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Understanding and fulfilling members’ wants and needs instantaneously are key expectations in today’s financial market.
Mobile. It provides instant gratification and is the norm for practically everything. Think about its role in your typical evening out: deciding on a restaurant, getting directions, figuring out what to eat and buying movie tickets for afterward. And it’s no different in a member’s financial world.
“Understanding what your members want and instantaneously fulfilling their needs are non-negotiables in today’s financial experience,” stresses Cindy McGinness, manager/digital channels for CUES Supplier member PSCU, St. Petersburg, Florida. “The consumer not only wants but expects this instant gratification, without asking anyone for help.”
Most CUs already offer a good mobile app, she notes, one that lets members manage their accounts and transact business. “However, it’s crucial to use mobile to engage your members, to show what you can do for them and how you can fulfill their needs via the mobile experience,” McGinness adds. “Ensure your app provides the immediacy your member craves, whether it’s checking a balance, turning a card off or on, or making a quick payment.”
“If you can’t provide the tools that do this, look for partners that can,” she continues. “Members will benefit from the enhanced capabilities, and you’ll rest easy knowing that functionality and technology expertise doesn’t rest with your mobile app alone.”
The mobile experience should focus on ease of use, including the front-and-center display of key information, including whether the card is turned on or off, when the next payment is due and current balance information. McGinness explains these are the things that matter most to members and can help create confidence and convenience in the experience.
For example, PSCU’s new digital offering, DX Mobile, combines features like card control functionality, payment options and fraud alerts. Members enroll directly within the app and, when logged in, can view transaction history; schedule and confirm payments, view previous payments and cancel payments; dispute transactions and request full or partial refunds; and report lost or stolen cards and suspicious transactions.
“We want to keep a credit union’s card top-of-wallet and ensure it’s not vulnerable to losing business because of a lack of mobile functionality,” McGinness says.
As a longer-term strategy, McGinness says to watch for the digital issuance of cards so members can replace a lost or stolen card immediately. “Using their app, members will have their card credentials re-assigned digitally, with no lapse in service. This will allow a CU’s card to stay top-of-wallet and could even be used to give new cardholders immediate access to card information.”
When it comes to mobile, don’t make the mistake of chasing the newest, shiniest technology, concludes McGinness. “Most important is understanding what your members want, and how you can fulfill those needs with a mobile experience that is quick, easy and intuitive—that provides instant gratification.” cues icon
Stephanie Schwenn Sebring established and managed the marketing departments for three CUs before launching her business. As owner of Fab Prose & Professional Writing, she assists CUs, industry suppliers and any company wanting great content and a clear brand voice. Follow her on Twitter@fabprose.
