It is increasingly hard to call an organization which serves retail customers without first navigating a series of AI driven questions about your needs.
Sometimes these automated phone trees work well; but many times people call because of a specific need that does not easily fall in one of the menu of options.
Many credit unions believe personal service is their ultimate advantage. Several credit unions share stories they send staff to illustrate the organization’s culture they believe to be their competitive difference. Here is an example from June.
The CEO: A long-time member took the time to call me to rave about Monica and tell me she doesn’t even rate shop anymore. She then forwarded me an email that she sent to Monica.
The member’s email: I want to take a moment to thank you—from the bottom of my heart—for being the absolute best mortgage advisor in the world. Working with you is not just a transaction; it’s a relationship built on trust, care, and genuine connection.
You are incredibly thorough, patient, and kind. Every time I’ve needed something, you’ve been right there—quick, clear, and supportive. You always know just what to say and when to say it, and that gift has brought so much peace to what can often be a stressful process. I trust you completely when it comes to my loans. I don’t even consider going to other lenders—I come straight to you.
You’ve earned that trust with your humility, consistency, and deep care for not just the business side of things, but for me and my family as people. You remember the details, the milestones, and the little things that matter. That personal touch sets you apart in every way. As my life changes, you’ve remained a constant. You are the go-to, hands down. No one else matches your competence, your capability, or the heart you put into your work.
It’s clear you love what you do, and that love shines through in every interaction. I am incredibly thankful, honored, and truly Blessed by Jesus to work with you. Your presence has been a gift.
This credit union’s performance exceeds their peers consistently on all financial and net promoter score indicators. While AI phone trees and “live” chat may be a solution for some activities, it will not be the means to build relationships with members.