Trackers as Member Relationship Management
CU*BASE Trackers are a Member Relationship Management tool, and you as a CEO, should be using them. While the product began with Collections trackers, three additional Trackers form the full cycle Member Relationship Management tool. Tracker is the ultimate partnership combining automated event tracking with the manual interaction of your staff. This creates an environment of ‘cause and effect’ where CU*BASE assures your staff is on task with peak performance in navigating member relationships from sales, to collections, to auditing. Use Trackers to build a strong and enduring system of response to any member inquiry.
Member Relationship Management says: I called, I promised, I followed up, I informed, I verified, I checked, I sold, I practiced superior customer service, I know my customers and they know me.
Your credit union has successfully completed a new membership drive, adding several new members in the process. Through a series of new membership tasks, CU*BASE has created opportunities from which you have planned to make contacts and take action. Trackers open a wide door of prospective sales for existing members too.
Where can you go to generate sales leads for your staff?
When members come to your credit union in person, this is the time for tellers to offer products and services. As Online banking becomes the branch of choice, your staff must use every opportunity to get to know the needs of each member and offer products and services that fit those needs. CU*BASE lists the products and services to offer a member, and trackers store previous conversations between the member and credit union employees.
Where can you provide your staff with words to say when selling a product or service?
Members are almost always pre-approved for a product or service when they visit your lobby or are on the phone. Do your tellers or MSRs know how to sell to these members? You can help them develop confidence in their sales technique and dialog by creating scripts to coach them along. Have you created a script? Do all members of your staff know how to display it?
Where can you find all the follow-up assignments for your staff?
While your staff is making contact with members, they are promising to follow-up within a certain number of days. They record the date in CU*BASE as a reminder. Are they on track with their promises? You can see the list and determine if they are ahead of the game or on time.
Where will you look for all the calls that resulted in Sold, Approved, Call Back, Not Interested?
Each member contact is tagged with a memo code that indicates the result of a call and the next action to take. You may notice a long list of members with the memo code of 'Contact Member'. You can go one step further and find out if these members were contacted, and when.
Wrapping it all up
Trackers cover a lot of ground. As CEO are you getting the highest value from this Member Relationship Management tool? With Trackers these are only a few of the questions you can answer.
What are the next steps to carry you through the process of forging a strong relationship with your members from day one? What will you do to find the members who qualify for these products? How will you guarantee each new member is contacted about the specific product for which they are pre-approved? Two weeks from now, how will you know which of your employees acted on opportunity to welcome these new members into the credit union? Where will you find the outcome of the initial contact? Were products sold as a result of contacts? Are additional cross sales pending today? Are there outstanding calls yet to be made? If your staff promised a follow-up phone call, how do you know if the member was contacted within that timeframe?
What else can you learn? Get into CU*BASE Tracker Systems and find out!
