Keep it Simple, Stupid: A Dwight Schrute Look at Member Services

We should start by saying that one, you should never call members stupid, and two, you should always keep things simple. When members are looking to make life changing purchases, simplicity will matter when it comes to finding the best loan or credit union to partner with. Buying a home or car can cause stress for members because of the multiple hoops they must jump through. When it comes to member education on your credit union member services, be sure the information you provide is clear and to the point.

4 Ways to Simplify Member Services

1. Eliminate all Misconceptions

The first step to simple education for members is to eliminate all previous misconceptions members may have about credit unions. Be sure that members understand all the capabilities your credit union has and what services set your institution apart from the rest.

Some members may come to your CU for one purpose and never investigate the other offerings you have. When onboarding members, be sure to clearly highlight the products you offer, including mortgages, auto loans and any mobile/online services your CU provides.

2. Loan Education

Put yourself in members' shoes when you’re thinking about how to educate them about loan offerings. Know your audience and understand that some members may be applying for loans for the first time or are unfamiliar with the steps they must take. Create a step-by-step brochure, poster, or infographic that members can easily refer to. Key points to include are:

• Starting Point: Where they should begin the loan application process.
  
• Background Research: What research or knowledge they need to acquire before proceeding.
  
• Step-by-Step Guide: Detailed instructions for each stage of the loan process.
  

Establish your CU as a thought leader by creating an educational piece that can be used by both new and experienced members.

3. Technology

When it comes to technology, it's important to understand that members expect simplicity. Ensure that all applications and website forms are tailored with the member in mind.

Members prefer easy access to information without cumbersome tools or complicated logins. Keep the technology safe, secure, and user-friendly. Incorporating e-signatures and other electronic features can greatly simplify processes.

4. Consistency

Consistency is key for simplifying the member experience. Every interaction a member has with your credit union should reflect a unified brand voice and consistent delivery. When a member receives conflicting information from different Member Service Representatives (MSRs), it can lead to...

• Confusion
• Frustration
• A breakdown of trust

To maintain simplicity, ensure that all MSRs are well-informed about your member services and are aligned with your credit union's mission.

Related Article: 5 Real Ways to Rock Your Credit Union Member Experiences

Simplify Your Member Services with FLEX Technology

Your credit union doesn’t need to be as blunt as Dwight Schrute, but you can definitely practice his simplicity approach. Offer exceptional services to your members, and keep it clear and simple.