Marketing

Raise the Bar On Member Service: Six Standards

May 28, 2009
Implementing six minimum service standards has created a strong member service culture at $400 million asset Air Academy Federal Credit Union, Colorado Springs, Colo.—and has had some unexpected benefits as well. “It’s a cliché, but these standards have raised the bar for member service,” says Keith Kauffeld, vice president of... READ MORE

CU Hero 2009: The Winner Is

May 28, 2009
Credit Union Magazine subscribers have chosen Cathie Tierney, CEO of $1.2 billion asset Community First Credit Union, Appleton, Wis., as the 2009 Credit Union Hero of the Year. She’ll receive her award at (and complimentary registration to) the America’s Credit Union Conference & Expo  June 21-24 in Boston. Tierney has... READ MORE

Communication Styles: What's Your Impact on Others?

May 28, 2009
By Stacey Hanke We can’t “not” communicate. Our nonverbal behavior speaks volumes whether we realize it or not. We’ve all heard it before: “Know who you’re talking to and adapt your communication style to your listeners’ style.” As many times as we’ve heard these words to be the key for... READ MORE

Compliance Q&A: ID Theft Red Flags

May 28, 2009
By Valerie Moss Q Are credit unions required to provide member education as a part of their identity theft red flag programs?   A No. The regulation calls for staff training as necessary to implement the program. Even though member education isn't mentioned as a required program element, it’s still... READ MORE

TV Ads In the DVR Age

May 20, 2009
LEAD STORY Have hundreds of cable channels and the popularity of digital video recorders (DVR) rendered credit union television advertising obsolete? Nathan Tothrow doesn’t think so. “A lot of folks say TV advertising is dead because of DVR. But there’s not enough data to make that assertion,” says the vice... READ MORE

Claim to Fame

May 20, 2009
Patrick Totty Insurance is the ultimate membership development tool. Selling insurance is a value-added service credit unions can offer to build revenue and member appreciation. Three insurance representatives explain their companies’ respective approaches to serving credit unions. Grow membership Bob Hunt views his role at Conseco Inc. as providing “membership... READ MORE

Survival of the Fittest

May 20, 2009
Darla Dernovsek CUs pump up strategies to attract and retain members during tough times. Even before the depth of the current recession was apparent, $1.7 billion asset CommunityAmerica Credit Union, Lenexa, Kan., knew some members needed financial makeovers. So the credit union created a promotional campaign inviting members to apply... READ MORE

Member Potential

May 20, 2009
Ann Hayes Peterson What do nonmembers want from CUs? National research offers insights. Hard to imagine the Great Recession could offer credit unions a great opportunity to bring in new members. But that’s Jon Haller’s view. To credit unions faced with stagnant member growth, he has this advice: Carpe diem,... READ MORE

Marketing: Do More With Less

April 27, 2009
LEAD STORY Take these steps to get more from your marketing budget, advises Anne Legg, vice president of marketing for $168 million asset Cabrillo Credit Union, San Diego, and chair of the CUNA Mar-keting & Business Development Council Executive Committee: Evaluate processes. Map out your marketing activities and “sculpt” away... READ MORE

A Matter of Time

April 27, 2009
LEAD STORY Promotional messages emphasizing a person’s time and experiences with a product lead to more favorable attitudes and more purchases, according to Stanford Knowledgebase . Researchers Jennifer Aaker and Cassie Mogilner cite MillerCoors’ “It’s Miller Time” and Citigroup’s “Live Richly” as effective campaigns because they focus on the consumer... READ MORE

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Great article! Unfortunately, most employees don’t feel valued or appreciated by their supervisors or employers. In fact, research has shown that the predominant reason team members quit their jobs is because they don’t feel valued. This is in spite of the fact that employee recognition programs have proliferated in the workplace – over 90% of all organizations in the U.S. has some form of employee recognition activities in place. But most employee recognition programs are viewed with skepticism and cynicism – because they aren’t viewed as being genuine in their communication of appreciation. Getting the “employee of the month” award, receiving a certificate of recognition, or a “Way to go, team!” email just don’t get the job done. How do you communicate authentic appreciation? We have found people have different ways that they want to be shown appreciation, and if you don’t communicate in the language of appreciation important to them, you essentially “miss the mark”. Additionally, employees need to receive recognition more than once a year at their performance review. Otherwise, they view the praise as “going through the motions”. A third component of authentic appreciation is that the communication has to be about them personally – not the department, not their group, but something they did. Finally, they have to believe that you mean what you say. How you treat them has to match the words you use. If you are not sure how your team members want to be shown appreciation, the Motivating By Appreciation Inventory (www.appreciationatwork.com/assess) will identify the language of appreciation and specific actions preferred by each employee. You then can create a group profile for your team, so everyone knows how to encourage one another. Remember, employees want to know that they are valued for what they contribute to the success of the organization. And communicating authentic appreciation in the ways they desire it can make the difference between keeping your quality team members or having a negative work environment that everyone wants to leave. Paul White, Ph.D., is the co-author of The 5 Languages of Appreciation in the Workplace with Dr. Gary Chapman.

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