We often hear the question, “What can we do to create more loyal members?”
This is a tough question (and basically the reason for the existence of our company). When faced with a tough question, I find that it’s helpful to create a picture or tell a story to better define the problem I’m trying to solve. In this case, I ask myself “If we want to create more loyal members than what would they look like? What does a loyal member look like?” Of course, the first thing that pops in my head are images of members that look something like the late-great Bea Arthur or the currently great Ed Asner. Then realizing that I’m being terribly ageist, decide that loyal members are not defined by their demographics…but by their experiences.
So, real member stories might help me better answer this question. Today, I stumbled upon Educators Credit Union’s Facebook page and read an amazing story of member loyalty:
To Connie, and All of the Employees of Educators Credit Union, specifically the members of the Loans Dept and Member Services,
I am currently a US Army Engineer Sergeant deployed to the Philippines; however, when I began my journey with Educators Credit Union, I was a skinny 17 year old trying to go to college. Admittedly, I am by nature not good with money. Some of us in society, no matter our intentions, always have trouble walking the straight and narrow.
When I started college at age 17, my first banking experience was with Wells Fargo. It consisted of overdrawn accounts, bouncing checks, and denied credit applications. That year contained some hard lessons for me, and brought me back home to Union Grove, Wisconsin where I decided to go to Carroll College. It was a few weeks before school started when I found out that my actions freshman year basically took me out of the running for financial aid.
That is when I came to ECU. My father was sitting next to me, nervous as I’ve ever seen him, trying his best to get his son into college. Educators pulled up my credit history, sat with me and my father and listened while I explained each entry. In the end, I received a loan without even needing my father for a cosigner. My credit was not a mathematical product of numbers, but a product of character. It was very much like having an extended member of the family forgive my past, and trust me when I said I was going to do better. And better I did.
From then on I was no saint by any means. It has been almost 6 years since the day I joined the ECU family. From when I joined to when I left college my GPA doubled. Since joining the service I have progressed to the rank of Staff Sergeant, earned the Green Beret, and plan on serving my country not only as a soldier, but as a teacher once I get out. During that time I have had rough times, bought cars, a motorcycle, made late payments, missed payments, and had to bank from Iraq, Philippines, Nepal, Thailand, and Canada.
Through everything, when I called ECU, it was not just a bank I was calling, it was calling home. Someone was always there IN PERSON to tell me what the situation was, believe me when I said that I needed help or wanted to fix it, and listen when I said I needed financial advice.
Maybe I am just an inexperienced banker. A 23 year old who has a lot to learn. Maybe every Credit Union is like this, or maybe I am just lucky. It doesn’t really matter. Just like Connie was to me today, Educators Credit Union has always been there for me with sound financial support, and a friendly neighbor on the other end of the line to wish me a Happy Holidays, and thank me for being a customer.
So Thank You Educators Credit Union. And may you have a wonderful Holiday Season!!
Craig M.
Reading this amazing story makes it clear what the credit union did in order to earn his loyalty. Educators:
- Treated him with respect and understanding.
- Offered advice and guidance any time he needed it.
- Helped him out in a time of need.
- Were friendly and treated him like a loved member of their family.
- AND…drumroll…they did all of this consistently throughout many different interactions.
This may not be the key to developing a loyal relationship with EVERY member, but it sure sounds like a great place to start. What stories do your loyal members tell about your credit union?
PS – REAL Solutions has some amazing member stories posted here and here.
