One of the biggest characteristics preached when it comes to GenY is how we like convenience.

We like information at our fingertips, and we like to seeimmediate results. One of the problems with delivering convenienceis that technology is changing so rapidly. In order to reallydeliver convenience, your credit union has to constantly be lookingto keep up.

When approached with the issue of Gen Y, many credit unionsinsist that they are proactive. They site various types of accountsand services like mobile banking and mobile apps as proof of theirproactive approach.

Last week I tried to download the mobile banking app from mybank to my BlackBerry. I got a message, “This application is notavailable on your device or for your carrier.”

And this kind of disconnect is not limited to financialservices.

I recently received a great gift. The Nike sport kit thatconnects to your iPod. Nike makes a device that attaches to yoursneaker that tracks the miles you run, your pace, the calories yourburn and helps you create work outs for yourself and shows it allon your iPod. When I opened it and went to set it up I found outthat the device is only compatible with certain iPods and the two Iown don't make the list. In order to use it I would have to buy athird, and brand new, iPod.

Technology doesn't always equal convenience. Just having amobile app for your credit union does not mean that you can checkoff convenience on your list to gain Gen Y members and giveyourself a pat on the back.

Delivering on convenience is a never ending job. There arequestions that need to be asked constantly at your creditunion.

What devices are compatible with the app you offer? What phonedevices do the majority of your members use? How can your creditunion still reach those other members with devices that are notcompatible with your app? What are the newest types of phonedevices?

These are questions your employees should constantly beasking.

Convenience also isn't a blanket effort. What is convenient forsome members isn't always convenient for others. There are alwaysgoing to be members that you can't completely satisfy. Learn topick your battles, and the most important thing is to know yourmembers.

Know the type of convenience that matters the most to them.

Not being able to use my bank's mobile app is frustrating, butfor me it is not a deal breaker. Convenience is the fact that mybank's branch is located directly next door to my office, fiveblocks from my home and is open late.

Putting a blanket over Gen Y and saying that having onlinebanking and a mobile app is the convenience we are looking for is adangerous move.

I only switched to a BlackBerry a few weeks ago. Before that, Ihad a regular cell phone and never used mobile banking.

I'm not downplaying the need for technology. My generation isextremely tech-savvy. I am most likely in the minority of mygeneration and behind the tech times. My point is that what isconvenient for one is not necessarily convenient for all.

If you want to deliver to my generation, know your Gen Y membersfirst. Survey us. Find out what we use. Where we want ourinformation to come from and then apply that to the services youoffer us.

When you launch a mobile app find out how many members are usingit and the ages of those members. Find out how frequently they usethe app.

Find out how many of your members visit your branch. Find outwhat branch they visit and how frequently they visit it.

For a recent article I wrote, the person I interviewed broughtup how Hurricane Katrina exposed a weakness in the credit unionsystem.

Many victims of the disaster that were credit union members andhad to relocate were without access to their money. Customers ofbig banks could get access to the closet branch where they wererelocated, but many credit unions did not have branches in thoselocations.

Think ahead and formulate a plan. If you branch was shut downhow would your members get access to their funds? Formrelationships with other credit unions to put a plan intoaction.

Convenience is not a constant. What is convenient one day may beinconvenient the next. Technology is constantly changing andcircumstances are constantly changing. Your credit union needs tomake sure it is keeping up.

How convenient is a service that only half your members can use?If your members had to relocate could they still use your services?These are questions to think about, revisit, and think about againand again.

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