“Omnichannel isn’t just about having a variety of ways to contact your business. It’s about providing a seamless experience regardless of the chosen contact method so that no loss of information or functionality occurs.” — Steve Pappas, SVP of Panviva’s North American Operations
The digital information hurdle isn’t an easy one to clear for credit unions. Just a decade ago, conveniences like online banking and paperless statements were barely on anyone’s radar. Digital deposits and banking apps weren’t yet in existence. Technology has made these and other advancements possible, including how you connect with your members — and the expectations your members have of their credit unions are getting higher every day.
Omnichannel is challenging. How can it be simplified?
When you think of an omnichannel experience, retailers, insurance agencies, healthcare providers, and even fast food companies probably come to mind. Achieving this “omnichannel” experience is no easy feat, especially considering how quickly technology is changing. But credit unions can enjoy the benefits, too by adopting this multi-faceted approach to connecting with and servicing members.
A successful adoption of omnichannel technology requires you to first examine the entire customer journey. Start by asking yourself these five simple questions about your member interactions:
- When a member calls, how long are they placed on hold?
- How many times are their calls transferred to someone else?
- If they walk into a branch office, are they serviced consistently every time?
- How they can find answers to their questions after hours and do the answers match across all channels?
- Does your branding and messaging online match what they see in your offices?
From what your staff members say during interactions to the processes they follow to serve your members, consistency is key in delivering the right experience. Find the gaps, then consider how you can fill each one to achieve your organizational goals.
“Omnichannel isn’t just about having a variety of ways to contact your business. It’s about providing a seamless experience regardless of the chosen contact method so that no loss of information or functionality occurs,” notes Steven Pappas, Panviva’s SVP of North American Operations. “Whether a customer calls a branch office or call center, uses live chat, sends an email, or walks into your office, your member service agents should be able to handle their needs quickly and accurately.”
Once you start diving into every touchpoint your customer experiences, you’re better positioned to eliminate the digital stumbling blocks of a full omnichannel experience.
“Not only do your members want this, they also expect it,” adds Pappas.