Like so many other CUs, mine made the switch to EMV cards several weeks ago. Monday was the day that the non-chip cards were turned off. Like many members, I chose to ignore the warning and waited until my non-chip card stopped working to do anything about it.
When I called the 800# to activate my EMV card, my PIN didn’t work so I was told, by the #800 recording, to call the CU during regular business hours to activate the card – that’s cool, it was my fault for waiting, so I called the CU.
Here’s what happened.
You would think that a Marketing professional who works with as many credit unions as I do would pay more attention.
Like so many other CUs, mine made the switch to EMV cards several weeks ago. Monday was the day that the non-chip cards were turned off. Like many members, I chose to ignore the warning and waited until my non-chip card stopped working to do anything about it.
When I called the 800# to activate my EMV card, my PIN didn’t work so I was told, by the #800 recording, to call the CU during regular business hours to activate the card – that’s cool, it was my fault for waiting, so I called the CU. Here’s what happened.
Once I reached the Digital Banking Representative (DBR) I explained that I tried to call to activate the card, the PIN didn’t work and the recording said to call her to activate it.
DBR: Mr. Gagliano, my records say that you were on vacation, are you still out of town?
Me: No, I’m back home.
DBR: Then you will need to come into a branch to activate your card.
Me: Coming off of vacation, I really don’t have time to swing by a branch today. Is there a regulation that says it has to be done in person?
DBR: No. Since the card can access your account, it’s for your security.
Me: I understand that, but I can easily provide any ID verification information you need so we can do this right now.
DBR: We’re told that you have to do it in person.
Me: But you asked if I was out of town … if I was still gone, would you be able to activate the card?
DBR: Yes, in the case of an emergency we can activate the card over the phone.
Now, I’m annoyed and the Member-Service Nerd in me takes over.
Me: Like I said, since I moved across town last year, your branch really isn’t close and I don’t have the time to drive in today. But I need the card. It would actually be easier for me to drive to XYZ Credit Union, who is closer, and just start a new account with them.
Yes, this was clearly meant to be a threat … and a test.
DBR: I’m sorry sir, but unless you come in, there’s really nothing I can do.
We hang up with the mutual understanding that if I wanted to use my debit card I would either drive out of my way to go to the branch or change checking accounts … and the DBR was OK with EITHER option.
Holy $%&*, that just happened!!!
- The recording set an expectation that I can activate by calling the CU.
- There was a process to activate the card without troubling the customer – even if it wasn’t the “preferred” method.
- She is going to let me leave rather than risk someone questioning her actions internally.
If a member or customer LEAVING you isn’t a fricking EMERGENCY, what the hell is?
Please, please, please … because I love you and your credit union or community bank … stop what you’re doing and make sure that your front line understands that a lost customer IS an emergency.
