Each year, businesses spend millions trying to improve their customer journeys. New systems get introduced, processes redesigned, and technology is upgraded. Yet when people talk about good service, they usually remember something much simpler. A helpful conversation, a problem solved quickly, member of staff who took the time to explain something properly.
That is why it is encouraging to see the Irish credit union movement recognised once again as Ireland’s leading sector for customer experience, making it 11 years in a row.
For those working within credit unions, the result is not particularly surprising. Credit unions have always operated differently. Decisions are made locally, members can walk into a branch and speak to somebody who understands the area, understands the community, and often knows the people involved. That still matters.
At Phoenix Credit Union, members regularly visit us to discuss everything from a first savings account to a home improvement loan or a Current Account. Many of those conversations happen with staff who have worked in the community for years. It isn’t unusual for members to deal with the same people time and time again.
The recognition is particularly welcome this year following the launch of Phoenix Credit Union on 6 October. Bringing together Blanchardstown & District Credit Union, Community Credit Union, West Cabra Credit Union and Rowlagh Credit Union under a single name was a significant milestone. Throughout the process, one priority remained constant: maintaining the level of service members expect.
Today also happens to be International Credit Union Day, making the announcement even more relevant.
Credit Unions in Ireland were founded on the idea of people helping people. Members save with their credit union. Members borrow from their credit union. The credit union, in turn, reinvests in members and local communities.
At Phoenix Credit Union, that means supporting local clubs, charities, schools, community groups and voluntary organisations across Dublin 7, Dublin 15 and Dublin 22. It also means making sure that when a member needs help, there is somebody available to provide it.
Awards and rankings are welcome. They provide recognition for the work being done across the movement. But for most credit union staff, success is measured in a much simpler way.
It’s the member who leaves a branch with a problem solved.
And tomorrow, the aim is simply to do that all over again.
Read the news story by The Irish Times here.
