Credit unions consistently score high marks in member satisfaction. Providing a superior member experience is something that your members expect from you.

Providing an intuitive, personalized experience that leverages member profiles and uses sophisticated data analytics to predict why members are contacting you is a service that will pay for itself in no time. In fact, it will actually help you contain costs and improve the overall member experience.

Imagine a member who calls in to ask if you've received her payment for her utility bill. Now imagine that same member calling in and before she gets to a live agent, the conversation she has goes something like this:

“Good afternoon Mary. What can I help you with today?”

Mary clicks on the mobile app and asks “Did I pay my Con Edison bill last month?

The system quickly delivers the answer “Yes. I see a payment to Con Edison on the 15^th.”

The automated system makes sure that Mary's question is answered and then asks her if she needs any further assistance. Mary says no and hangs up.

Mary is satisfied because her question is answered immediately. You're satisfied because the call was contained in the system and your agent's time was freed up to handle more complex calls.

A system like the one described above can give credit unions the ability to expand member service hours without adding staff. It also reduces the average handle time for calls coming into your call center because the system can pre-qualify the call and resolve the issue or provide the agent with a transcript of the conversation.

Consumers have a lot of options when choosing a credit union. To be successful in today's highly competitive environment, CUs must creatively and innovatively meet their members' needs and expectations without going over budget. And there is technology out there that can help you succeed.

David Sosna is founder/CEO of Personetics Technologies in White Plains, N.Y.

Instant Insights /

Balancing Technology and the Member Experience

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