Credit unions consistently tout their superior member service, particularly when comparing themselves to the bank next door. I would bet that most credit unions would find themselves in a dead heat in that comparison, or even falling behind. Credit unions need to get out of the mindset that putting a smiling face in front of the person walking up to the teller counter is all there is to member service.

Behind that beaming face, cogs better be turning in their mind. That person not only needs to be cordial to your members but also knowledgeable enough to speak intelligently about their questions or direct the member off the top of his or her head to the person who can.

That person also needs to be able to cross sell products and not just by asking would you like a credit card to go with your checking account. The person needs to be able to dialogue with the member and be perceptive enough to what products might be of interest to the member. Highlighting the special rate on mortgages that month to someone who closed on their house last week is a huge waste of everyone's time. However, listening to the member talk about the family car dying should instantly spark the thought, "Our auto loan rates are the best in town" or whatever you see as your credit union's advantage in that area.