Member Education: The Final Piece of the EMV Puzzle

Credit unions are feeling the pressure of the fraud liability shift taking place in roughly four months. While many large U.S. banks are in the process of executing EMV migration plans, some credit unions are still trying to determine where to start. This is understandable, as the road to EMV might seem like a daunting task that includes several time-consuming initiatives. Starting the migration process as early as possible with a well-planned strategy can ensure that no part of the migration is overlooked.

Lessons learned from prior EMV deployments are an invaluable resource to the EMV strategy and planning happening today. Developed countries across the globe have already experienced the challenges and successes of EMV migrations. For example, it has been a common theme that complex backend infrastructure updates and compliance requirements make it easy to focus solely on the technical details of a migration. Updating profiles, card manufacturing, customization, issuance, personalization and updating ATMs are just some of the technology-centric decisions to be made. While these decisions are undeniably important, member education is an equally integral piece of the puzzle that cannot be overlooked.

A strong EMV education plan ensures that during the move to EMV, consumers are aware, comfortable and accepting of the EMV change. This is no small feat. It takes time to build awareness and influence with current and potential cardholders. Implementing an education program now means that credit unions and their membership base can mutually make the most out of the shift to EMV.