Steven Sobotta
Director of Marketing
Actors FCU
New York City

We divided the management team–one-third to deal with trials of regulatory burden, NCUA assessments and the effects of the downright nothing short of awful economy. The other two-thirds–business as usual: grow, expand, deliver new products, start new credit union services and don't worry about the rest. If managers were left to tackle both, I am not sure we would have been successful. As a management team, we became very focused on delivering superior products through the lowest cost methods. I am quite confident that a survey of our members would conclude that they not only believe our service levels have improved but so has our convenience.

Wishing to reduce costs, the managers dedicated to operational efficiency sought to increase electronic statement penetration. The other two-thirds teams focused on the future, which included developing a complete suite of electronic services increasing convenience of delivery for members while saving the credit union tens of thousands of dollars. Unemployment levels in Michigan have caused us to focus on delivering member education products that provide them with opportunities to save their homes, finance their child's education, or simply keep food on the kitchen table.

Our mission has always been to provide an environment that delivers high-quality products and services. We now have a heighted awareness that at any time and without much warning, an act of Congress may change our existence, and we must be prepared and ready to transform to survive. 

Patty Campbell
President/CEO
Christian Financial Credit Union
Roseville, Mich.

We track what members want very closely, and we allocate resources accordingly. We know our members want more online and mobile services, and we are delivering. But we also know that a primary touch point is the telephone. We keep close tabs on that. If the phone queue gets too long–for us, that's around two minutes wait time–we shift staff from other functions over to answering calls. That means supervisors, managers, senior managers, even me.

In the branches we also realized that members would be frustrated when they saw a long line to make a deposit but no line to talk to a mortgage loan officer. So now our message is that every employee on the floor in a branch can do anything. The mortgage officer can take your deposit.

Basically, what we try to do is listen to our members. My e-mail address is on the website and members know they can contact me and I will respond. Our philosophy is: If it lands on your desk, it's yours to resolve and that includes me.

I also answer my own phone and, yes, calls do come in. I work to give that member what he or she needs.

We regularly hold focus groups to get more member feedback about what they want from us.

We could do less of this and add more to our net income. But our net income is healthy. What is better for our future is focusing on what we can do to keep member satisfaction high. 

Ken Dyer
CEO
Liberty Bay Credit Union
Boston