Sept. 1 is my 15th anniversary with CU Times.I've stayed with CU Times through thick and thin –referring to, of course, both the business and myself. Honestly, Ican be loyal to a fault. There have been dark times when I wasasked why I'd stuck around. I wondered myself. It's because CUTimes gave me the chance to be a reporter on a critical beatwhen I had a very sparse resume and no one wanted a writer withvery little experience. But Mike Welch hired me, and he treated hisemployees, readers and clients well.

And I have been rewarded. I have met so many interesting peoplein credit unions and had opportunities I had never even thought todream about. Paul Gentile was teasing me about not being old enoughto rent a car when I flew to Florida for my first company Christmasparty, and at the same time I was interviewing members of Congressand CEOs of large companies wanted to meet me. That shouldn'thappen at 24.

Now I've been the publisher/editor-in-chief for three years, andCU Times is in its 25th year. One of the most rewardingthings to me is the loyalty of our readers and clients. Whenthere's a problem with delivery of our daily newsletter, oureMarketing team is hopping. Not to slight our sister publications,but the eMarketing team has told us we're the only publication thatreceives that kind of where-is-it panic. It's nice to know we'remissed.

People who know me know that I love working in the credit unioncommunity; however, I've heard of some questioning my motivationsfor serving on the board of my credit union. Certainly it helps mein my career, and I'm not ashamed of that. But that's not my onlymotivation.

My credit union saved my marriage. When we were young and dumbwe got ourselves into a financial bind our credit union helped usresolve. That is why I'm loyal to my credit union, and why I serveon the board. I have knowledge and skills to give back.

Service above and beyond is critical to keeping members comingback, even more than – dare I say it – pricing.

Festool is a brand that many of you probably have not heard of,but if you're into woodworking, you know it. It is the mack daddyof woodworking tools. When my father-in-law died recently, myhusband was charged with unloading the hundreds of tools he had,including dozens (and dozens) of Festool products.

Festool really knows its market. It innovates, claiming morethan 300 patents, to make woodworkers' lives easier. It has a tracksaw that is so powerful and precise that it eliminates the need fora table saw. Festool clamps are designed so that they do not get inthe way of the project. The dust collection system is amazing, andthe shopvac is variable speed so woodworkers can connect it to theorbital sander and turn down the suction, plus it doesn't leaveswirl marks.

Even a layman can appreciate the ingenuity that goes into thesetools, and you pay for that. But Festool isn't worried aboutcompeting for the Harry Homeowner who needs a drill now and then.The German company generates loyalty within its field of membershipif you will, boasting 90% brand loyalty.

The tools are backed by phenomenal customer service. Myfather-in-law previously told my husband that Festool repaired anout of warranty tool for free. My husband discovered that one ofhis dad's tools had a funny mechanical smell to it, so he calledcustomer service even though it was well past the three-yearwarranty. Festool gave him an estimate range on the repair andshipping information; it could be free or up to $65. The next daybefore my husband shipped the tool out, he got a call from the samecustomer service agent who told him he had a representative in ourarea and he'd be happy to swing by to pick it up. We were takenaback that this guy not only noted the call but actually followedup. Who does that anymore?

While my husband is just getting started with woodworking andrecently bought his first Festool sander, we already know we'dprefer to wait a bit and spend a little more for a company thatstands behind quality products and empowers its employees to treatcustomers right.

So which is your credit union: The manufacturer of the drill youknow you'll throw away in six months or the 90-year-old companythat understands your members' needs and creates lastingloyalty?