalty.

This story first appeared in CUNA's Credit Union Front Line Newsletter and is reprinted with permission. Contact Becky McCrary at 800-576-6709 or at beckymccrary.com.