ORLANDO-How to deliver the best possible e-service experience? For one credit union, it boiled down to fixing members' computers and walking them through the CU's e-solutions while they waited.
Tampa-based GTE Financial has seen great success with its "Techs On Tour" program. Chad Burney, SVP of virtual banking and CIO, told Credit Union Journal's Grow Show here that Techs on Tour is the result of two goals at the credit union: help members with their personal computer issues, and get the IT staff out of the back office and into the lobby so they can better engage with members themselves.
Burney said that GTE believes it is defined by the virtual experience, and as such, "we want to deliver a personal, convenient, safe, secure virtual experience." Techs On Tour debuted in 2011, and while technicians-contracted through CDW and at no cost to GTE-service members' computers, GTE demonstrates services like mobile RDC, DocuSign, PopMoney, how to use the CU's free wi-fi and more. There are also events like financial literacy, raffles and more.
About 18 to 20 computers are serviced each month at a different branch. Since 2011 GTE Financial has helped repair more than 500 computers, resulting in an estimated $155,000 in savings for members (based on what individual members would have paid if they had taken their machine to a big-box retail store). When new computer parts are needed, CDW provides those parts at cost.
Friends & Family
Burney said that while there is no tangible benefit to the Techs on Tour, such as loans, it has helped boost member referrals. "We're seeing people coming to our events bringing family and friends, and they sign up (to join the CU)," he said. "Twenty-five percent of the members we see at these events are new."
In addition, 98% of those who sign up at Techs On Tour events end up as part of the CU's Member Advantage Program, which tracks engagement.
Burney said that the program has also helped back-office IT staff feel more like they are part of the credit union team, and giving them the feeling that they own part of the member experience. Many IT staffers attend TOT events just because they want to, said Burney. "It's finally given them a reason to have that member touch."