Case Study: Corning Credit Union
Out takes from five different TV commercials were
used by CCU internally for team-building.
High quality, personal service is a competitive advantage at Corning Credit Union. Employees who are willing and able to exceed customer expectations are an important component of success.
Goal: to teach, motivate and reward employees for providing quality service that so surprised and delighted customers that they would tell their friends.
Solution: demonstrate and reinforce the impact that delivering quality service has on the lives of employees and customers. Team-building programs affirmed the joy that comes from being on a successful service team. Company-wide meetings included lively events, contests, awards and out takes from television shoots. TV, radio, point-of-sale and direct mail advertising generated referrals and cross-selling opportunities as customers were reminded of the credit union's promise to serve.
Results: CCU built a culture that differentiates the credit union from other financial institutions, insurance agencies and investment firms and keeps customers coming back for more while also telling friends and family about the benefits of membership.
