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

The Vision Differentiation 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 Experience How Advantage Way Will Look 1.Clean lines, white space, open concept 2.Lounge Furniture 3.Member Experience Advisor Pods Security No Barriers 4.Coffee Bar 5.Member Terrace 6.Wifi

The Member Experience How We Will Bring This Concept to Life 1. Professional Warmth 2. Seamless Process 3. Educational 4. Consultative Relationships 5.Consistency

The Member Experience How We Will Bring This Concept to Life

The Role Design What’s in a Name? 1.Knowledge, Skills & Abilities 2.Job Description 3.Performance Model Benchmark Easy Simulations

The Role Design Knowledge, Skills & Abilities Member Experience Advisor Member Focus Flexibility Consultative Sales Aptitude Adaptability Ability to motivate others Community focus Rapport building (Connect ability) Strong oral and written communication Critical Thinking Sound judgment Problem- resolution Team Collaboration Root Cause Analysis Technology friendly

The Role Design Knowledge, 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 Staff 2.Staffing Model Benchmark 3.Determine who will be at Advantage Way a)Pilot Staff b)Recruiting Needs

The Role Design Performance Model Benchmark

The Role Design Evaluation Results

The Learning Plan 1.Create the Pilot environment/team 2.Bring the Member Experience Advisors into the planning process as co-creators to increase buy in 3.Conduct the training sessions 4.Follow up to training by tying the concepts back to what the MEAs suggested 5.Build the experiential learning 6.Hold monthly group conversations between the MEAs and all branch management to discuss the move 7.Create a vehicle for peer feedback

The Learning Plan Co-Creator Employee Buy-In Pre-Training Feedback HR/Management to speak independently with the various MEAs about training and to gather feedback about the topics for training. Training Implementation The 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 Plan Saturday 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 Plan Saturday 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 Plan Internal 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 Plan Building 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.Situation b.Behavior c.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 Interactions 2.Employee/Manager 1 on 1 in Branch 3.Relating Model back to everyday 4.Process Improvement 5.Next Phase

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

Questions