A sure way to make the merger process easier on members is to enhance support and communication. The traditional phone-centric service strategy no longer cuts it in our new reality as on-screen consumers. Members are typically already frustrated when they encounter an issue; the last thing they want to do is disengage from the digital domain, dial into a clunky phone experience, reauthenticate themselves and waste time providing context around the issue at hand. Talk about time consuming and cumbersome for all involved.

Instead, credit unions should be meeting members where they are in the digital journey –especially when that journey becomes unfamiliar due to merger-related technology changes like a different online banking or mobile experience. A digital-first approach to member service eliminates inefficiencies and frustration associated with phone-based support. Digital usage and adoption are at an all-time high and credit unions should be catering to this familiarity and preference. By digitizing member service, credit unions can meet members within the digital domain and empower them with choice for how to engage – whether that's via chat, video or voice, and guide them using co-browsing, where employees can see what's on the member's screen in real time, facilitating stronger collaboration.

It's a common misconception that on-screen voice and a phone call are the same when they're, in fact, entirely different. An off-screen phone call (an interaction that starts by dialing the digits of a phone number) requires the agent to gather information about the member, authenticate them verbally and ask a series of questions to understand their problem before starting to work toward a resolution. On-screen voice (an interaction that launches through a website, portal or app), on the other hand, bypasses those steps because the member has already been authenticated, allowing the agent to immediately transition into a personalized interaction, making the overall experience more effortless and convenient.

Being able to seamlessly transition between these different communication methods – all while remaining in the digital experience – leads to faster resolution and enhanced member satisfaction.

Boosting Employee Satisfaction

Mergers can be daunting not only for members but for credit union employees as well. They often must adapt to internal changes while also fielding an influx of member questions and concerns. Digitizing member service can better support employees during this time, increasing efficiencies and improving the overall experience.

The member service agent role has historically been of low satisfaction and high churn. This tide can change by providing agents with the modern tools they need to meet members in the digital domain and collaboratively resolve their issues. With digital member service, the role of the agent shifts to more closely resemble a teacher, helping members become more digitally self-sufficient. Plus, the technology allows employees to manage multiple requests at once, reducing wait times and average handle times.

A digital-first approach to member service also enables agents to more effectively leverage advanced technologies such as artificial intelligence. Chatbots are commonly used to solve routine member-facing questions, but they can also be a strong tool to assist and help train agents. AI has the power to surface relevant information during member interactions, alleviating agents from having to retrieve information from back-end systems. Bots can also scan conversations in real-time and present suggested answers or prompts, which can then be accepted, discarded or modified by the agents. As more suggestions are accepted or declined, more data is collected to improve the bots' capabilities, leading to more advanced AI.

By enlisting bots to assist agents, credit unions can save time, increase operational efficiencies, and boost staff morale and satisfaction. This is especially important when credit unions are navigating large transitions such as mergers.

Completing a merger is a significant undertaking that directly impacts credit unions and their members. To ensure that members feel comfortable and confident during this process, institutions need to provide them with exceptional member service. Credit unions that embrace digital member service will be well equipped to more effectively navigate the merger process from both a member and employee perspective, boost efficiencies and strengthen member loyalty.

Dan Michaeli

Dan Michaeli is the CEO and co-founder of Glia, a New York, N.Y.-based provider of digital customer service solutions.