By Dr. Art Harper
With fewer than 50 days remaining before we hit the EMV liability shift deadline on Oct. 1, more and more credit unions are asking themselves what steps they should take to ensure the transition is as seamless as possible for their members.
Below are several best practices and tips for educating staff and members about this new technology. Adhering to these suggestions will not only improve the overall member experience, but will also help minimize calls and complaints to your call center and in-branch visits by members confused about their new EMV card.
Staff Communication
1) Share locations: Educate staff with clear and concise information about EMV locations, including which countries are PIN centric and what U.S. locations have enabled their POS terminals to accept EMV cards. Make sure to provide updates along the way as more locations adopt the technology.
2) Be transparent: Let your staff know that this transition is a living educational process and there will be changes over the next few years as we move through the various stages of the liability shift. There will likely be adjustments and modifications along the way as more adopters come on board.
3) Share personal experiences: Since your internal test group has worked with the technology firsthand, encourage them to provide information and specific examples on their experiences, both positive and challenging. They will have important inside knowledge that will give staff a comprehensive, unbiased look at the technology.
4) Stay positive: With any payment change process, we will always be learning as we go. There will likely be kinks at the start that will eventually get worked out. Remind staff to keep a positive attitude and avoid becoming frustrated.
5) Cover all bases: If you did a mass reissue of members’ cards, it is important to cover this topic when speaking with staff. Advise everyone to remind members they will need to update any reoccurring payments with their new card number if it was changed.
Member Communication
6) Outline information: Place pertinent information directly on the card carrier outlining what the EMV card is and how it will benefit each credit union. Make sure your call center is ready to answer any questions that may arise during the transition.
7) Provide updates: Let members know that not all merchants will accept EMV by October, and that some may never choose to upgrade to the technology. Provide new information and updates to members about participating merchants as it becomes available.
8) Update your website: Make sure to include information on your website, providing basic facts about EMV, where EMV can be used, what to do when you’re overseas, links to instructional videos, etc. Then give members an insert with the card carrier that directs them to your website for additional information and guidance. Be sure to continually update your site as new information becomes available.
PSCU has a history of being first and fast to market with emerging technologies, and EMV is no different. As a leading provider of debit and credit EMV cards, PSCU continues to lead the industry in guiding credit unions through the various stages of the EMV transition, providing valuable tools and resources along the way.
Dr. Arthur (Art) Harper is the director of card payment solutions at PSCU. Leading the EMV initiative at the company that is certified and was the first to issue debit EMV in the credit union market, he has reached and educated more than 1,700 people through internal and external webinars, EMV roadshows and one-on-one meetings.