Ketelboeter recalled a CUNA survey that found 58% of members who left a credit union bailed out because of what they perceived as indifference.

"People are definitely more outspoken today," Ketelboeter said. However, "Only about 4% of unhappy members will complain. The other 96% simply leave and go to the competition and we don't know why they're leaving."

"So a member who is upset and complaining is really a gift. It's an opportunity to turn a negative situation around. We should open our arms to them, really listen to what they're complaining about and solve their problem."

Ketelboeter said when she was on the front line she actually looked forward to calming members who were yelling and screaming. By the end of the encounter she would observe the member was ecstatic because the situation was resolved.

The biggest challenge, she recalled, occurred when the member was wrong. While there are a lot of gray areas, some things are black and white. If you don't have the money in the account, you can't write the check. It takes skill to calmly and respectfully let the member know they have made an error.

Isn't the customer, or member, always right?

"I don't believe in that," Ketelboeter responded. "I believe the member may not always be right, but the member is always the member. They deserve to be treated with respect and kindness. I teach people they should have two goals. First, repair the membership–apologize, empathize, find solutions. Ultimately you want to keep the member."

She acknowledged it is difficult for a teller or phone center operator not to take it personally when a member is upset and yelling. You have to separate yourself from that, Ketelboeter advised. Identify with that irate member by recalling a run-in you've had with a business. What did the person you contacted do, and how did you feel?

She also agreed people on the front line face most of the impact from irate members. That can be especially true in phone centers, as more and more credit unions rely on them to handle a large volume of member contact.

Unfortunately, she noted, members tend to be even more enraged and mean on the phone. The caller can't see the credit union representative nodding in agreement or note the sympathy in their face.

Even so, she believes in a one-and-done approach. Any time a situation can be handled at the first contact, which typically means with a front-line representative, that's what should happen. People dislike being bounced from person to person in order to resolve their problem.

Going back to that member who stormed in upset because he had not received a statement, Ketelboeter suggested the following steps:

-Start by apologizing. You're so sorry that happened.

-Move on to empathy. You understand how frustrating the situation is.

-Verify the status of the account.

-Print out a statement at no cost.

-Explain you will let the IT department know so they can try to pinpoint what happened.

You can then–but only then–point out the possibility of the member signing up for online statements.

Ketelboeter recommended following up by calling the member the next month to make certain they received a statement and the problem is resolved.

Notifying management of the problem is also a good idea, she added. Perhaps other members have been affected or maybe those in a certain zip code or whose accounts were opened prior to a certain date. Armed with that information, the credit union can take a proactive approach rather than waiting for other members to complain.

"Put yourself in the member's shoes," Ketelboeter urged.

"Don't quote policy. That's the last thing they want to hear. Never blame anyone. Present a united front."

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