ST. PETERSBURG, Fla. — Ken Schmidt, former communication strategist for Harley-Davidson Motor Co., outlined for credit union executives attending Card Services for Credit Unions' 2013 conference the way the need to change their communication with members to motivate them into loving their credit unions.
The problem with the financial service industry is that so many institutions are, as far as the consumer is concerned, essentially the same and the ways that credit unions so often use to communicate their difference to the public is by appealing to logic with facts about interest rates and fee policies.
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"People almost never make decisions based on logic and facts. That's not the way the world works," Schmidt said Thursday in his session at the Vinoy Renaissance. "People make decisions based on emotions. I like you or I don't like you. I want that or I don't want that. I trust you or I don't trust you," he said.
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