Without tangible benchmarks, it’s impossible to evaluate the success of a training program. CUNA Creating Member Loyalty™ was created to generate specific, measurable results so that you can see the positive effects on your bottom line.
CUNA Creating Member Loyalty Credit Union Case Studies
Redefining "Sales" Sets Randolph-Brooks Federal Credit Union on Path to Success
The credit union embarked upon the
journey to develop and enhance its sales and service culture to support
the organization's mission statement: "To improve our members' economic
well-being and quality of life." Read the full case study.
“Through CUNA Creating Member Loyalty™ (CML) we’ve blown away our lending goals by incorporating specific strategies to ensure our members are getting what they need, NOT what we want to sell. By doing things “the CML way,” we guarantee that our members are protected in an unprecedented way. We’re proactive in satisfying both their perceived and unperceived needs in a way that’s comfortable and effective.”
- Ken Kelly, Training & Development Manager, Red Canoe Credit Union
“The results from CUNA Creating Member Loyalty™ (CML) are amazing and we still hear great success stories from employees after 2 years with the program. Our service was good before, but we are now seeing what great service really looks like. Even employees comment on how they now understand the difference between good and great service when they are conducting business in the community. CML was one of the best decisions we have made and has changed how we now give service.”
- Stacy Maatman, AVP of Service, Warren Federal Credit Union
“As a result of implementing CUNA Creating Member Loyalty™ (CML), our credit union became a unified team moving in the same direction towards the same goal with the same approach. We saw significant improvements in our cross sales and productivity and staff were more confident in building relationships with members rather than just being order takers. That doesn’t mean we switched 100% of our staff at time of implementation. This is a culture change. You will see small results right up front, but the significantly measurable results keep happening month after month, year after year. The investment is well worth it. Your return will be seen in bottom
line dollars, but the greatest return will always be the confidence it gives your staff in their interactions with members. You are never too small and you can’t afford to be too busy. You need a strong sales culture and confident sales staff to survive in today’s financial world. But it isn’t all about sales, building relationships is the foundation and CUNA Creating Member Loyalty™ instills that in your credit union.”
- Maureen Bryan, Chief Operations Officer, Parkside Federal Credit Union
“As a result of implementing CUNA Creating Member Loyalty™ (CML) at our credit union, we were able to complement and enhance current skills, awaken forgotten skills and add new skills for member service by helping employees put the right skills in the right sequence to create a WOW member experience. This also helped add consistency on how we interact with our members. If implemented correctly, the program can take your credit union’s performance to the next level."
- Minh McKenzie, VP of Sales & Service, Community First Credit Union
“CUNA Creating Member Loyalty™ (CML) has done exactly what it states – help create member loyalty! CML has given us the tools to assist our staff in doing something we take such pride in within the credit union movement – exceptional service! We’ve seen success in cross sell numbers, but more importantly by the confidence employees have assisting members with their goals and financial needs. Our members find value in the relationships they have with all of our staff and expect nothing less.”
- Angie Piddle, Training Coordinator, SouthPoint Federal Credit Union