Don’t be so serious

In my recent quest to clean up the website and try to squeak out some performance gains, I have been looking at different CDN (Content Delivery Network) providers to host all of my static files, like images.  Rackspace has a service they call Cloud Files that enables you to save files to the proverbial “cloud” for $.15 per GB, exactly like Amazon’s S3 offering.  Rackspace, however, has a CDN built in to their online file storage.  Long story short, I went to their site to sign up and try it out.

What in the world does this have to do with credit unions?  Well, I never finished the sign-up process and the next day I received this email:

How cool is that!  Not only can they tell that I didn’t finish the setup process, but they are providing me an incentive to come back and finish.  Credit unions are just beginning to get into opening accounts online, but they can take a page out of the Rackspace playbook.  First off, they have the technology to make this happen, so make sure your online account vendor can do this.  Secondly, they don’t take any kind of holier-than-thou attitude about why the potential member didn’t finish.  Finally, they provide an incentive to come back.  “Outbound calling”, aka hounding indirect auto loan customers, would do well with some like this.

Here’s my version:

Hey Joe,

We noticed that you didn’t complete your online (insert product name here) application yesterday.  If you have any questions about the process or just need someone to talk to, feel free to give me a call directly at 888-888-8888 or call into our Member Service Center at 888-8888-7777.  Oh, and by the way, we really value the business of all of our members, so if you’d like to finish the application online or come into a branch, enter in your discount code of ALMOSTGOTAWAY and we’ll give you another .5% on your (insert product name here).

Robbie Wright

ABC Credit Union