Quick, what would you say you do? If one of the first few words out of your mouth is “marketing”, you likely need to quit your job in 2018 — and immediately start your new career as “VP of Member Experience”. Or maybe even “Chief Experience Officer” (CXO).
The title “Experience Officer” may be new, but this isn’t really a new idea. The best CU marketers have never paid much attention to org charts – they understand that everything members touch and see and touch and hear and know and feel about their credit union is their responsibility. Everything has to work together.
There are several ways credit union marketers can start taking greater ownership of the entire member experience and upgrade their job descriptions.
Don’t just chase numbers – understand the human side of numbers
Leverage your website analytics, your email list, Facebook, your data systems and all the rest to get a good picture of who your members are and what they need. At the same time, don’t get so focused on metrics and measurement that you forget about the human, emotional side of things. Who needs and appreciates your credit union the most?
Get in the driver’s seat of product innovation
Your job isn’t just to sell the same old checking accounts – get directly and deeply involved in learning what members want and need and what it takes to bring it to them. What’s an utterly unique way to surprise and delight your members?
Stick your nose into tech
There’s so much CU tech out there it’s easy to get lost chasing shiny new toys. What’s the right mix of high tech and high touch for your members? If you’re switching providers or adding capabilities, the member experience is one of the most important criteria. Everything needs to work together to create a smooth, consistent, engaging process – don’t let these decisions become purely financial or feature-driven.
Invite yourself to the table
Sure, Board and Rate Committee meetings aren’t incredibly exciting, but strategy, pricing and policy are crucial the the member experience. You need to be there as the voice of your members and your brand in all its forms – designing new products, managing the web site, training new employees on the CU’s culture and brand, and contributing to strategic decisions.
Develop lasting relationships with your best marketing, tech, and web vendors and consultants. Of course you can just plain get a lot more done with some outside help, but sometimes a vendor’s wider background, creativity, and perspective can be very valuable to developing strategy and untangling tough problems.
Changes like breaking out of your marketing silo aren’t easy, and could even ruffle some feathers. Help other departments get out of their silos, too. At every step, focus on the “big picture” items everyone can agree on – growth, incredible member service, and fulfilling long-term strategic goals.