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, I can be loyal to a fault. There have been dark times when I was asked why I'd stuck around. I wondered myself. It's because CU Times gave me the chance to be a reporter on a critical beat when I had a very sparse resume and no one wanted a writer with very little experience. But Mike Welch hired me, and he treated his employees, readers and clients well.

And I have been rewarded. I have met so many interesting people in credit unions and had opportunities I had never even thought to dream about. Paul Gentile was teasing me about not being old enough to rent a car when I flew to Florida for my first company Christmas party, and at the same time I was interviewing members of Congress and CEOs of large companies wanted to meet me. That shouldn't happen at 24.

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

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

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

Service above and beyond is critical to keeping members coming back, 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 daddy of woodworking tools. When my father-in-law died recently, my husband 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 more than 300 patents, to make woodworkers' lives easier. It has a track saw that is so powerful and precise that it eliminates the need for a table saw. Festool clamps are designed so that they do not get in the way of the project. The dust collection system is amazing, and the shopvac is variable speed so woodworkers can connect it to the orbital sander and turn down the suction, plus it doesn't leave swirl marks.

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

The tools are backed by phenomenal customer service. My father-in-law previously told my husband that Festool repaired an out of warranty tool for free. My husband discovered that one of his dad's tools had a funny mechanical smell to it, so he called customer service even though it was well past the three-year warranty. Festool gave him an estimate range on the repair and shipping information; it could be free or up to $65. The next day before my husband shipped the tool out, he got a call from the same customer service agent who told him he had a representative in our area and he'd be happy to swing by to pick it up. We were taken aback that this guy not only noted the call but actually followed up. Who does that anymore?

While my husband is just getting started with woodworking and recently bought his first Festool sander, we already know we'd prefer to wait a bit and spend a little more for a company that stands behind quality products and empowers its employees to treat customers right.

So which is your credit union: The manufacturer of the drill you know you'll throw away in six months or the 90-year-old company that understands your members' needs and creates lasting loyalty?

Instant Insights /

Loyalty: You Can Take That to the Credit Union

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