Co-Op Trust: Cutting Edge Can Be Found in a Tech Focus
In last month’s Cooperative Trust column, Erin Steffen’s message was clear: Don’t be afraid to up sell your products to members, and start considering technology channels as critical components of your service. [See CU Times, April 4, page 17.]
Credit unions have established credibility in the financial services marketplace because of our white glove treatment for members in the past. And we certainly don’t want to forfeit that. However, what Steffen and the body of research on which she stands, is suggesting is that members’ notions of what constitutes white glove service are changing. For instance, where up selling used to be seen by a majority as suspicious, consumers are now more likely to appreciate having valuable product offers explained to them.