Customer Service

Thursday 11 January 2024

Quality customer service is more than being nice to customers. It is a set of behaviours demonstrated by the credit union and its staff and volunteers.

Quality service means

  • Making it easier for members to find and contact the credit union

 

From the credit union perspective good member service is important because:

  • It encourages existing customer loyalty.
  • A reputation for quality service will  attract new members
  • It saves money because fewer mistakes are made
  • It aids staff and volunteer retention as they prefer to work in a pleasant and stress free environment.
  • Letting members know what the credit union does and the products and services it offers
  • Providing a range of products that meet the needs of members and at a fair price
  • Making it easy for members to understand the products and services offered and how they meet their needs
  • Putting things right promptly when they go wrong
  • Making it easy for members to decide whether to stay with the credit union.

One piece of research had demonstrated that:

15% change providers because they found a better product

15% of customers change providers because they found a cheaper product

47% of customers change providers because of the poor service they received.

Some credit unions have employed initiatives that have greatly increased the quality of the service they provide by:

  • Providing opening hours that meets the needs of members
  • Providing access to some accounts and administration online
  • Setting up websites to provide information
  • Providing additional services to members beyond the ‘normal’ product range
  • The provision of current accounts
  • Access to cash via ATM
  • The use of up-to-date technology in branches
  • Dedicated ‘enquiry desks’ to cut down queues
  • Providing regular training to staff and volunteers

This is an example of standards and measures you can use when establishing a set of high-level standards for Customer Service. Each area can be sub-divided into standards as detailed below:

 

Satisfaction score out of 10
(where 10 = excellent)

Branch layout

  • Accessible for people with disabilities
  • Easily accessible for the general public
  • Meets health and safety standards
  • Is clean and tidy
  • Has up to date literature

 

Opening hours

  • Meets customer requirements
  • Has adequate resources to service customers
  • Visible for Customers to see

 

Meets Customer Expectations

  • Answer the phone in 3 rings
  • Maintain queues to < 5 waiting
  • Can actively listen and build rapport with customers
  • Can ask the right questions
  • Is genuinely interested in the customer
  • Treats the customer as an individual and understands their needs
  • Can handle dissatisfaction

 

Range of products

  • Provides value for money
  • Meets customer requirements
  • Are cost effective for the CU

 

Knowledge of staff

  • Knowledge of all CU products
  • Meet the 85% pass rate on product knowledge quiz
  • Are fully compliant with FSA regulations
  • Are fully compliant with Health and Safety standards
  •  Specific to area of expertise i.e. loans, counter

 

Payment facilities

  • Visibility and understanding of payments process
  • Can explain payment process to a customer
  • Understand banking process

 

Customer feedback

  • Undertakes telephone surveys
  • Undertakes mystery shopper exercise
  • Openly asks the customer what they think about the service
  • Have feedback sheets in the branch