Automation: Great for Processes, Not-So-Great for Member Services

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Robot

I love automation and streamlining and efficiencies and…well, I could go on and on. Anyone who knows me knows this is true. Oh, and I love commas. But that’s a whole different topic.

I love cutting out the unnecessary anything. The world is saturated with line extensions (like 472 different flavors in the toothpaste aisle), visual clutter, and an endless array of stuff. Not that long ago, I reached a point in my life where I wanted to clear the clutter. My minimalist efforts started with the crap all over my desk at work. After that clean sweep, I quickly moved to my home, where I conducted an extensive purge of things that hadn’t been touched in years. (Thank you, Williams Sonoma, for the part-time job and the 39 pieces of French ceramic bakeware). I ran out of physical items to eliminate. Next up? Wasted time. It needed to go.

How could I do away with unproductive time, particularly in the workday? For many of us, our task saturated days are as overwhelming as the options in the toothpaste aisle mentioned above. When we really examine our to-do lists, we realize many of our daily tasks are redundant. There is so much squandered time to reclaim. Luckily, my manic self loves creating efficiencies! I get a high from finding ways to make things run more smoothly. But while streamlining has done wonders for my productivity, experience has shown me that there’s a danger in trying to automate everything. Some things require more personalized attention.

Take credit unions, for example. Every credit union wants member growth. And while some do an excellent job of onboarding their new people, most aren’t doing anything exceptional. They stick with the same methodical process year after year—an approach I find maddening. Same old same old exhausts me. So many of the things that we are conditioned to do as credit union marketers frustrate me.

Debt consolidation and balance transfers in the 1st quarter. Home improvements and auto loans in spring and summer. Fall? Well, hello—back-to-school and holiday shopping, of course! Don’t forget Skip-A-Pay, Vacation Accounts, and Holiday Clubs. Sigh. Most of these promotions, while important and deserving of a shout out here and there, should really be marketed year-round. Not to everyone, of course, but to those members identified by the magical tools of automation and specific targeting.

When it comes to member growth, I prefer to focus more on the organic potential of current members rather than spending time and energy looking for new ones. These growth opportunities are much less costly, and they create a better experience for the member. If you want to grow and keep your members happy in the process, market your products and services whenever they are relevant to your member—not because a particular season says you should.

To recognize the potential in your core, remember that onboarding isn’t just for members in the first 90 days. Current members who open a new product or opt-in for an additional service represent an incredible opportunity. As soon as that product hits the core, you can start setting expectations for them. Remind them of the product’s features. Remind them how to use it and when to use it. If you are consistently setting high expectations, creating positive member experiences, and effectively communicating the benefits of product or service adoption, everything else will happen naturally. Depth-of-relationship will flourish, single-service households will decline, and member growth will happen because people talk.

What isn’t on the core? What can’t be automated? Creativity and the human element. And yes, I’m familiar with Sophia the Robot, but for now, for all intents and purposes, those factors can’t be replicated. As much as I love automation and efficiency, I also understand the need for human touch. Member experiences matter. In my opinion, they are what this beautiful credit union world is all about. When we can make our members feel valued and relevant, that’s the magic that sets us (credit unions) apart.

Yes, the member experience can be triggered and mapped out, but what about the personal aspect of the in-branch experience? Can you find the same warmth and compassion in an automated welcome message on day three? I think not. Quality interactions require us to resist programmed, methodical thinking and take time to understand individual members and their needs.

Don’t get me wrong. Marketing efforts are still essential. But our time should be focused on branding, establishing a voice, and continually looking for ways to enhance delivery channels and increase communications that communicate the bigger picture of your credit union—the one that recognizes how special every member really is.

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Sara Breckbill

Social Media Manager

Sara is YMC’s very own Social Media Manager, and she has the experience and know-how to take your social media presence to new heights. Since her first college course on social media marketing, she’s known, “This is something I could do, and be happy doing it!” Her three guiding principles in branding: consistency, relatability, and humor. She knows people remember things that make them laugh or make them feel seen, so it’s no surprise she excels at crafting strategic and engaging social media content. Her advice to young marketers is the same motto she lives her life by: Enjoy the journey! Collaborative and creative, she feels right at home at YMC.
 
In her downtime, Sara enjoys Japanese food, hot or iced coffee, and listening to her favorite singer-songwriters. Some day, she hopes to visit Niagara Falls in person, but in the meantime, she’s happy to enjoy the journey.
Mandy Garman headshot

Mandy Garman

Graphic Designer

Meet Mandy, one of YMC’s in-house Graphic Designer phenoms! Honing her craft from an early age, Mandy constantly strives to innovate design and refine her artistic techniques. An avid believer in “quality over quantity,” she feels right at home with YMC’s focus on details and dedication to providing unique strategies. In fact, her marketing philosophy reflects this drive for excellence and commitment to substantial work, “Brand consistency is key for all marketing materials. Also, I believe less is more in graphic design. White space is your friend, and the logo does not always need to be the main focal point.”

A Nashville native, Mandy is intimately familiar with the profound effects of great art and stellar design. Especially influenced by the city’s music scene, one of her lifelong ambitions – besides trips to Italy and Japan – is to professionally create album covers. When she isn’t practicing her craft, you might catch her out and about enjoying matcha boba tea or at her favorite dining establishment: Mas Tacos. That, or obsessing over her Persian cat, Benny!

Reh Harvey

Vice President of Digital Strategy

Reh Harvey, our Vice President of Digital Strategy, leads with diligence and fervor. Having previously been a member of Team YMC, he is excited to return to such an amazing culture and even more amazing people (his words)! Through his experience in the marketing world, he’s found the key to success is to stay on the cutting edge and to always keep evolving.
 
Although originally drawn to marketing for its lack of math, Reh now finds himself doing more math than he would’ve bargained for. But his self discipline and positive attitude make it easy for him to laugh and take it in stride. Hoping to one day visit Japan and enjoy some premium Sushi, Reh lives life by his creed: Be a good human. Do good work. And above all, just keep going.

Hailey Madej

Graphic Designer

As YMC’s in-house Graphic Designer, Hailey possesses an eye for detail and a drive to innovate. It’s no surprise though since being creative runs in the family! Inspired from an early age by her mom’s work as a Graphic Designer, Hailey is a seasoned expert whose talents bring vitality and accessibility to every project. As a UX/UI designer, she expertly blends the intuitive and the creative for all to enjoy.
 
In addition to the occasional freelance project, Hailey also lends her abilities to supporting art initiatives within her community, such as the Belleville Mural Project. Her favorite aspect of joining the YMC team is the friendly, uplifting culture and breadth of design tasks. When it comes to marketing, she believes in pushing boundaries and maybe breaking some rules to capture her audience’s attention. Her advice to those just starting out? “Always seek quality over quantity.”

Dexter Ochoa

Development Assistant

When it comes to blending logical thinking and creative problem solving, Dexter’s abilities are undeniable! Beginning his career as a Web Developer, he’s no stranger to the wide world of Marketing and Advertising. Calling Biñan City in the Philippines home, Dexter has a burning desire to visit the Alpine peaks and valleys of Switzerland. While that journey may be far off, he is still no stranger to international travel. While visiting Japan, he was able to enjoy his favorite delicacy: Sushi and Sashimi. He also learned unexpected facts about Japanese Yen, specifically that it has special markings for the blind to know its value!

Whether he’s enjoying a cup of coffee in the morning or the occasional Pale Pilsen in the evening, Dexter is eager to work with the talented professionals of YMC, and we’re just as eager to add his talent to the team as well! His marketing words of wisdom? “Be creative, and just do what you want!”

Andrew Wyche

Copywriter

Hailing from the NC state capital (that’s Raleigh if you didn’t know), Andrew is YMC’s Copywriter extraordinaire. That’s why he knows that “The verb form of ‘reconnaissance’ is ‘reconnoiter.’ The former is, strictly speaking, a noun.” Seriously, he knows his words and he’ll use those words to get bold and weird (in a good way) with his copy. Fuelled by a love for pasta, shellfish, a good single malt, or a meal consisting of all three, Andrew navigates life with a motto engraved in his heart: “Choose kindness. Always.” It is this guiding principle that has led him to explore the realm of marketing, driven by a desire to connect with people in meaningful ways. As he continues to chase his dreams, one bucket list item stands out above the rest – a pilgrimage to Scotland. With his heart set on adventure and his pen poised for creativity, Andrew’s journey is far from over.

Alex VanHaasteren

Senior Web Developer

Alex is YMC’s Senior Web Developer and, as the title suggests, she is an absolute pro! While she initially started in graphic design – working long and hard to expertly bring concepts to life – she also felt drawn to technology and applying her natural ability to problem solve. Web Development proved the perfect blend of her creative passion and technical savvy.

When Alex is out with friends – including her YMC colleagues – she’s up for Greek cuisine or some good pulled pork BBQ washed down with Diet Coke. Or an Old Fashioned, if the occasion demands. Someday, she hopes to go to Africa on a safari. Hopefully she’ll see a giraffe in the wild, because – as she’s pointed out – its neck is too short to reach the ground!

When she isn’t jamming out to T-Swift, she’s happy to impart some marketing words of wisdom, “Aim to create something unforgettable.” For day-to-day inspiration, she would remind you of two fundamental truths: You decide your happiness, and Ice cream is its own food group—not just a dessert.

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