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Click Here to Prove You’re Not a Robot

If you have ever created an account online, paid a bill through a website, or have just been on the internet in general, you’ve more than likely had to click on that little captcha box that verifies that you are not a robot. If you’re reading this now, unless something SERIOUSLY crazy has happened from the time I’m writing this to the time you’re reading it, you’re not a robot. I know that. You know that. But does your branding and communication reflect that? I hate to break it to you, but it probably doesn’t. 

You’ve probably caught yourself at one point or another saying:

“We have the lowest rates in town! Oh, and we just upgraded our mobile app. Plus, we’ve been around for X number of years and our members love us. So why aren’t people more responsive to what we’re trying to do?  What can we do?”

It all comes down to one very scientific, very uncomplicated answer (and the best part is it costs ZERO dollars and ZERO time to put into action):

If you want a human response, do human things!

Quit being so robotic on social media:

Take a look at your credit union’s social media presence and the type of content that you’re sharing. Are you solely blasting out your products, services, and this month’s big promotion? If you are, then you’re missing out on the chance to be personal with your community and your membership. While social media is an easy way to share your credit union’s news and offerings with the masses, don’t miss out on the chance to showcase the individuals in your branches and in your community that are making an impact. It’s a feel-good moment for all involved and shows a little of your brand’s personality. It won’t be a wasted effort.

Don’t just take my word for it, here’s an example:

Recently, one of our newest social media clients recently shared a post of two of their employees who wore matching outfits one day. The post? Cute. The caption? Silly and uncomplicated. The engagement on that post? More than five times the amount of any other post that week. 

Quit being so robotic in your branches:

When people walk into your credit union, what is the first thing they see? Do they see smiling faces eager to help, or do they see people darting around and avoiding eye contact and just going through the motions? If they see the latter, it’s time to make a change. Encourage your staff, especially your front line, to take the extra step to talk and engage with each person they interact with. You’ll be surprised at the difference it can make!

Don’t just take my word for it, here’s an example: 

A few months ago, a client told us the story about how a man walked into one of their branches thinking it was the pizza shop next door. He walked out with an account because the staff was so welcoming. While I have a lot of questions as to how he confused the credit union with the pizza place, it’s still a true testament to the way an engaging welcome can lead to a great relationship.

The point in all of this is that a little bit of humanity can go a long way in the eyes of your membership. If you want a human reaction, do human things. Great rates are important, but I’ll argue that being personal is more important when it comes to member engagement and retention. If you find yourself or your team going through the motions, remind them that attentive listening and friendly engagements are the simple difference made with personal, human service. You’ll be surprised at the results you get.  

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Written By
Published
March 13, 2020
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