Virtually every credit union has new customer acquisition as a top priority, but generating a new account is only the beginning. To achieve near-term profitability and long-term relationships, the new customer must become fully engaged. This engagement is typically not achieved in a day, week or month. It is the foundation of a relationship that includes, trust, dialogue, incremental growth in services, and a growth in share of wallet if done correctly. The alternative to focusing on building customer engagement is a relationship that does not meet its full potential or losing that customer to a competitor.
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