This Member Experience Will Be Bigger In 2017
Published on CUToday.info on November 1, 2016
HENDERSON, Nev.—Many credit unions are working to implement an omni-channel member experience. But many are also being challenged by internal issues, including turf battles and a lack of communication.
Bluepoint Solutions believes that 2017 will be a tipping point for omni-channel delivery in financial services, but it’s not going to take place without some operational soul searching.
Alissa Fry-Harris, director of marketing at Bluepoint, said that to effectively implement an omni-channel experience, CUs must look inside as well as outside—examine new ways to simplify operations and eliminate internal friction that results in lost opportunities.
“Fortunately, credit unions, with their inherent agility and deep commitment to member service, are poised to make the internal pivot needed in 2017,” she said.
Fry-Harris said that elevating the importance of the member experience at the credit union involves more than just making different decisions; it takes a different decision-making process.
“This starts with a deep dive analysis of your member groups. Demographics are always evolving, and each institution’s member pool shifts in unique and often unpredictable ways,” she said. “Shifts in age, language, technology savvy, and even location, all generate different consumer expectations and demands.”
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