MARLBOROUGH, Mass. (5/5/11)--The Credit Union National Association (CUNA) has partnered with Massachusetts Credit Union League to offer CUNA’s Creating Member Loyalty (CML) system to credit unions in Rhode Island, Massachusetts and New Hampshire. Currently used by more than 200 credit unions, CML uses service to drive sales. It initiates a change in both individual and organizational behavior to cultivate a sales culture that exceeds members’ expectations. Creating Member Loyalty is segmented into three competency areas:
* Sales Strategies--Staff learn how to uncover member needs, suggest the correct product or service and generate a commitment from the member to use the recommended solution. * Service Strategies--Employees learn specific behaviors to make the member feel valued and understand the credit union’s offerings. * Sales Leadership Strategies--Managers are trained transition their staff from an operations focus to a sales-management focus.
One of the options to deliver these programs is the “train-the-trainer” model, where one or two credit union employees learn to deliver the material to the rest of the staff. For those credit unions without an internal resource, CUNA has partnered with the league and has certified Bill Nagle, senior vice president of credit union training at the Massachusetts Credit Union League, to deliver end-user content directly at state credit unions.