There was a recent article in the CUNA Magazine about the most important technology for credit unions today. Know what the answer was? Not PCs, online tools, or email. The most important technology today as it has been for many years was the phone and the phone system. Members regardless of the age still want and use the oldest technology in use by any company – the phone. Today we have sophisticated phone systems, automated menus, skill based routing and much more. Unfortunately our members and consumers in general absolutely hate this. They want simple choices and the chance to talk to someone…and for the younger members that is exactly how it happens using online channels.
What if we used our phone system differently? What if we simplified just like we do with online chat or email. Call in and press 1 to solve a problem with your account or answer a question, press 2 to apply for a loan and press 3 to open a new account. From there, employees hand the member off to the appropriate person if needed. What if we used our phone system to deliver the “knock your socks off” personal service that we can’t give to most members anymore because they don’t visit our branches?
This would be a new use for credit union phone systems – making the phone call the personal touch service but using the oldest and most important technology our credit unions can utilize – the phone.
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