Whenever we start something new, norms are prepared and followed to make the most out of the investment. And, when a new member or partner joins the organization, a series of formalities are performed to help them acquire the required knowledge and skills. So, this first impression of the newly joined member has a big impact on how relationships are shaped. So, member onboarding provides a clear path to engage with the financial institution. It will not only increase retention and loyalty, but also decrease attrition and drive revenue.

The onboarding Strategy was discussed at the workshop conducted by CULytics. It was hosted by Naveen Jain (Founder & President, CULytics) and Bob Little (Advisor at CULytics).

Here are the key points from the session:

What is member onboarding?

From the member’s perspective, onboarding is the process of helping the new member acquire the knowledge they'll need to make the most out of their membership.

From the credit union’s perspective, onboarding is the process of gathering needed information, driving activation, increasing utilization, cross-selling, and ultimately reducing attrition and improving revenue. 

Onboarding Obstacles

-Member Friction

People will give up on the process if it is too time-consuming or asks for too much information. Minimizing these aspects is the key to keeping things simple. Features that eliminate manual entry could be helpful. For example, enabling autofill fields and pulling any information that has already been captured are ways to reduce the time the member spends entering data.

-Security & Compliance

While digital onboarding emphasizes convenience and customer experience, safety and security cannot lose priority. The solution lies in ensuring that the platform has high-end encryption and compliance with regulatory requirements.

-Personality

Without the personal touch of interacting with someone, digital onboarding can run the risk of seeming detached. So, try to make the process feel less robotic. For example, instead of a generic message like “Processing payment,” consider one with a little more personality, such as, “We’re working on your payment now.” 

–Stagnation

Technology moves fast. One can’t launch an onboarding program and expect it to work, untouched, for years. So, it is needed to keep up with trends and understand what features can help both organizations and clients. Also, try to explore how members feel about onboarding and identify areas where there is friction. 

-Data Management

It is necessary to walk a fine line between collecting so much data that the member gets annoyed and not collecting enough to serve them or stay compliant. Be upfront with the members about the kind of data that is being collected and why it is being done so. This kind of warning may help them be more patient with inputting data.

–Alignment

In many credit unions, onboarding happens across various product groups. As a result, this creates redundant and sometimes conflicting processes. So, try to centralize strategy and management that is responsible for setting onboarding goals, working with onboarding teams, and defining metrics.

Member Journey: Organization’s Perspective

–Attracting

This is the role of marketing and sales within the credit union to help prospective members know about the brands, offers, etc.

Awareness –Spread the good word about the credit union’s brand and service

Referral –Capitalize on the goodwill from existing members

Acquisition –Convert prospects into new members

–Onboarding

Activation –Ensure new members take the steps needed to begin using credit union services

Utilization –Remind users of the services available to them and encourage ongoing use

Cross-sell and Upsell –Identify new services that the member might be interested in 

–Loyal

Grow –Continue to encourage member use of services and look to strengthen the relationship

Referral –Leverage member loyalty and incentivize members to help you grow

–Lost

Low Activity –Act on triggers that indicate waning member engagement

Attrition –Connect with members who are leaving the credit union to understand what is driving that decision 

Win Back –Take steps to recover high-value members who have decided to leave the credit union

Member Journey: Member’s Perspective

Members expect the credit union to be:

-Welcoming

Member’s anticipations: Members expect answers to what happens after they join. They want to know more about the credit union. And, they need directions on how to get started or where to go to learn.

Meeting member needs: The organization can provide a welcome letter with a brief overview and links to the new member portal and contact info. FAQs, videos, and surveys should be there to serve the best. The institution can manage phone calls to learn more about the new member and provide help. Follow up emails as needed.

-Connecting

Member’s anticipations: Members want answers to their questions promptly. Updates on upcoming things that they should know about are highly expected. And, of course, check in with them to see how they are doing.

Meeting member needs: Organizations can do an email engagement guide with a short survey to identify engagement opportunities and arrange a phone call to check-in and answer questions. And, follow up on interests or needs.

-Engaging

Member’s anticipations: They think early connections are developing into trusted relationships. And, they feel like they belong to this community, know what’s going on and how they get value

Meeting member needs: The institution can send surveys or polls to get feedback on issues, programs, and needs. Staff can send personalized emails with targeted opportunities and reminders on different ways to engage and benefit.

-Succeeding

Member’s anticipations: The initial year was just as it was imagined or even better. They have enjoyed interactions with the credit union team and have benefited from them. The credit union staff recognizes members and their membership is appreciated

Meeting member needs: The institution can send a customized year-end summary of their activities and achievements. Also, it can ask members to recommend the credit union to their friends and family.

Today’s Member Onboarding

When a new member joins, the onboarding is done with minimal member input. Real-time information is shared with instant notifications. Omnichannel interaction is available to help members choose the mode of interaction as per their choice. A member’s feedback is gathered and analyzed to turn the member into a loyal one. The modern methods provide online service with chatbots, an online portal, and mobile support. Besides this, call center, relationship manager, and grievance redressal support are provided as per the requirement.

The Impact Traditional Vs Digital

Prior to that, members had to visit the branch, meet the representative, and wait to receive the decision. Again, travel to a branch to receive funds.

Now, one can apply via a mobile device and get funds with instant approval.

An Advice

1. What Onboarding Must Not Be

Every member has a different requirement, and he/ she expects that only the needed information is provided to help them ease the process. If a member is coming to open a simple account and the staff starts explaining other things in addition, then this will force the member to rethink the decision of joining the CU. So, do not

• Overwhelm your members with the information they have no interest in receiving
• Send the same messages to everyone without understanding your members’ individual needs
• Send "one-size-fits-all” messages that are not personalized, timely, or relevant
• Sell before you’ve earned the right to do so

1. Identify and Eliminate Business Bottlenecks

• People –Get the team to agree on the specific changes that need to be made to correct the problem.
• Process --Review the entire process, starting and ending with the member's experience. 
• Systems --Implement a platform that supports more than just onboarding. This helps the systems stay in sync.
• Data --Usually caused by legacy silos. Create a single place to store data and everyone knows this is the single, reliable source.

Being an organization, it is imperative to be member aware. The information should be provided with the utmost consistency. And make sure that this information is easy to use. It is the responsibility of the credit union to ensure clarity from both sides. Keep things personal and do things with efficiency to earn the trust and loyalty of the members. 

Try to know what the members want. Make strategies that distinguish your organization from your competition to meet your set organizational goals. Do not forget that we are here because of our members. So, their satisfaction and support are all that is required to survive in the industry.

Check out this complete workshop on "Creating an Onboarding Strategy that delivers success" and learn more about member onboarding.