“Nobody cares about your products… people care about their problems. People do not want a relationship with your credit union, they want the benefits a relationship can offer them.”
Not my words, and I wish I could remember whose they were, but I believe they accurately sum up the divide between what credit union members want – and what our existing members and consumers in general need & expect. As long as we insist on telling them things they don’t care about, you can bet that any measure of success will be difficult to achieve. My opinion…we need to tell them more stories. And by that, I mean true member stories about how we’ve helped someone with their life, or the life of their family. Wow…what a concept. Telling someone a story about people helping people – not about products helping people.
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