I’d like to chime in on the question of credit unions not using the words “bank” and “banking” in their vocabularies. I don’t think any credit union has enough money to persuade members (and non-members) to use as yet unidentified alternatives for what have become generic terms for financial services. Even now, members who have been with the credit union for 20, 30, and more years describe their relationship as “banking” with the credit union. Credit unions should focus their resources on delivering member service that truly differentiates them in the market – that will be the route to member satisfaction and long-term financial success for the credit union itself. James Moore SVP, Corporate Communications and Development Ent FCU Colorado Springs, Colo.

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