Recommendations for being more service-minded at various levels and in various departments. By Jeff Rendel, CSP 
In 2015, the post on this blog, “A CEO at Every (Employee) Desk,” explained how—in our members’ eyes—front-line leaders are the CEOs of every “moment and transaction.” Since members meet our front line more often than they visit with our executives, many credit union leaders have designed training sessions and systems to create an executive presence through all levels of their credit unions. Fast forward a year later and a feature of one credit union’s statement of values reads, “We all hold the title of member service representative.” This credit union realized that “the MSR in all of us” must appreciate that every member adds to a credit union’s success and all team members must value that contribution in how they go about their daily duties. “Regardless of how often we actually see members,” the credit union’s CEO said, “we must design our day around the question, ‘How will I serve my member?’” How do the various levels and departments of a credit union integrate this MSR presence of mind in daily duties? Here are some recommendations. Front-Facing Leaders. The mission of tellers, call center agents, loan officers, branch managers, and any credit union leader who works with members every hour of the day is simple: Serve your members, build great relationships with your members, and increase your members’ financial well-being. In the end, credit unions want their members to profit as a result of their relationships with them. Always be on the lookout for ways to be good news for your members, building their financial security one experience at a time. Behind-the-Scenes Leaders. While deposits and loans build the business base for our credit unions—accounting, human resources, card processing, IT and more keep the gears in motion. These leaders serve members with skills that ensure a seamless member experience. Accuracy, staff expertise and technology uptime are just a few ways that service to members extends beyond direct person-to-person transactions in a branch. Some might argue—with much success—that behind-the-scenes leadership is increasingly important in a mobile world where fewer members visit our branches. Executive Leaders. While everyday interactions with members are less common for vice presidents and C-level leaders, these people have great influence on how a credit union serves members. I recommend top leaders schedule time to visit branches and meet members. Often, some old-fashioned “lobby talk” can reinforce or clarify what management reports suggest. Also, meet with your front-facing and behind-the-scenes leaders and describe to them how their work benefits members and your credit union. It’s encouraging for them to understand that front-line and back-office operations are significant. Lastly, consider adding, “How does this affect our members?” to every meeting agenda. A few credit unions even arrange for an empty seat at every meeting representing “the member,” a reminder for executives as they plan for their credit union’s success. Our members own our credit unions; they are the investors in our enterprises. Regardless of our titles, the results of our jobs all flow to delivering economic value to members. “We all hold the title of member service representative,” says one credit union. As leaders, may we always remember and act upon the drivers of success for all of our credit unions: our members. Jeff Rendel, CSP, is president of Rising Above Enterprises. He works with credit unions that want entrepreneurial results in leadership, sales, and strategy. Each year, he addresses and facilitates for more than 100 credit unions and their business partners. Reach him at 951.340.3770. CUES School of Member Experience will be held Sept. 26-27 in Charleston, S.C.
