For success with member service delivery, high touch and high tech don’t have to match, but they do have to meet.
By Stan Cowan
Sponsored by D+H
When it comes to consumer experiences, consistency through every channel is key, right? The best answer to that question may be the dreaded “Yes, but….” Think about it. Does it make sense to squeeze everything that a branch can offer onto your digital channels? Maybe, if it’s your website or your online banking platform, viewed on a laptop/desktop. But what if your member is on a 4-inch smartphone screen? Thinking about it in reverse, you also wouldn’t offer remote deposit capture (mobile deposit) to those accessing their accounts with you via a desktop PC. Not offering every feature through every delivery system isn’t pure consistency, is it? Yet a “consistent” omnichannel experience is still ideal. A key thing to think about as you try to give members the experiences they expect from each delivery channel is how high- touch (personal) experiences fit together with high tech (delivery using the best and most exciting new technology). For example, when your members visit your branch, they may go through the drive-up and interact with a teller directly, using such traditional technology as microphones and pneumatic tubes. However, if they park and go inside the branch, they may sign in at a touch-screen kiosk, recording and logging the reason for their visit. They might also use a signature pad when they open a new account or apply for a loan. A key question about omnichannel for this branch scenario isn’t whether your members do exactly the same things when using mobile. The key question here is: Do all of your branches have the same member experience—appropriately combining high touch and high tech throughout the entire member journey? With branches being built or acquired over time, providing consistency can be difficult. Other not-so-thought-of member touch points also play a role combining high touch and high tech to provide this "consistent" member experience.
- Community events: Some credit unions conduct demonstrations of technological service delivery, such as opening accounts via mobile, during festivals and other community events. Such events also are good opportunities to have your team members show off self-service solutions like mobile deposit, online bill-pay or a personal financial management solution.
- Financial education: Many credit union financial education workshops and seminars are done traditionally—in person, on site. But what about webinars and online financial education universities? Financial counseling via Skype?
- Business development: The business development function is an extension of the credit union itself, involving technology solutions, operations, lending and marketing employees.
Combining high tech with high touch can be tricky. Both sides of the experience must be dead-on for the experience to provide the right opportunity for exceeding member expectations. When the cross-channel experience is configured optimally, the benefits are two-fold: an increase in brand equity and the additional opportunity for cross-selling consistently and intelligently across all channels. Partnering between the marketing business intelligence team and the IT channel team effectively multiplies the positive aspects of the member experience for lending and operations. Explore how one credit union did just that. Stan Cowan, CCE, is a senior solutions marketing manager at D+H, a global technology solutions provider for the financial services industry. Before joining D+H, Cowan spent more than 17 years as a senior executive in the credit union industry. He holds a BBA in marketing and an MBA from Wichita State University. Slated for Sept. 14-15 in San Antonio, CUES School of Member Experience will cover such key ideas as transitioning from tellers handling transactions to "universal agents" who can serve every member need; the findings of the Filene report, "Customer Experience and Credit Union Opportunities"; and making the move to a sales and service culture. It's not too late to register for CUES School of Member Experience!
