CUToday.info Reader Question: We have made significant investments on the back end and data solutions, but I lack confidence in our human systems;...
Barb Lowman, SVP of Fiserv Account Processing Solutions.
Starting over with a new staff is obviously not the ideal solution, as onboarding and the learning curve will heavily impact member service and satisfaction. Your strongest opportunity to drive a deeper relationship is in leveraging your core processing solution, which should provide an intuitive, easy-to-navigate solution where data is displayed in a manner so your tellers can understand and utilize it to improve member engagement and drive cross sales.
A robust cross sales module will automatically qualify members for specific products, services, or bundled offerings, based on business rules and logic running n the background (that they don't even need to have knowledge of or understand). Your investment on the back-end in data solutions should enable your core processing system to mine data from a credit report and automatically run through those business rules and logic in the background to identify opportunities to refinance an existing loan a member has with a competitor, or position a product or service they don't currently utilize, making their relationship with the credit union more “sticky.” Strong cross-sales modules also provide key selling points and value propositions with speaking points to simplify the sales process for the teller, and boost their confidence.
In essence, you should focus your training efforts on polishing employees sales skills to create a true sales culture in rely on your investment in technology to automate the process of identifying key opportunities, eliminating the need for your employees to interpret the data to qualify an opportunity.