Data analytics.

Ask any executive, in any conference room in any large credit union in the U.S.: Do you have a digital transformation strategy? You will hear a confident, unequivocal “yes” every time. Catch that same executive in an unguarded moment in the hallway between meetings and ask them: How exactly are you translating that digital transformation strategy into tactical improvements to the processes and technologies you use to acquire, onboard and retain members? You will hear a lot more uncertainty and equivocation.

This is understandable. Digital transformation is hard. It is made exponentially harder when executives in charge of transformational projects attempt to solve every problem and meet every objective, even when those objectives are contradictory. Deliver the best end-to-end digital member experience, but make sure to find a role for our branch network. Grow our portfolio, but minimize credit losses. Fully enable mobile account opening, but stop identity fraud. Maximize profitability and offer acceptance at the same time. Continually modernize processes while staying in compliance with regulations that were written decades ago.

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