On Tuesday, Sept. 24, Don Peppers, an author of several books oncustomer centric strategies was the keynote speaker at the CUNA Mutual Group's one-day, complimentary symposium in Tampa,Fla., that focused on credit union member centricity.

“Ten years ago, no one would have predicted cell phone makerNokia would become the world's leading camera retailer,” he toldmore than 100 credit union attendees. “And credit unions couldsimilarly position themselves as leaders in the financial servicesindustry 10 years from now, customer centricity.”

Peppers has been recognized by the Times of London as one of itsTop 50 Business Brains and on Accenture's list of the Top 50Business Intellectuals.

“Credit unions have some unique competitive advantages,” Pepperssaid. “Beyond your loyalty and trust, you have a community ofcommon interests among your members. And, your unifying “cause” offinancial security is another competitive interest credit unionshave.”

Peppers spelled out ways credit unions can strengthen the trustand loyalty members have in them and compared credit unions' senseof community to that of the relationship financial services giantUSAA has with its customers.

John Lass, SVP, strategy and business development, CUNA MutualGroup, hosted the event and led the discussion on how credit unionscan win the battle for their members' business.

“The event provided some great insights for credit unions,” Lasssaid. “Our challenge now is where we go with what we've heardtoday.”

Also presenting at the daylong event was Michelle Eten, vicepresident of digital marketing at REI. One of the largest retailconsumer cooperatives in the world, REI has built a hugelysuccessful customer centric retail model while remaining true toits cooperative roots.

Dorothy Leaderer and Jennifer Norr of CUNA Mutual Group'scustomer operations unit also presented on measuring the customerexperience and using data to become more member centric.

PatrickLaPine, CEO, League of Southeastern Credit Unions, calledTuesday's Symposium topic a timely one, given the recent emergencefrom a recession and that non-financials are entering creditunions' space.

“It's a great opportunity for us to review how we're serving ourmembers and responding to their needs,” LaPine said. “Long term,discussions like this help credit unions better understand how tobecome more customer centric institutions.”