One of our clients, the Dallas-based Prestige Community Credit Union ($122 million assets), does this exceptionally well. Senior Vice President of Marketing & Operations Ron Knight said, “Training and the member experience have become part of our culture. We live our brand every day, whether with members, or with each other. Our management at every level not only attends the member experience training, but we participate too. When they see the senior staff engaged in the training alongside credit union staff, it sends a message to staff that this is critical to the success of our credit union.”

4. Make It Engaging and Fun

Successful online shoe and clothing retailer Zappos is known for its outstanding culture and customer service. At the heart of this are 10 guiding principles, one of which is, “Create fun and a little weirdness.” Our clients that infuse fun into their member experience programs are the ones who benefit the most from staff engagement.

The $299 million, Fort Worth, Texas-based Unity One Credit Union, whose tagline is Think Outside the Bank, applies this philosophy to its member experience program, too. The program is called Live BOLD and is led each year by the Bold, Inc., a team made up of a cross section of employees hand-picked to spearhead the program. Members the Bold, Inc. receive special training, wear different colored T-shirts, and plan fun activities throughout the year that revolve around their brand.

5. Link It to Your Brand

For staff to connect with the program, you must link it to your brand. Give it a name, incorporate it into processes and procedures, and make it part of the vernacular of your credit union. Create an emotional connection to the brand by telling stories that exemplify it. Branding expert Scott Talgo said, “A brand that captures your mind gains behavior. A brand that captures your heart gains commitment.”

Instant Insights /

5 Winning Strategies to Get Your Staff Engaged in the Member Experience

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