Credit union membership today is undoubtedly diversifying. Whilethis is a welcomed evolution, it requires supporting a growingnumber of diverse member expectations.

Continuously meeting the needs of existing members is paramount,but credit unions must also work to better engage younger, moreprogressive prospective members. And following last year's BankTransfer Day, there is now a need to satisfy a greater number offormer bank customers that made the switch, highlighting the memberservice that has always separated credit unions from otherfinancial institutions.

Beyond adding new products and services, credit unions shouldalso consider the channel convergence already in process forpromotions, cross selling and service functionality. Channeloptions serve existing and prospective members while enablingcredit unions to improve efficiencies and recognize new operationalcost savings.