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The Process

Three components designed to transform your culture

CUNA Creating Member Loyalty™ is segmented into three competency areas: Sales Strategies, Sales Leadership and Service Strategies. Each competency area consists of multiple programs, containing a process overview, video model and hands-on skill practice exercises. The flexibility of this process enables you to tailor it to your specific needs and allows your staff to put their new skills into practice immediately.

  • Sales Strategies – Your staff can 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 – A comprehensive program that will impact your entire organization. Your staff will learn specific behaviors to make the member feel valued and understand the credit union’s offerings. Staff will also learn how to turn a complaint into an opportunity and take personal responsibility for the success of the credit union.
  • Sales Leadership Strategies – Training to help managers transition their staff from an operations focus to a sales management focus. Includes training on specific tools – such as action plans – and coaching techniques.

Additional components allow you to build on the core skill sets:

  • Product Knowledge – The Product Knowledge Program is an unbranded CUNA product which credit unions download and personalize with their own product details. Once created, the program helps you develop your staff’s ability to communicate the value of the products and services in a clear, consistent manner.
  • Consulting & On-Site Implementation Services – Our team of consultants are available to provide on-going support for your credit union — before, during and after your training. Services include organizational analysis for support of sales/service culture, implementation planning, key stakeholders meeting facilitation and much more.
  • Trainer Certification – Your trainers attend a 5-day certification session for an in-depth understanding of the program content and skills. They also practice and receive coaching on facilitation skills necessary to deliver these programs successfully.
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