As we move into a post-pandemic environment, members live in a crowded digital marketplace. As a result, member expectations are higher, creating a new standard for digital touchpoints in their product purchase journey. Now more than ever, they want a convenient, simple and intuitive experience.<\/p>\n
But, as industry insiders know, lending, insurance, auto applications and claims may be confusing for members. So, how do we take on their changing needs?<\/p>\n
After observing some changes to the member journey, we found a couple factors that we took into consideration when building products and experiences for our members.<\/p>\n
First, we seek to understand the member journey at a deeper level. We know that the member journey often starts digitally but doesn\u2019t necessarily end digitally. Where there are multiple points of interaction, it gives us the opportunity to meet members on their preferred channel and provide them with relevant information that supports their decisions during their purchase journey.<\/p>\n
Second, we must improve their in-person experience, which must be highly personalized. Yes, we can leverage technology and streamline the early stages of the member experience, but the face-to-face experience also needs to be top-of-mind. There will continue to be times when your members want to connect with credit union staff, one-on-one. Some of those interactions might happen through a computer screen or over the phone, but at least in the near term, it\u2019s unlikely your members will want to rely entirely on a digital experience. It\u2019s critical for us to focus on digital first, but not digital only.<\/p>\n
By understanding the types of interactions members are having with our products throughout their purchase journey \u2013 both digitally and face-to-face \u2013 we are better equipped to evolve and simplify our product solutions to increase member satisfaction, adoption and awareness.<\/p>\n
A great example of this is our member claims experience. As member service expectations change, we look for ways to evolve our service model to continuously improve how we show up for our members. When a member is filing a claim, it may be a challenging or traumatic time in their life. They may be working through something that\u2019s emotionally or mentally difficult. We can make the digital experience simple and efficient, but only people can deliver empathy and care in times of stress and hardship. So, we take that into consideration to create the right balance between digital and human touchpoints for the member journey.<\/p>\n
![\"\"](\"http:\/\/www.ncultheaffiliate.com\/wp-content\/uploads\/2022\/05\/cmg.jpg\")
CUNA Mutual Group is the marketing name for CUNA Mutual Holding Company, a mutual insurance holding company, its subsidiaries and affiliates. Corporate headquarters are located at 5910 Mineral Point Road, Madison, WI 53705. CORP-5268461.1-1122-1224. \u00a9 CUNA Mutual Group. All Rights Reserved.<\/p>\n