Changing Our Culture: From Traditional Teller to New Member Experience Advisors

Changing Our Culture: From Traditional Teller to New

Member Experience Advisors

The VisionDifferentiation from the Norm – The Experience our Members Deserve

Building Stronger Relationships• Removing the Barriers• Space Available for Members

The Time is Now• New Headquarters• Better Location for Membership• Higher Visibility

The Member ExperienceHow Advantage Way Will Look

1. Clean lines, white space, open concept2. Lounge Furniture3. Member Experience Advisor Pods• Security• No Barriers

4. Coffee Bar5. Member Terrace6. Wifi

The Member ExperienceHow We Will Bring This Concept to Life

1. Professional Warmth 2. Seamless Process3. Educational 4. Consultative Relationships5.Consistency

The Member ExperienceHow We Will Bring This Concept to Life

The Role Design

What’s in a Name?1. Knowledge, Skills & Abilities 2. Job Description3. Performance Model Benchmark• Easy Simulations

The Role DesignKnowledge, Skills & Abilities

Member Experience

Advisor

Member Focus

Flexibility

Consultative Sales Aptitude

Adaptability

Ability to motivate others

Community focusRapport building (Connect ability)

Strong oral and written

communication

Critical Thinking

Sound judgment

Problem-resolution

Team Collaboration

Root Cause Analysis

Technology friendly

The Role DesignKnowledge, Skills & Abilities (Top 5)

Member Experience

Advisor

Connectability & Rapport

Building

Collaborative Problem Solving for Relationship

Building

Critical Thinking & Sound

Judgment

Member Focus &

Commitment

Consultative Sales

Aptitude

The Staffing Plan

1. Assess Staff2. Staffing Model Benchmark3. Determine who will be at Advantage Way

a) Pilot Staffb) Recruiting Needs

The Role DesignPerformance Model Benchmark

The Role DesignPerformance Model Benchmark

The Role DesignPerformance Model Benchmark

The Role DesignEvaluation Results

The Role DesignEvaluation Results

The Role DesignEvaluation Results

The Role DesignEvaluation Results

The Role DesignEvaluation Results

The Learning Plan

1. Create the Pilot environment/team2. Bring the Member Experience Advisors into the planning

process as co-creators to increase buy in3. Conduct the training sessions4. Follow up to training by tying the concepts back to what

the MEAs suggested5. Build the experiential learning6. Hold monthly group conversations between the MEAs and

all branch management to discuss the move7. Create a vehicle for peer feedback

The Learning PlanCo-Creator Employee Buy-In

Pre-Training FeedbackHR/Management to speak independently with the various MEAs about training and to gather feedback about the topics for training.

Training ImplementationThe feedback will be noted and taken into consideration for training. If possible concepts or concerns will be woven into the training.

Post Training Reinforcement After initial training is complete, reinforce learning by tying in those suggestions that were made in the pre-training visits.

The Learning PlanSaturday Session – Service Extraordinaire

Celeste Cooke

• If you’re not learning, you’re not growing• Own your member for life• KISS – Keep It Simple and Strategic• Never see only the member in front of you – see the 485 people

they touch daily• Empower others with the knowledge you gain• Branding from the Inside• You have to be willing to take risks

The Learning PlanSaturday Session – Experiential Learning

Rick Miller

Field Trips - 3 Separate Groups to Service Providers• Lowes Foods• Starbucks• Lowes Hardware• Trader Joes

Chick-Fil-A Manager Visit

SBI• Situation• Behavior• Impact

The Learning PlanInternal Learning Process

Ongoing – Learning and Growth Mindset

Products and Services• Features and Benefits

Relationship Building• Open Ended Questions• Current and Future Needs

Lending • Credit Report Mining• Focus on the Experience – Not the Product

Tools• Interactive Board• Contacts

The Learning PlanBuilding a Team - Peer Feedback

Group Session

1. Introduce the concept of peer feedback 2. In order to make it safe use the SBI model

a. Situationb. Behaviorc. Impact

3. This should be done without high level leadership to create group cohesion and trust

4. Follow up to ensure this is happening

The Validation

1. Spot Checks - ensure MEAs are following processes to provide consistent experience

2. Employee Recognition – for Exceptional Member Experiences

3. Follow up Calls - after a member adds a new product or service to deepen relationship

The Validation

4. Testing• Product and Service Knowledge• Understanding and Presenting Benefits• Review of Member Interactions and

Results• Knowledge of Interactive Board

The Video

Credit Union-Wide

1. Meet the Model Interactions2. Employee/Manager 1 on 1 in Branch 3. Relating Model back to everyday4. Process Improvement5. Next Phase

Challenges

Change, Change, Change• Staffing • MEA Comfort Behind the Pod• Member Habits• MEA Life Experiences• XP/Recyclers/Drawers/Drive Thru

Questions