1. Increasing Member Dividends and Value Added
Caribbean Confederation of Credit Unions

2. Picture This
Caribbean Confederation of Credit Unions

3. What is the one unique thing that your Credit Union has to offer????
The Philosophy
What is the one unique thing that your Credit Union has to offer????
Caribbean Confederation of Credit Unions

4. Service People
“Service people are the most important people in the organization. Without them, there is no product, no sale and no profit. Indeed, they are the product.”
J.W. Marriott, Jr.
Chairman
Marriott Corporation
Caribbean Confederation of Credit Unions

5. Selling in a Service Environment
Selling = Service
Service = Selling
Caribbean Confederation of Credit Unions

6. The Philosophy
Successful creation of an effective service environment requires the total integration of a service attitude (values and vision).
Values / Vision
STRATEGIC PLAN
Asset / liability mgt
Marketing
Training
People / systems
Reporting
Caribbean Confederation of Credit Unions

7. The Philosophy
A successful service quality program enhances the credit union’s ability to focus on two critical areas:
Member attraction
Member retention
Caribbean Confederation of Credit Unions

8. The Philosophy We will NOT oversell to the membership
We will NOT become a bank
Caribbean Confederation of Credit Unions

9. The Philosophy
We will look at individual member needs versus “the flavor of the month”
We will become “financial consultants / advisors” to our membership
Caribbean Confederation of Credit Unions

10. What Is the Underlying Message of a Service Environment?
S A L E S = ??
Caribbean Confederation of Credit Unions

11. What Quality Service Is NOT:
Caribbean Confederation of Credit Unions

12. What Quality Service IS:
Caribbean Confederation of Credit Unions

13. How Does Your Credit Union Define Service?
What is your mission statement?
Caribbean Confederation of Credit Unions

14. How Do YOU Define Quality Service?
How does your branch / department / area contribute to leaving the member with an UNMATCHED service experience?
What is YOUR role in the big picture?
What are YOUR service priorities?
Caribbean Confederation of Credit Unions

15. How Do CU Members Define Service?
Caribbean Confederation of Credit Unions

16. Ten Dimensions of Perceived Quality Service for Financial Institutions
Error-free “banking”
Expertise / knowledge of employees
Dependable, consistent follow-through
Trust and confidence generated by service
Staff commitment to meeting member needs
Cheerfulness of staff
Staff concern for members
Staff initiative in being helpful
Professional employee appearance / behavior
Appearance of facilities / equipment
Caribbean Confederation of Credit Unions

17. Preparing to Serve
What is the first priority in “member service” work? What is the most important thing we must do?
If the members do not like you, do you think they will like your service?
Are problems easier to solve when you are on good terms with the member?
What happens when the relationship with the member does not go well?
Caribbean Confederation of Credit Unions

18. Preparing to Serve (Attitude is Everything!)
Take the initiative
Make the opening move
Shape the member’s attitudes and behaviors in the desired direction
Be proactive, not reactive
Caribbean Confederation of Credit Unions

19. Preparing to Serve (Attitude is Everything!)
What are the benefits of having a positive attitude?
Is a positive attitude a perceived quality? How?
Caribbean Confederation of Credit Unions

20. Preparing to Serve (Attitude is Everything!)
It doesn’t matter how the member was when he/she came in.
What matters is how they feel when they leave!
We want members to leave feeling good
Caribbean Confederation of Credit Unions

21. Make the Member Feel Special
Personalized attention
TLC
Seek to understand
Be helpful; get results
Caribbean Confederation of Credit Unions

22. Fine Tune Your Attitude
What do you do naturally well?
What are your personal strengths or talents?
What comes naturally for you? What is your “magic touch?”
What can you do differently?
What are your goals for improvement?
Caribbean Confederation of Credit Unions

23. Professional Image Why is image so important?
How many chances do you get to make a first impression?
Ten decisions a person makes about you within the first ten seconds
Ten decisions a person makes about the credit union within the first ten seconds
Which of these impressions is made primarily through nonverbal communication?
How do stereotypes affect first impressions?
Caribbean Confederation of Credit Unions

24. Active Listening Clarify Reflect feelings Summarize Paraphrase
Gather accurate information
Reflect feelings
Reflect to the speaker, the feelings expressed
Summarize
Sum up main ideas and feelings
Paraphrase
Restate the speaker’s meaning in your own words
Caribbean Confederation of Credit Unions

25. Listening Attitudes Ignoring Pretend listening Selective listening
Attentive listening
Empathic listening
Caribbean Confederation of Credit Unions

26. Value-Added Service
Caribbean Confederation of Credit Unions

27. Value-Added Service
Caribbean Confederation of Credit Unions

28. How to Create a Service Fan Club Delivering Value-Added Service
DECIDE what YOU want to create. See the vision of perfection centered on the member.
DISCOVER what the member wants. Ask good questions. Is there one thing we could have done differently?
DELIVER “plus 1%” consistently! Consistency is the KEY to delivering value-added service.
DESIRE perfection.
DESIGN a “personal signature.”
Caribbean Confederation of Credit Unions