CUNA World-Class Service Leadership eSchool (recorded)

CUNA World-Class Service Leadership eSchool (recorded)
09/08/2021 To 07/01/2022
Product Code:
  • $1,295.00
    CUNA Member Price
  • Non Member Price $2,590.00
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When you want to build a competitive advantage in service, observing how world-class organizations became leaders in their industry can provide you with fresh insights to make your member service stand out.

CUNA World-Class Service Leadership eSchool provides you with an experiential learning experience to get an inside look at the best practices of industry-leading companies inside and outside of the credit union space. During this unique eSchool, you'll have an opportunity to “go on a scavenger hunt” outside of the webinars on two separate occasions to experience top companies in the area and observe their culture and practices first-hand. Then, you'll bring back your notes and observations to engage in interactive discussions with your peers, where you'll come up with best practices that you can take back to your credit union.

By learning the strategies and tactics of some of today's service leaders, attendees can benchmark against well-run organizations to elevate their member service programs.

This program is endorsed by CUNA Operations & Member Experience Council

Who Should Attend

This eSchool is beneficial for senior management of operations and their team members interested in providing exemplary service to members at their credit union. It’s also beneficial for those whose “customer” is internal credit union employees like IT & marketing teams. CEOs, board members and other leaders are also important to help implement new service & experience standards.


Defining World-Class Service
Speaker: Mark Lynch

We’ll start by laying the groundwork toward creating a world-class service culture at your credit union and building on this foundation throughout the eSchool. During this session, you’ll:

  • Define what’s meant by a world-class service culture
  • Investigate how your mission, vision, values & service standards can support and define culture
  • Understand how to move the needle toward creating the culture you want
  • Make some tough decisions regarding what to keep and what to toss to achieve your goals

Elevate Your Service Experience
Speaker: Mark Lynch

In the credit union service world, we can create loyal members by delivering memorable experiences and extraordinary moments that are unforgettable. In this session, we’ll begin the process of defining how we can elevate our member experience. Through this session, you’ll:

  • Understand who truly is your “customer”
  • Define who at the credit union owns the member experience
  • Learn how to move from a good transaction to a memorable interaction
  • Discover how process improvement plays a role in the member experience
  • Learn & prepare for the Service Scavenger Hunt

Service Scavenger Hunt Debrief
Speaker: Mark Lynch and Jayne Hitman

This is your chance to investigate methods for applying lessons from some of the top service providers in the country to your day-to-day operations in the credit union. During this session, you’ll:

  • Define what’s meant by a world-class service culture now that you’ve experienced it firsthand
  • Understand the importance of breaking down barriers to service for your staff
  • Learn how to hone your senses to instantly recognize both effective and ineffective service
  • Further develop your skills in service journey mapping

Member Service vs. Member Experience
Speaker: Mark Lynch and Jayne Hitman

You will engage in an experiential learning exercise that will open your eyes to just how different member service is from member experience. In this session, you’ll explore:

  • What does it take to create an experience?
  • Do you have the right hiring criteria defined to create an experience for your members?
  • How can someone get hired at a place with an exceptional cast of characters & exceptional culture?

Member Service vs. Member Experience Debrief
Speaker: Mark Lynch and Jayne Hitman

Together we will share the impact of what we encountered, how it made us feel and how that applies to the member experience at our credit union.

  • Adapting best practices in member experiences to your credit union
  • Creating small wows that turn into a bigger experience
  • Transforming your branches into service experiences

Creating Experiences at Your Credit Union
Speaker: Mark Lynch

It’s easy to observe great service. During this session, we’ll do the hard work of translating service experiences from world-class retail and online stores to the member experience and employee experience at your credit union.

Coaching to Service
Speaker: Jayne Hitman

Everyone knows how to coach to numbers and goals, even if we don’t actually do it. During this time, we will investigate the “what” and the “how” in coaching to service excellence and performance. You will have an “ah ha” moment when you discover just how easy and effective coaching to service can be. In this session, you’ll:

  • Learn how to set service goals
  • Experience coaching to the service goals
  • Understand the importance of coaching conversations

Coaching to the Member Experience
Speaker: Mark Lynch

The critical role of asking good questions is amplified in a coaching conversation. During this session, you’ll learn how to ask better questions to get at the heart of the coaching matter while keeping your staff focused on maintaining responsibility for their own actions. In this session, you’ll learn:

  • How to ask the right coaching questions to motivate and engage your staff
  • The importance of pressing for specifics to achieve higher levels of service
  • The role giving and accepting feedback plays in achieving higher levels of service

Creating Your Plan
Speaker: Mark Lynch and Jayne Hitman

This session is the critical piece of the puzzle where you’ll bring together all of the elements of what you’ve learned to truly shift to a world-class service culture in your credit union. You’ll:

  • Create a roadmap for elevating your service culture
  • Develop a personalized service implementation plan
  • Set milestones to stay on track with achieving your goals

Recorded eSchool length: 12 hours

This eSchool is available to CUNA Training Bundle users at no additional cost.

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