Onboarding basics:

When people think about onboarding it’s usually associated with new members.  Relationship building strategies should be used for all members’ not just new ones.  Your membership is a captive audience that already trusts you; however, more than likely, they also have accounts elsewhere too.  If you are not reaching out to your members and establishing stronger relationships, you could lose members and potential long term income.

To properly execute an onboarding program research and preparation is required.  Decide what forms of communication you are going to use; it is important to use multiple forms when onboarding.  Start with a welcome letter for a new member or a thank you letter for an existing member.  New members should be reached out to at the thirty, sixty, and ninety day mark.  Do your research; find out what product or service you have that best fits the member’s needs.  It is important when onboarding that the “sell” is specific and something your member needs.  An easy way to start an onboarding conversation is through a thank you, survey, and sell phone call.  In general people appreciate being asked their opinions. 

There are different ways to approach the campaign breakdown.  You could do one campaign using the above approach, or you can break it down into numerous smaller campaigns.   Some examples would be members who do not have a checking account with you, members who have paid of an auto loan with you, or members who have a home equity with you but not a mortgage.   Either way your call must be planned out and executed with professionalism and sincerity. 

Establishing long lasting business relationships takes time, it’s a process.  You are planting a seed in your members minds so the next time they need a loan or it’s time to transfer a CD they will come to your credit union.  With most things being done today using mobile apps, internet, and email imagine the impact if someone you did business with called and thanked you for choosing them. Think about it…



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