According to industry leaders such as PSCU President and CEO Chuck Fagan, NAFCU CEO Dan Berger, and Suncoast Credit Union SVP of Digital Strategy Jana Manley, leveraging technology to enhance member experiences requires a strategic approach, steering clear of fleeting distractions.
A recent study reveals that 38% of credit unions (CUs) view themselves as technology laggards, marking an increase from 29% in the previous year. This shift reflects not only a decline in technological investment but also a reevaluation of what constitutes genuine innovation.
Berger emphasizes that the decision to adopt technological advancements rests with each individual institution, considering whether these developments align with member preferences and the CU’s economic framework.
Manley highlights a historical trend within the industry, where innovation often manifests as the pursuit of novel services or the allure of shiny new objects—a metaphorical “sparkling squirrel,” as Berger labels it. However, this approach can lead to distractions that consume resources without adequately enhancing the overall user experience.
She critiques the prevalent mindset of merely “bolting on” new products without thorough consideration of their impact on user interactions. The mantra of “build it, and they will come” falls short when applied without a comprehensive understanding of how these additions contribute to member satisfaction.
In light of projected revenue constraints from interchange limitations and card late payment penalties, responsible spending becomes paramount. Suncoast’s Manley stresses the importance of prioritizing digital channels for providing loans to small and medium-sized businesses (SMBs), anticipating a widespread shift toward real-time payments in the near future.
The stakes are high, with more than a quarter of surveyed clients expressing a willingness to switch from their current CUs to more innovative alternatives. Panelists unanimously agree that younger generations, in particular, exhibit lower tolerance for subpar experiences.
Fagan underscores the urgency of meeting evolving consumer expectations, noting that younger demographics are less inclined to tolerate dissatisfaction. As such, credit unions must adapt swiftly to cater to the preferences of these demographic cohorts.
In conclusion, the convergence of financial technology and traditional credit unions presents both challenges and opportunities. By prioritizing strategic technological investments that prioritize member experiences over fleeting distractions, CUs can position themselves for sustainable growth and continued relevance in an increasingly competitive landscape.
