Tarrah Palomino-Prim, assistant vice president of Web servicesat SAFE Credit Union, believes there’s no such thing as an idea toocrazy for consideration.

“When you want to find a way to provide exceptional experiencesfor members there can’t be limitations. Even if it is a crazy idea,let’s discuss it not slam the door shut,” said Palomino-Prim of theinnovative process at the $1.7 billion credit union.

“I really encourage the team and myself to go outside thebox and to push the envelope by not accepting the answer ‘no’without an explanation of why it’s not beneficial or the bestapproach. I feel strongly about that. If you expect to find asolution, it comes from great thoughts and making sure everyone’sheard. Never turn your ears off, listen for clues of what’s beingattempted, ask questions like ‘what are you solving for’ and as yougo through the journey it’s then the right solutions begin to becreated.”

She’s harnessed and infused that same open, positive energy toher current role.

“I didn’t imagine this for myself but I always wanted to be in aleadership role or have more of a say in being a part of thedirection of something bigger,” said Palomino-Prim. “Leaders inparticular need to have a higher sensitivity to what’s going on.We’re all being asked to do more with less these days and I thinkthe way to lead through that is to ensure that employees’ needs aremet when they’re at work and to help meet their needs elsewhere,whether it means allowing them to work from home or offering theopportunity for some flexibility and happiness.”

She added that she feels lucky to be in an environment andculture that supports the innovative process.

“I have a huge passion for what I do and our team dynamic is oneof such positive energy,” said Palomino-Prim. “Some days may beharder than others but I think everyday challenges offer anopportunity to figure out how to improve whatever scenario you’redealing with and move forward. Negativity won’t help you reach theright solution.”

She said that having the chance to not only look ahead to what’snext but be a part of solving for those future endeavors has beenbetter than she ever could have imagined. Like many, she didn’tknow much about credit unions until a recruiter contacted her aboutan opening at the North Highland, Calif.-based credit union.

“I neverconsidered financial services as far as an industry to be a partof, and here I am six years in and I can’t imagine doing anythingelse,” joked Palomino-Prim. “I’ve always been interested in theend-to-end user experience and program management so this has justbeen a perfect fit for me.”

Part of the appeal has been the variety it provides. At anygiven time her team’s project list can be 40-60 items deep.

Some of the projects on tap range from developing an iPadapplication with Intuit for SAFE to deliver money management toolsto members, adding a mobile phone app to SAFE’s remote depositcapture program, to adding payroll processing for microbusiness,which allows small businesses to have automated payroll, directdeposit and other services.

In addition to moving the procedure manual to Microsoft'sSharepoint software, she has also been working on improving thefront-line software to give employees a more sophisticatednext-to-sell information to help improve member cross sales andefficiency.

SAFE has also been a beta test site for Intuit and Palomino-Primhas been a key part of helping Intuit develop the My Banking homebanking with new features designed to increase member satisfaction.She said the constant generation of great ideas and solutions hasbeen the greatest challenge.

“There are so many dreams that we try to get to and striking abalance can be tricky as you try to be cutting edge,” saidPalomino-Prim. “As far as prioritizing projects it boils down topicking and choosing those that bring members the most value.Technology can be such a huge benefit to an organizationparticularly to have a culture that fosters technology as itrelates to business objectives. When it’s well-aligned, the sky isthe limit.”

She added that changing consumer perceptions can sometimes feellike an uphill battle, and when it comes to technology creditunions somehow lag behind other financial institutions.

“It drives me crazy because it simply isn’t true and in somecases, like cash rewards, I know at SAFE we were nine months aheadof Bank of America and others,” said Palomino-Prim. “We have a lotof work still to do to demonstrate and open consumers’ eyes to thebenefits of being a credit union member not just in our branchesbut online.”

She added that may mean taking a look through a different lensas far as talking to members in the ways they prefer.

“It’s about knocking down walls based on members’ needs andfinancial concerns. So for example, during a live chat at a certainpoint in the process the member can schedule an appointment in thebranch basically giving them the opportunity to convert theexperience into their channel of choice,” said Palomino-Prim.

“A stronger message could be in one portion of buying experiencewhen they choose not to buy on the website and do research. Theycould then convert to an officer. The opportunity lies in how tocapture that information, experience and transition so by the timethey make it in to a mortgage officer at the branch he or she knowsmore about that individual. The credit union’s been able to listenand act without having had a face-to-face conversation.”

Looking ahead to 2012, she said with the payments landscapequickly shifting the time is ripe for credit unions to look at waysto stay ahead of the curve.

“We’re going against parties like Walmart and Google, so weshould at least ensure we have the same understanding of end userneeds so when the time is right we have the right system for theright reason,” said Palomino-Prim.

“It goes back to staying informed and talking to customersbecause you can get disconnected to those you’ve created thesolution for. Understand the population and what’s in their bestinterest not based on what you think it is, but because they’vetold you so. Through conversation we become educated. Don’t assumeyou have all the answers. It’s important to be open and receptiveto discovering what the best answer may be, and at any given time,it might not be yours.”