Credit unions seeking to promote their cards to their members would do well to promote them first to their own front line staff that will, in turn, introduce them to CU members.
The $244 million Complex Community Credit Union, headquartered in Odessa, Texas, wanted to double the number of new credit card accounts it opened each month from 18 to 36. But the credit union soon found that their own staff's ignorance of the details of their card program stood in the way of reaching their goal.
"We polled employees about our card to identify the barriers to cross-selling it," said Lisa Wyman, vice president of marketing for Complex Community Credit Union. "We found our employees didn't realize the value of our card compared to the competition."
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