While many credit unions have experienced the cost savings that come with having digital-only members, CUs are simultaneously sabotaging those perks by neglecting to treat these members with the care that an in-branch member would receive. This lack of personal attention is leaving new members less satisfied and therefore more likely to take their money elsewhere. Just because they are interacting with your branch in a different way, does not mean you should sacrifice the credit union difference.

Member onboarding is the process of teaching new members what tools and services are available to them now that they are part of the credit union. Could that be executed in a one-and-done printed booklet you could just hand them? Probably. But, an effective onboarding program does a lot more than just share some information. It allows the credit union and the member to develop channels of communication and a relationship that is more than just business to customer. Here we discuss four best practices that can help do just that.

While it's no secret that member onboarding is a critical stage in credit union membership, how to do so effectively is a far lesser known. Here we outline five tried and true keys to a successful member onboarding process.

The early days of a relationship, affectionately called the honeymoon period, are full of excitement and new experiences, along with a constant exchange of nonverbal cues that we use to assess how it's going and whether we think we want to spend more time with this person. But what if you met this person online? Or you started dating and one of you moved away? All traditions are out the window while you navigate a new plan. Does it mean romance is no longer required? No! You pivot the process and find new ways to connect. Your digital member onboarding is a lot like a long-distance relationship. You know exactly what steps to follow to onboard new members in-branch, but what about your ever growing remote memberships? If you want these relationships to last, you better start planning how to woo them or they will be over as quickly as they started. Here are five keys to building a digital member onboarding program that solidifies a lasting engagement between member and credit union.

Picture this: A man walks into a Gap store and his eyes are immediately scanned to identify him. The hologram in front of him then greets him by name and asks if he enjoyed the tank tops he recently purchased. If this sounds familiar, then you're most likely remembering this scene from the movie, Minority Report (which is based in the year 2054). When the movie came out in 2002, that scene seemed wildly futuristic, but in 2020, it feels like that encounter is just around the corner--a frictionless experience with the goal of every interaction being tailored to the user without any extra effort on their behalf. So where does the credit union user experience stand in relation to those futuristic portrayals? Some credit union onboarding services that once seemed space-aged are already available, while some are still on the someday list.

First impressions are important. They stick with you. You base all future interactions in contrast to that first one. It's said that a first impression is based 93% on what we experience and only 7% on the actual words we hear, so that experience is critical. After you sign on a new member, your courtship isn't over. Member onboarding is part of that first impression. It's not just about your marketing to sell them on your products. It's an opportunity to set expectations, to educate on how to use the tools you've provided them to manage their accounts, find the information they need, apply for loans, etc. This is your opportunity to prove that they've made the right choice by choosing your credit union. Both your intentional and unintentional efforts will be folded into this impression, so developing, and executing, a thorough onboarding strategy is a smart play.

We are in uncharted territory as a result of the COVID-19 spread in the US. Depending on the state, your credit union is likely modifying normal daily operations to allow for safe social distancing, or in states like New York and California, closing branches completely for the foreseeable future. But, in this time of financial uncertainty, many Americans will be looking to their financial institutions for guidance and options. We know that a key piece of a long-term member/CU relationship lies in the first few months, so it's important that we adapt and show new members we are there for them now and in the future. How can we do this without those in-person interactions we rely on? We rely on our technology and our people.

In a previous blog, we discussed the importance of reducing friction in the onboarding process. One good way to do so is through integration to a robust onboarding solution that manages the process for members as well as credit union staff. Leveraging your core system's Application Program Interfaces (APIs) can provide a myriad of benefits that lead to increased efficiency and convenience, and ultimately reduce costs and boost revenue for your credit union. Here’s how APIs have become a popular tool in improving the member onboarding processes.