Here at FORUM, we are in the process of implementing a new interaction solution with Adapt and Interactive Intelligence. We are internally calling it an interaction solution as it is much more than just a phone system. This solution truly impacts how we interact with our members via multiple delivery channels such as phone, chat, email, audio response, etc… At one of our first meetings with key stakeholders we talked about what the ultimate delivery solution would look like and we tried to steer clear of ideas like call queues and phone trees. One way to begin looking through a different lens at such a solution is to look outside the financial service sector for ideas. What interactions do you like as a consumer and how can such experiences translate in to what we are trying to build? Here are just three of many that we came up with:
- Have you filled a prescription at CVS or Walgreens using their automated phone line to order the prescription and let the pharmacy know when you would like to pick it up? Translation: what if you could call or email the credit union and tell the credit union that you would like a call at 3:00pm today to talk about investment options. You don’t have to wait and the credit union can be sure to get you the right person to talk to enable fanatical service.
- Are you a Best Buy Rewards Zone customer? if you are, you probably get exclusive invitations to come to the store to shop after they are closed. The store is less crowded and they usually have promotional events going on to make it even more enticing. Translation: What if the credit union offered a rewards zone for a defined group of members and they could call the credit union after hours for outstanding service? If you did this for your multiple service households they just might wait to call in during these special events to receive this above and beyond service as they would know the credit union would have the experts on hand to answer any of their questions during this special event.
- Dollar Rent-A-Car has a service for frequent renters called the FastLane. You set up your profile online for items such as what insurance coverage you want, what type of auto you prefer, and if you want to bring it back empty or pre-pay the fuel. Then when you rent from them you skip the lines and go straight to your car. Translation: What if you allowed your members the opportunity to set up a profile at the credit union and then this profile helped direct the call to the right credit union employee. For instance my profile might be I prefer to speak to someone in English, I am primarily a saver, and I usually call with questions about certificates of deposit. Another profile might be I prefer to speak to someone in Spanish, I am primarily a borrower, and I usually call about home equity questions. We use a profile concept on our ATMs where you can set your language preference and even your Fast Cash amount to make cash withdrawals lightening quick.
Let us know if you think any of these have potential or if you have any ideas that might help us.
Chris on April 30th, 2008 at 08:23 PM
Doug,
Your comment about e-mailing your credit union made me think about the Your Life information on the FORUM Credit Union website. What if there was an area on your website or within on-line banking that pertained to life changing events. For example, if a credit union member experiences the birth of a child, marriage, divorce, loss, etc., they could click on a link to tell what they have experienced and then someone from the credit union would be notified and would call the member to assist them with their situation. If you could provide incredible service to put the members mind at ease during a major life changing event, you would create a member for life.
Doug on May 1st, 2008 at 12:20 AM
Chris… Thanks for the comment and the suggestion. I think this is a brilliant idea and it is something we have been talking about at FORUM. The Your Life section is just a start to what we would like to do with the site involving life stages. I am going to ask Andy, our strategy and marketing guru at FORUM, to add a comment here about his vision for where we want to take it. Do you have any suggestions on how we could get the information out to our members who may be in a specific life stage besides just a static web page? We really want to try and build some communities around such life events so it is just not advice from the credit union to the member, but also perhaps from member to member. We want the communities to be genuine and relevant so it has to be more than just building a blog. We are open to suggestions and ideas.
Andy on May 1st, 2008 at 11:34 PM
Doug & Chris,
Great ideas and you have both touched on our end goal that we are building with the website. We are attemtping to rework the website to be focused on what our members are doing…their life events. For example, we hope to build the ability for members to do exactly what Chris mentioned in that a member would select a life event. Then, they would be taken to an area with resources about that life event (life kits, online video information, contact information, user generated content, user ratings and perhaps even a life event blog). We would also hope to get the member to sign up for informational emails on their specific life event(s).
We would also include the ability to contact the CU for help. We would offer chat, email or phone service depending upon how the member would want to initiate the conversation. In our vision, the contact folks would be our management teams at our Member Centers. This would allow us to provide that high touch service if needed or keep it all high tech if that is what the member needs. This establishment of a relationship is an important aspect what we want to accomplish. Helping members is what we feel is the primary mission of being a locally owned financial institution. Sometimes that help will not be connected at all with something that is one of our products or services.
Always enjoy the opportunity to talk about where we are going and get new ideas on how we can exceed our vision.