2 minutes
Investing in member relations boosts loyalty."
Sometimes in today’s high-tech world, it still takes an old-fashioned approach to get the job done. When the economy took a downturn in 2008, CUES recognized the opportunity to increase its support to members as they navigated the new and exceptionally challenging business environment. A regionally structured member relations team was put in place to listen to members, uncover their needs and do something about them. “We get a lot of satisfaction in finding out what keeps our members up at night and then offering solutions that ease their worries,” says Dawn Poker, CUDE, CUES' SVP/chief sales and member relations officer.
The new Mergers & Acquisitions Institute is one example. Member relations reps on the ground at conferences, league meetings and credit unions discerned a need for more in-depth knowledge of growth opportunities. Turning feedback into action led to this compelling new offering, developed in conjunction with the University of Chicago Booth School of Business. Leiha Fid Leiha Fiddler, CUES' VP/sales and member relations-Canada, makes sure Canadian credit unions also reap the benefits of CUES’ personalized service. “My goal is for members to say, ‘CUES didn’t just ask me a question, they took my feedback and did something with it,’” she says.
One of Fiddler’s first accomplishments after joining CUES in 2014 was taking member credit unions’ feedback into account as she developed a new, customized communications strategy for the Canadian market. She has implemented a Canadian-specific e-newsletter, CUES Canadian Corner, with tremendous readership and click-through response. Feedback continues to roll in from CUES members across the globe on one universal theme: the challenge of talent development.
Poker elaborates, “It’s our experience that employers are better able to recruit and retain talent by providing growth and training opportunities. That is right in CUES’ wheelhouse. We frequently engage with credit unions on career planning for their up-and-coming performers, as well as leadership development in the executive suite.”
CUES’ investment in member relations generates a return many times over in terms of improved trust and loyalty. “Let’s face it, there are many professional development choices for people, both inside and outside the credit union system,” says Poker. “Having people in place for face-to-face contact, to listen, to respond, to be appreciative—that separates CUES from the others.” Credit unions also look to build great relationships with those these serve.
Learn more about how to do this well by attending CUES' School of Member Experience.
