It was great to see guest contributor Terry Jones stress theimportance of credit unions' ability to establish digitalrelationships with their members (“How to Make That DigitalConnection With Today's Consumer,” June 29, page 16). He wasspot-on when he said “face-to-face customer interaction and phonecalls are not going away, but they're no longer enough.”

Credit union members of all ages are finding their comfort zonewith technology. The ability to have anytime, anywhere access tonews, information, products and services is changing memberexpectations.

Today's credit unions must keep up. That means developing astrong online presence, a personalized email messaging program, asystem to offer mobile access and notifications, and aninteractive, two-way marketing focus. Credit unions need to beavailable and make information easily accessible 24/7. It's whattoday's members expect.

We are an industry that was built on personal relationships. Buteven in a relationship business – and I would argue especially in arelationship business–connecting with today's members usingtraditional and digital means is a smart strategy for success. Thetime to make a commitment to digital is now.

Greg Crandell
Executive Vice President
DigitalMailer Inc.
Herndon, Va.