BofA announced that it will not begin charging the $5 per monthfee for using debit cards. I heard on the news this morning thatthe consumer won a big battle. Good for us! But good the creditunion movement?

Yes, I believe consumers are better off with a credit union thana bank. But if we allow the banks to create our mantra (no big feeshere), then are we really the masters of our own destiny? Is thatwhat we want the average Joe and Jane who know little about us tounderstand? That we just don’t charge the big fees like the bigbanks? Is that enough reason to change financial institutions? Idon’t think that has enough oomph.

The question is as it always has been, what differentiatescredit unions from banks? Why us and not them?

I have challenged my own staff that 2011 would be the year ofdoing our jobs plus. What’s the plus? It can be many things.

Ask for the business. We are far too polite too many times. Whatwe offer is great, so ask for the business.

Deepen the relationship. We know our members well. We probablyknow their children, their activities and where they live. Offeringpersonalized solutions that will help them save more money, makemore money, save them time and protect their assets can have alasting impact.

All fronts involved. It’s no longer about front office vs. theback office. My deposit operations staff interacts with members allthe time. They can help build deeper relationships by simply askinga few simple questions after the initial transaction.

Question the process. Challenge the status quo and findefficiencies everywhere. Look at your daily work from a differentangle and find ways to improve. Communicate with others what youknow to help them become better at what they know. If there is abetter way to do something, do it.

Leverage our technology. We have invested hundreds of thousandsof dollars into great technology. Squeeze every drop of thatinvestment out to serve our members better. Hold our vendorsaccountable. Hold each other accountable to make the most of ourtools.

We are the difference in the credit union movement. Our shopsoffer the same or similar products and services as most every otherbank. But we have something they don’t. We have us. We need tobecome more knowledgeable, more tenacious in finding solutions,more passionate about helping others and more proud of how we serveour communities. This is the credit union difference.

It’s not about fees.

Jim Johnson
VP MemberServices
3Rivers FCU
Fort Wayne,Ind.