It was great to see guest contributor Terry Jones stress the importance of credit unions' ability to establish digital relationships with their members (“How to Make That Digital Connection With Today's Consumer,” June 29, page 16). He was spot-on when he said “face-to-face customer interaction and phone calls are not going away, but they're no longer enough.”

Credit union members of all ages are finding their comfort zone with technology. The ability to have anytime, anywhere access to news, information, products and services is changing member expectations.

Today's credit unions must keep up. That means developing a strong online presence, a personalized email messaging program, a system to offer mobile access and notifications, and an interactive, two-way marketing focus. Credit unions need to be available and make information easily accessible 24/7. It's what today's members expect.

We are an industry that was built on personal relationships. But even in a relationship business – and I would argue especially in a relationship business–connecting with today's members using traditional and digital means is a smart strategy for success. The time to make a commitment to digital is now.

Greg Crandell
Executive Vice President
DigitalMailer Inc.
Herndon, Va.