Expert Opinion

Leverage Culture & Strategy to Satisfy Member Needs

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Technology provides new and creative ways to connect with members.

Technology is moving at an ever-increasing speed and so is its impact on society. It’s not just your members who are affected – your employees are as well. Credit union leaders, including the board, must be ready. Leadership has a responsibility to stay on top of short-term and longer-term trends. Organizational culture must take societal changes into account, including technology’s growing impact. This ever-present change carries with it both threats and opportunities and your organization’s culture will determine the results.

As many futurists observe, humans have become somewhat cyborg-like with a smartphone glued to their hand and bluetooth buds in their ears. One study described how 25% of millennials glance at their phone every five minutes without an alert to prompt them. There is constant competition for “mindshare” – the level of awareness in the member’s mind that a particular product commands. Ever-increasing information flows continually bombard the member and organizations need to break through the noise to motivate members to act.

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