Inside Marketing: Embracing digital tools to revitalize member engagement

It’s no secret that the coronavirus pandemic has altered the ways in which businesses interact with consumers—many engagements have shifted to online and mobile channels to protect the health and safety of customers and employees alike. According to data from McKinsey, we “vaulted five years forward in consumer and business digital adoption in a matter of around eight weeks” at the beginning of the pandemic. It is safe to say that digital will only continue to expand its reach, as reports predict that “nearly two-thirds of the global population will have internet access” and 70% will have mobile connectivity by 2023.

With the pandemic-induced uptick in digital interactions and myriad options available to conduct banking at their fingertips, the digital member experience is more important than ever. Operating on the principle of “people helping people,” credit unions must ensure that this message shines through all digital touchpoints, from direct conversations with each member to simple social media posts.

Here are a few ways to boost digital engagement with members and leave a positive lasting impression:

• Offer video chat. Your members may be missing out on some much-needed face time after months of social distancing, so offering a video chat tool like Zoom or a secure video conferencing feature that integrates with your online banking platform can bring a little life back to traditional interactions-turned digital. While some account holders may still prefer a call or email, the option to video chat will help establish trust and allow you to connect with members via their preferred means of communication.

 

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