NATIONAL HARBOR, Md. — Knowing what you do best and communicating it creatively to members and potential members are among the best ways to improving your credit union and making it more customer friendly.

That's the advice businessman and author Scott McKain gave to attendees today at NAFCU's 42nd Annual Conference and Exhibition.

He said the four keys are: clarity, creativity, communication and a strong focus on the member's experience doing business with your credit union.

McKain urged brutal honesty when doing self assessments.

"Define what you are and aren't and fire clients and prospects outside your strength area," he said.

He also urged people to listen to their customers. McKain said when his company bought a motor coach company they made massive upgrades to the interior of their vehicles only to find that customers, mostly entertainers, wanted better drivers.

Focusing on changes such as that helped them move from fourth in their market to number one, he said.

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