Larson told attendees that staffers are careful not to put Affinity's name in the initial question but to make it industry generic to get balanced answers. In other words, the question of "why did you come to a credit union and not a bank" is often answered by "great rates," said Larson.

After agreeing with the member "that's true," the engaging process continues with an explanation of the co-op and ownership structure, said Larson.

Sometimes the questioning begins with a simple, "tell me what you know about credit unions," said Larson.

So far the program introduced three weeks ago is working well and "though a few employees were a bit nervous at the start the responses have been good," said Elizabeth Hayes, senior vice president and chief relationship officer.

Employees are encouraged, she said, to discuss pricing and rate structure with members often mentioning that the CU, unlike a bank, is not-for-profit "and is not there to make as much money as it can off you."

One unforeseen benefit of MAP "is that our own employees have a better understanding of credit unions," she said adding that by asking the questions, "it has definitely increased their knowledge."

Hayes said the "Participation Member Program" has been in the works six to eight months and is the result of a "strategic initiative" launched by senior management.

Mason, who joined Larson on the CU Difference panel here, said the member questioning underscores a key part of employee training in ensuring member benefits and service are uppermost in the CU mission.

"Being passionate and emphasizing member value," are a key part of the Affinity culture and those themes are drummed into employee training.

The "help member" mission is emotional and spiritual, she said. Like Larson, Mason credited Affinity President/CEO Kyle Markland with creating that "member value" climate. –[email protected]