It's been more than half a year since Bank Transfer Day, and weare still feeling the effects of that blockbuster day. Amazingly,it's still in the news – and not just the industry trades. Itcontinues to permeate the mainstream media, declaring hundreds ofthousands more consumers flocking to credit unions because of theirgrowing distaste for banks. Kudos goes to credit unions forstepping up and to the media for covering this trend that providesconsumers with more options.

With this semi-mass exodus from banks to credit unionscontinuing, how is your organization handling the prospectiveinflux of member newbies? In this case, first impressions arecrucial to attracting and retaining new members. Much of the timethese lost souls are coming from a slick online experience that'shard to beat in the financial services world because of the amountof R&D funding behind it. So what is your credit union doing tocreate a magnetic first impression? Can it meet or beat what abig-time bank has to offer?

Obviously, the very first impression a consumer encounters intoday's increasingly online world is a company's website. The lookand feel of your credit union's website is important to exhibit aprofessional, yet friendly, image that's easy to navigate. But justabout all credit unions have graduated to this look by now being ontheir third, fourth, or fifth website rendition. Once the consumeris hooked with your look – and most definitely your rates andproduct offerings – it's vital to offer a slick and quick newmembership account opening process. This quantifiable firstimpression is key because if you're stuck with a confusing,cumbersome, and questionable online member enrollment process,chances are the throngs of Bank Transfer Day acolytes may meandersomewhere else.

To make matters more complicated, there is a whole new breed offinancial service offers focused on consumers who are strugglingwith traditional banking. These “we-are-not-really-a-bank” banks(a.k.a. Simple.com and Movenbank.com) are trying to make bankingvery, very simple and easy. Call it the Goldilocks syndrome, whichaffects all industries (and financial institutions are nodifferent): that one offers too little, that one too much, but thisone's just right. Credit unions could be the “just right” optionand that's where having an easy onlineaccount opening process can initiate a deep memberrelationship.

To kick off this new relationship, you need to balancesimplicity and ease with ensuring completeness and consistency. Italso has to be easy on your staff for quick processing on thebackend. Credit unions need to work hard creating account-openingsolutions that specifically address these challenges – especiallywhen so many consumers are looking for change. A smooth onlineaccount opening process can be the difference between a deal makerand a deal breaker. Set yourself up to win.

There are many online account-opening solutions, but how many ofthem are really designed to give your credit union control over thenew membership and account opening processes? This “control”includes helping you determine how and what information you want tocollect and how to set up a decision matrix that incorporatesinformation from credit bureau, fraud, and OFAC checks to give youa predictable and efficient process.

In addition, your enrollment and account opening solutionsshould support new membership or account applications regardless ofwhere they come from: online, in the branch, the call center, or inthe mail – and, as we know, everything is headed toward smartphonesand tablets. The general idea here is to provide credit unions witha platform that allows you to open your memberships and accountsthe same way throughout the organization. Consistency is key.

Speed and accessibility are crucial, as well. The onlineprocesses are more efficient and faster for everybody; hence, theycost less to operate. Increased accessibility not only is invitingto prospects, but it allows you to conduct business even when yourdoors are not open. Very empowering to those who want it.

Ultimately, marketing (website, awareness, presence) gets theconsumer into the batter's box. What the account opening processdoes is make it easy to hit a home run. In other words, if theenrollment process is frustrating, there is probably a 100% chancethat person won't be a member – and that sure is important when somany are looking for something new.

Bank Transfer Day, or some semblance of it, could raise its“fight-for-better-financial-services” banner again this year –which may spark another consumer movement toward credit unions. Ifthis is the case, don't turn prospective consumers away with acumbersome online enrollment process. Make sure your accountopening and enrollment process is smart, fast, and accurate thatultimately leaves a positive first impression for a long-lastingrelationship.

Mike Winter ispresident of fiVISION inIndianapolis.