Everyone knows you only get one chance to make a good first impression. And depending on the situation, a terrible first impression can cost you a job, a potential mate or the approval of someone you were hoping to win over.

If you're a credit union, it can cost you a member. Think about what that means: The potential for a lifelong financial partnership that includes a $15,000 auto loan, $200,000 mortgage and retirement planning services – gone.  

There is a lot of talk in the industry around member experience and technology. A common message is that members will stick with credit unions that stay ahead of the technology curve. Of course, if that technology isn't perfectly seamless – if it causes any level of frustration or agitation, or requires significant work on the consumer's end – it's totally counterproductive.

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Natasha Chilingerian

Natasha Chilingerian has been immersed in the credit union industry for over a decade. She first joined CU Times in 2011 as a freelance writer, and following a two-year hiatus from 2013-2015, during which time she served as a communications specialist for Xceed Financial Credit Union (now Kinecta Federal Credit Union), she re-joined the CU Times team full-time as managing editor. She was promoted to executive editor in 2019. In the earlier days of her career, Chilingerian focused on news and lifestyle journalism, serving as a writer and editor for numerous regional publications in Oregon, Louisiana, South Carolina and the San Francisco Bay Area. In addition, she holds experience in marketing copywriting for companies in the finance and technology space. At CU Times, she covers People and Community news, cybersecurity, fintech partnerships, marketing, workplace culture, leadership, DEI, branch strategies, digital banking and more. She currently works remotely and splits her time between Southern California and Portland, Ore.