CUES 122: How to Better Engage Members at the Critical Moment of Account Opening—An Interview With Andy Saner

Andy Saner lives by the idea that asking questions is important. 

In this episode of the CUES Podcast, Saner, senior vice president of product engineering and data services at CUES Supplier member Harland Clarke, a Vericast business, describes the value of applying such curiosity to help match members with appropriate credit union offerings during the moment when they’re opening an account.

 “When you’ve got employees that during the time of account opening ..., you’re asking questions, you’re learning more about that member’s needs and what they have to have,” he says in the show. “You understand … through those questions … insight into the member’s needs. Maybe they’re open to trying something different in managing their money or a different vehicle for payments and the like.”

Being curious, asking good questions and applying the data you have on the new account opener has two main purposes, Saner explains. 

“It helps you match up better the products and services,” he says. “But it also deepens that relationship. That’s really what we’re all after. … It creates a deepening, long-lasting engagement that really becomes not only profitable for the credit union—let’s be honest, that’s part of it—but the other extent is that you really feel good about helping your members serve their needs.

“It’s a noble profession, financial institutions, you know, in the work that we provide,” he continues. “You’re getting people into … their first home, (helping them) the first time that they buy a car, (providing) student college loans…. Maybe they’re taking a … trip for the first time and they’re needing just a little bit of help getting through that. It’s really kind of a unique opportunity where you meet people at the point they may need you most.”

In the show, Saner also gets into:

The role of credit union staff in helping members connect with appropriate products and servicesHow to re-engage with members after the moment of account openingThe balance of digital delivery with high-touch personal service

Links for this show:

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