Improve Credit Union Operations Through Digital Transformations

17 Jan 23

Learn how to improve credit union operations and member services with this expert digital transformations panel discussion to support revenue growth.

Are you ready to take your credit union's member experience to the next level?

Digital transformation is the key to unlocking a new world of efficiency and personalized service. But where do you start? Here’s a summary of a panel discussion we hosted on how credit unions can harness the power of technology to transform their operations and customer service.

The Expert Panel

The panel of experts discussed how credit unions could use digital transformation to improve their operations and member service. Moderated by Greg Steward from the Sales Readiness Group, the panel included Stephen Miller, AVP Retail Services at A+ FCU, Gordon Flammer, CEO of Datava, and Kirk Drake, Co-Founder of CU2. 

The discussion yielded several key points, but these three were particularly noteworthy:

#1 The Importance of Member Experience

One key takeaway from the panel discussion was the importance of customer experience.

Stephen Miller, AVP of Retail Services at A+ FCU, highlighted how A+ FCU is leveraging technology to transform their in-branch and online experiences. He also suggested that credit unions focus on creating a personalized experience by employing the right technology and data analytics. Gordon Flammer added that credit unions must equip their staff with the right tools to provide a consultative experience.

#2 Embracing Innovation and Risks

The panelists also discussed the need for credit unions to embrace innovation and be open to taking risks.

Stephen Miller suggested that credit unions should evaluate the risk vs. reward of each project and constantly measure success. Kirk Drake recommended that credit unions create an environment where failure is seen as an opportunity to learn.

#3 Finding New Technologies

One of the critical questions posed to the panelists was, “how and where are credit unions seeking out new technologies to help with their member and sales experience?”

While conferences can be a great place to find new technologies, the expense and time investment to attend in person can be cumbersome. So instead, the panelists recommend talking with peers to share best practices and lessons learned. Whether through a private mastermind group or your local chapter or league, learning from other credit union practitioners is one of the most dependable ways to learn about new technologies.

In a Nutshell

Overall, the panelists highlighted the importance of engaging members where they live.

Digital transformation increases efficiency improves the member experience, and helps credit unions keep pace with the many digital banking options available to consumers today. This also highlights the importance of member interaction. Whether in-person or online, the service CUs provide separates them from the big banks and online-only financial institutions.

While technology opens the door, CU's approach to educating and consulting with its members it's what unlocks the relationship.

If you're a credit union looking to improve in these areas, consider reaching out to experts in the field for guidance and support.

At SRG, we understand the importance of this transformation and have developed our Consultative Conversations program specifically to help credit unions change their sales culture and improve member relationships. To learn more about how we can help your credit union, visit:

Sales Training Research Report by Sales Readiness Group


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