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Contact Management System Eliminates Banking Service Gaps

By: Julie L. Selecman

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It’s Monday morning. A member calls to inquire about a $140 ATM deposit discrepancy. A service representative offers to send a photocopy of the deposit in question. The member, running low on cash, checks her mailbox every day.

On Friday, when the photocopy has still not arrived, she calls the credit union again and connects with a different rep who, without knowledge of the past discussion, again offers to send a photocopy of the deposit to her at home.

How do your members feel when they call back about a service request and have to “tell their story” all over again? Does your credit union “forget” every member service interaction as soon as it’s over? If so, don’t be surprised if the gap in service leaves your members feeling forgotten, too.

There are no file notes regarding the member’s original service request. No one knows if the photocopy was mailed or who had promised to send it. The representative apologizes, but it’s too little, too late. The member is left frustrated, and is still waiting for the photocopy a full week later.

If every service experience is an isolated event, your credit union may be missing the opportunity to truly understand what your members need. A centrally located record of past service events can help staff deliver superior service with every member service touch.

According to Rick Poulton, President of the Better Branches CUSO, basic member contact information can have a huge impact on member satisfaction and retention. “CUs are under a lot of pressure to reduce operating expense. In this environment, it’s easy to overlook the obvious: it’s cheaper to do it right the first time! – and it makes for better member service too!” says Poulton.

“Significant member satisfaction improvements can be achieved simply by deploying a basic contact management system,” says Poulton.” “Not every credit union needs to invest in a full-blown CRM solution to accomplish this feat. Many contact management systems can be scaled down to fit the needs of any credit union, regardless of its size.”

A contact management solution can also help a credit union operate more efficiently with fewer staff – while raising staff accountability levels. “A good contact management solution gives staff the tools they need to consistently pick up and follow through on member service requests – regardless of who originally served the member,” says Poulton.

“Furthermore, a contact management solution can help supervisors track service delivery, pinpoint service deficiencies, coach for better outcomes, and reward outstanding efforts.”

Instead of being asked to repeat her original request, imagine how the member would feel if the representative recounted her exact, original request. “I see you called on Monday, and the photocopy request was mailed to your home address on Tuesday. Would you like me to send a second copy to the same address today? Do you have access to a fax machine? If so, I’ll send it right away.

“The bottom line is a good contact management solution helps credit unions build solid bonds with members,” adds Poulton. “They will be less likely to leave the credit union, and more likely to refer friends, neighbors, and colleagues.”

Better Branches offers several contact management and service tracking solutions designed to fit your credit union and your budget. To learn more, request a web demo by email at demo@betterbranches.com, or visit www.betterbranches.com.

Article Source: http://depositarticles.com/

Author: Julie L. Selecman Better Branches LLC is a credit union software and consulting CUSO. Let Better Branches help your credit union reduce costs and improve service. Article Contact: Rick Poulton Contact Phone: (866) 444-8344 Contact email: rick.poulton@betterbranches.com Web site: www.betterbranches.com

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