LAS VEGAS — Call the message delivered in Neil Goldman'sCalifornia/Nevada Credit Union Leagues conference keynote adecidedly mixed bag.

Goldman, a longtime researcher into consumer attitudes, saidTuesday that the good news is that many consumers truly dislikebanks.

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“The good news is that banks – with poor service and too manyfees – have opened a lane on the PFI highway,” said Goldman, whoelaborated that means primary financial institution, which is theplace any credit union ought to aspire to be in a member'slife.

“The bad news for credit unions,” elaborated Goldman, “is thatthe lane is filled with roadblocks.”

He pointed to polling where “60% believe the credit union dooris shut to non-members.”

He added that banks “are seen as more comprehensive. Credit unions own personal service and price. But banks owntechnology and convenience” and the worse news is that a generationof consumers is putting a primacy on technology features – such asmobile banking and mobile remote deposit capture – where credit unions have lagged.

“Go mobile. It's the fast lane to more members.”

Goldman also warned that the temptation to impose fees onchecking should be resisted: “This is the key differentiator. For the credit union industry this is the equivalent of theSouthwest Airlines' policy of 'bags fly free',”said Goldman.

Goldman's bottom line: the credit union has an unprecedentedopportunity to capitalize on the weaknesses of banks in theircustomer relations – but credit unions “need to build awareness oftheir benefits.”