How do you grow at double the rate of your industry with a $0 Marketing spend? Diana Dykstra, CEO of the San Francisco Fire Credit Union, shared her story of driving growth through a focus on customer loyalty and employee engagement.
The underlying theme was a fundamental belief that "people are good" — front-line employees want to do the right thing and management's job is to empower them to delight the customer. Ms. Dykstra talked about the measures implemented at the credit union that allow and reward employees for going above and beyond to address customer needs. It's this culture of customer-focus that has resulted in the impressive Word-of-Mouth results.
Another ingredient of success was an understanding of loyalty drivers — in this case convenience — and making investment decisions using NPS results. For example, instead of investing in branch offices at an estimated annual cost of $500K - $750K, the credit union decided to waive ATM fees no matter where the customer withdrew funds. The result was that customers received the "convenience" factor for a much reduced investment. Other examples include providing all customers pre-approved loans at any time, eliminating the traditional direct marketing campaign, i.e., junk mail, and eliminating bad profits — non-punitive fees.
This was a dynamic presentation and inspirational message about unleashing the creativity of the front-line and creating a working environment where customer delight is top priority — with impressive business results.
Click here to download the presentation.
