{"id":49139,"date":"2021-09-21T04:00:08","date_gmt":"2021-09-21T11:00:08","guid":{"rendered":"\/us\/en\/blog\/?p=49139"},"modified":"2024-08-15T08:46:59","modified_gmt":"2024-08-15T15:46:59","slug":"attract-younger-members-with-digital-technologies","status":"publish","type":"post","link":"\/us\/en\/blog\/attract-younger-members-with-digital-technologies\/","title":{"rendered":"Attract younger members with digital technologies"},"content":{"rendered":"<p><b>Highlights:<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Credit unions need to recruit younger members to remain competitive<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">To recruit younger members, one of the things they must offer is digital communications<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">A financial services communications platform gives young members flexible communication channel options, self-service capabilities, and high levels of security<\/span><\/li>\n<\/ul>\n<hr \/>\n<p><span style=\"font-weight: 400;\">Credit unions face a challenge: their membership is aging, and members\u2019 children are choosing other providers for their banking needs. If credit unions can\u2019t attract new members, they won\u2019t survive.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\t\t\t<\/p>\n<div class=\"rc-bottom-cta rc-bottom-cta__portrait\" style=\"background-color:#FF8800;flex-direction: row-reverse;\">\n<div class=\"bottom-cta-img\">\n\t\t\t\t\t<img decoding=\"async\" width=\"672\" height=\"816\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2021\/09\/credit-union-membership.png\" class=\"responsive-image\" alt=\"Credit union ...\" \/>\t\t\t\t<\/div>\n<div class=\"bottom-cta-copy\">\n<div class=\"rc-bottom-cta__text\" style=\"color:ffffff;\">\n<h3\n\t\t\t\t\t\t\t\tclass=\"rc-bottom-cta__title headline-copy\"\n\t\t\t\t\t\t\t\tstyle=\"\"\n\t\t\t\t\t\t>Credit union membership: 5 ways to appeal to a new generation<\/h3>\n<\/p><\/div>\n<div class=\"rc-bottom-cta__btn-wrapper\" style=\"\">\n\t\t\t\t\t\t<a\n\t\t\t\t\t\t\t\tclass=\"btn btn-primary btn-lg rc-bottom-cta__link\"\n\t\t\t\t\t\t\t\ttitle=\"Learn more\"\n\t\t\t\t\t\t\t\thref=\"https:\/\/netstorage.ringcentral.com\/documents\/credit_union_membership_new_generation.pdf\"\n\t\t\t\t\t\t\t\tdata-dl-name=\"Learn more\"\n\t\t\t\t\t\t\t\tdata-dl-element=\"button\"\n\t\t\t\t\t\t\t\tdata-dl-additional-info=\"bottom cta banner\"\n\t\t\t\t\t\t\t\tdata-no-auto-dl=\"true\"\n\t\t\t\t\t\t\t\tstyle=\"\"\n\t\t\t\t\t\t\t\tonmouseover=\"\"\n\t\t\t\t\t\t\t\tonmouseout=\"this.style.backgroundColor='';this.style.borderColor='';this.style.color='';\"\n\t\t\t\t\t\t>Learn more<\/a>\n\t\t\t\t\t<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<p>\t<\/span><\/p>\n<p><span style=\"font-weight: 400;\">How can credit unions attract the next generation? Offer digital financial services. Read on to learn how credit unions can reach a new demographic with the deployment of cloud-based message, video, and phone services.<\/span><\/p>\n<h2><b>Credit unions and the next generation<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">In a June 2020 report, research revealed<\/span><a href=\"https:\/\/www.businesswire.com\/news\/home\/20200616005233\/en\/Survey-60-of-Credit-Union-Members%E2%80%99-Children-Choose-to-Bank-at-a-Different-Institution\"> <span style=\"font-weight: 400;\">60 percent of credit union members\u2019 children<\/span><\/a><span style=\"font-weight: 400;\"> chose to bank at a different financial institution.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As younger Millennials and Gen Zers leave home, the likelihood they\u2019ll use a credit union decreases significantly. The survey showed that one in five people under the age of 25 used a credit union; for people between the ages of 25 and 34, that number dropped to under 10 percent.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">While credit unions have excellent traction with Baby Boomers, what happens when those Boomers age and pass control of their finances to their children? There\u2019s no guarantee their children will keep their parents\u2019 savings with a credit union, especially when they don\u2019t use one themselves.<\/span><\/p>\n<h2><b>A failure to innovate hamstrings member engagement strategies<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">One of the primary reasons credit unions haven\u2019t attracted a younger demographic is that credit unions have historically lagged behind other financial institutions in the area of innovation.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In a February 2021 study of credit union members,<\/span><a href=\"https:\/\/www.pymnts.com\/credit-unions\/2021\/deep-dive-how-credit-unions-can-meet-the-innovation-needs-of-members-across-generations\/\"> <span style=\"font-weight: 400;\">failure to innovate<\/span><\/a><span style=\"font-weight: 400;\"> was the most commonly reported reason for member unhappiness. Credit union members are three times more likely than non-members to be dissatisfied with their financial institutions because they don\u2019t have access to the latest technologies.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Over 15 percent complained interactions with their credit union were too complicated, while just over four percent noted they had to visit a branch too often for transactions. Nearly nine percent criticized poor data security.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">All of these factors are particularly off-putting for Millennials and Gen Zers. They want financial institutions that deliver digital experiences; they don\u2019t want to have to go to a branch every time they need to transact financial business.<\/span><\/p>\n<h2><b>Ways credit unions can attract new, younger members<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">To attract younger members, credit members must meet them where they are, and where they are is in digital spaces. Millennials and Gen Zers feel comfortable online. They\u2019re accustomed to using mobile apps for banking (nearly<\/span><a href=\"https:\/\/www.statista.com\/topics\/2614\/mobile-banking\/\"> <span style=\"font-weight: 400;\">70 percent of Millennials<\/span><\/a><span style=\"font-weight: 400;\"> use mobile banking).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For credit unions, entering the digital realm is a daunting process. Enabling digital communications for your credit union is the easiest and best place to start.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-49141\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2021\/09\/credit-unions.png\" alt=\"RingCentral for credit unions\" width=\"930\" height=\"620\" \/><\/p>\n<h2><b>The role of a financial services communications platform<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">A financial services communications platform offers unified communications platform capabilities (telephony, video, chat, internal presence indicator, and file sharing) with contact center features such as:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Omnichannel capabilities<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Skills-based routing<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Agent management, including workforce management and workforce optimization capabilities<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Reporting and analytics<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Self-service customer options<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Integration with directory<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Chatbots<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">IVR system<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Predictive, proactive, and progressive dialers<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Coaching and learning tools<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Scripting<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Dynamic reply assistance<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">A unified communications platform goes a long way toward creating a welcoming digital experience for new credit union members by:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Offering members more channels with which to connect<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Providing self-service options<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Helping employees give members the information they need with collaborative tools<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Giving members peace of mind with built-in security features<\/span><\/li>\n<\/ul>\n<h3><b>Offering more channels for members to connect to the credit union<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Gone are the days when it was sufficient for a credit union to provide telephony and branch visits as the only options for member engagement. With a modern financial services communications platform, members have greater choice in how they communicate with their credit unions. They can call, but also text, hold a video conference, or message the institution on social media.<\/span><\/p>\n<h3><b>Providing self-service options<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Banking customers between the ages of 18 to 26<\/span><a href=\"https:\/\/blog.flexcutech.com\/blog\/digital-banking-self-service-is-key-to-winning-millennials-and-gen-z\"> <span style=\"font-weight: 400;\">rank self-service capabilities as more important<\/span><\/a><span style=\"font-weight: 400;\"> than trust. They find self-service faster and more convenient than dealing with a teller.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A financial services communications platform helps credit unions implement self-service capabilities through chatbots and well-designed IVR menus. A chatbot can answer simple customer questions so that members get the information they need on their own terms. If the chatbot doesn\u2019t have the answers, it will pass off the interaction to a human.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A<\/span><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/interactive-voice-response\/\"> <span style=\"font-weight: 400;\">well-designed IVR menu<\/span><\/a><span style=\"font-weight: 400;\"> automates a number of functions so members can get help quickly. For example, a menu option could enable members to check their account balance or last 5 transactions. That\u2019s possible by integrating banking software with the <a href=\"https:\/\/www.ringcentral.com\/contact-center\/interactive-voice-response.html\">IVR<\/a> solution.<\/span><\/p>\n<h3><b>Giving employees the information they need to help members<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">It\u2019s frustrating when you call a business and the person at the other end of the line says, \u201cI don\u2019t know; I have to check with my manager.\u201d When you ask when the manager will be in and the customer service representative says, \u201cI\u2019m not sure,\u201d you know your problem won\u2019t be solved any time soon.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A financial services communications platform makes it easier for employees to help members. With an internal directory and other collaborative tools, employees can connect to their colleagues in other departments who have the information necessary to solve member problems. Members don\u2019t have to wait indefinitely for someone to get back to them.<\/span><\/p>\n<h3><b>Providing peace of mind for members with built-in security features<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Between 2018 and 2020,<\/span><a href=\"https:\/\/www.nafcu.org\/system\/files\/files\/NAFCU%20Data%20Privacy%20Issue%20Brief%20Dec2019.pdf\"> <span style=\"font-weight: 400;\">82 percent of credit unions<\/span><\/a><span style=\"font-weight: 400;\"> were negatively affected by data breaches of local businesses. That means that a local business was compromised, exposing the data of credit union members.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Market-leading<\/span><a href=\"https:\/\/www.ringcentral.com\/technology\/security.html\"> <span style=\"font-weight: 400;\">financial services communications platforms<\/span><\/a><span style=\"font-weight: 400;\"> feature multiple layers of security, 24\/7 platform monitoring, and a 99.999 percent uptime service level agreement for high reliability. Encryption between all endpoints keeps your member data safe from unauthorized users.<\/span><\/p>\n<h2><b>RingCentral digitizes credit union communications for a new generation of members<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">RingCentral\u2019s financial services communications platform offers credit unions the digital capabilities credit unions need to stay relevant to a new, younger member demographic. Our secure, robust solution gives members flexible communication channels to connect with your credit union. To learn more,<\/span><a href=\"https:\/\/www.ringcentral.com\/office\/industry-solutions\/business-communications-for-financial-services.html#banking\"> <span style=\"font-weight: 400;\">get a demo<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Highlights: Credit unions need to recruit younger members to remain competitive To recruit younger members, one of the things they must offer is digital communications A financial services communications platform gives young members flexible communication channel options, self-service capabilities, and high levels of security Credit unions face a challenge: their membership is aging, and members\u2019 &#8230;<\/p>\n","protected":false},"author":29,"featured_media":49140,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[18836],"tags":[40798,6624,3865],"class_list":["post-49139","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-financial-services","tag-credit-union","tag-digital-communications","tag-financial-services"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v19.3 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Attract younger members with digital technologies | RingCentral Blog<\/title>\n<meta name=\"description\" content=\"How can credit unions attract the next generation? 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