Member Service Lesson from Mr. Spock

I recently had a credit union colleague call me with an interesting dilemma.

"Our credit union has grown too fast."

Until recently, her credit union has allowed members to conduct complex transactions, like purchasing money orders for example, at the drive-thru because it was easier for the members to not have to leave their cars.

The challenge is, now that they have grown, these transactions are causing a line at the drive-thru that often flows into the street.

Her well-intended concern was over "removing these services" from the drive-thru. What would those members think?

My council wasn't original. In fact, I quoted Mr. Spock from The Wrath of Khan...

"The needs of the many outweigh the needs of the few."

As credit unions, it's in our DNA to do whatever we can for our members. We will break our spines bending over backwards to help even one member. I love that about our industry.

However, in this instance, I suggested she not look at the change through the eyes of the few who do these transactions, but from the many waiting behind them. After all, the drive-thru is a tool designed to help speed-up member transactions.

I likened it to a self-checkout at a grocery store. The self-checkout is designed for those with a few items to help them get in and out of the store faster. If someone rolls their cart, full of a week's worth of grub, to the self-checkout, they're being rude to all those waiting behind them.

The big picture is that the services are not being "taken away," they are merely being moved inside. It is a short-term education process for a handful of members that will positively impact a majority of members.

The takeaway? Don't get so focused on pleasing EVERY member that you end up harming the majority. When tough decisions need to be made, the needs of the many outweigh the needs of the few.

Live long and prosper.