In a world rapidly becoming more technologically focused every day, it is increasingly important to direct efforts toward building and maintaining strong, personal relationships with your credit union members digitally. While the virtual space might seem like a roadblock on the path to forging meaningful connections, there are aspects of technology that can be harnessed to generate valuable member touchpoints in new and exciting ways. Digital platforms and emerging technology solutions are meant to be bridges, not barriers.
When communicating with your members digitally, it is important to be concise and direct. Similar to interpersonal relationships, you do not want to come across as overwhelming or, to be frank, annoying. No one wants to be overloaded with information, no matter its relevancy, or contacted so frequently it borders on harassment. Just like walking a tightrope, it is all about achieving balance—you must find a way to convey information in a pointed, easily digestible manner that will be appreciated, not dreaded or ignored.
Think of your digital channels as new-age education tools that can empower your members with information, insight and inspiration. Share helpful tips and tricks, company announcements and snippets of your credit union’s culture and workforce through your social media accounts and your credit union’s blog. Build trust with your audience by sharing economic trends and other relevant data that can help your members make better financial decisions. A tireless focus on creating and sharing quality content will increase your credit union’s digital engagement, and result in increased positive sentiment throughout the member journey.
You should also feel encouraged to post educational resources to your website, making them easily accessible to your members. For example, information on financial literacy can be extremely valuable to those either financially secure or struggling. Share money management tips for members of all ages, ranging from college students opening their first accounts to seniors looking to maximize retirement savings. Educate your members on best practices related to credit and borrowing, identity theft and fraud avoidance, purchasing a car and financing a home.
The digital space affords credit unions a unique opportunity to increase and enhance member interaction, which is why it is vital that communication is a two-way, interactive conversation. This can be accomplished through sending out surveys and polls, or offering an engaging online forum where members can converse with your credit union staff and other members. It is also advisable to offer a real-time chat support function, which allows members to easily access needed information in a time-sensitive matter. If members comment on your social media posts, look for opportunities to engage with them. These methods will show that you are listening to your members, and that you are striving constantly to deepen connections.
Finally, be sure to optimize the various channels you utilize to strengthen and enhance the member experience. Few things are more frustrating to sophisticated users than visiting a website or scanning through an e-newsletter that is wildly disorganized, poorly formatted or unintuitive. Design plays a critical role, so ensure that these platforms are also visually appealing. When done right, in a clear, consistent and effective manner, digital channels can truly be a gateway to building stronger member relationships.
Rhiannon Stone is vice president of solutions delivery for EPL, Inc. She can be reached at 205-408-5300 orrhiannon.stone@epl.net.
