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In Feb. 10 Editor-in-Chief column (“Live in the Moment, but Plan for the Future”), there were several good points executives need to consider related to staffing and the member experience. It’s important to clarify that training is not a magic bullet. It’s typically viewed as an event by employees. This is why development plans, consistent one-on-one coaching, management follow up and leading by example is critical. How many executives still engage in member issues themselves? If we want employees to engage members, we have to engage the employees. We also have to demonstrate we know what it’s like to be on their side of a member conversation.

Peter Westerman

Credit Union Times

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