Be A Different Kind of Animal

“Maybe the reason it seems that price is all your customers care about is that you haven’t given them anything else to care about.”
-Seth Godin

I always find it interesting the kinds of answers you get when you ask people what makes a credit union different. It usually comes down to something about having better service and better rates (infer…than banks).

Can we have the best price?  Sure we can. But to truly do it consistently we might have to sell the leather in the lobby and go virtual.

Can we have the best service?  You betcha. But you may have to go beyond just hiring friendly people. It might take a fleet of personal bankers who go to the people.

Can we do both?  Not in a real, sustainable, authentic way. Plus, the world is desensitized to these claims, especially when joined together in the same sentence. It defies economic principles.

{So, why not compete as a different animal altogether?}
Find a unique niche no one else can touch. Tap back into your history and reconnect with the people you were meant to serve. Answer your phone using human beings. Have a loss leader and own a market. Create an interesting experience no one can duplicate. Stand for something. Remove barriers. Try an innovation. Be faster. Create an event that matters. Help people have a better life. Open later. Use humor. Be quirky local. Make big promises and keep them. Help struggling small businesses. Hire interesting and talented people. Offer a guarantee. Be unexpected. Do random acts of kindness. Be pet-friendly. Tell a good story. Create new holidays. Be visible. Reward loyalty. Replace lollipops with fortune cookies. Teach. Celebrate member successes. Remove subtlety. Promote member businesses. Write handwritten notes. Package products for unique markets. Remove the mousetype. Don’t follow the herd. Make people feel they are part of something greater than themselves. Be the first. Have a contest. Give permission to your staff to change lives. Create a blog on a subject that members deeply care about. Help parents raise money-wise children. Build a branch that people have to talk about. Simplify. Charge fees to change behavior. Solve problems. Vow to never print anything on paper again. Help a charity get off the ground. Have humans available 24 hours a day. Have happy hour. Stick to your principles.

Be brave. Be lovable. Be wildly different…


About giraphcu

Greetings and salutations! Welcome to gira{ph}, a strategic marketing firm that helps credit unions amplify their greatness to create chemistry with consumers. The credit union movement has given so much to us. This is our way of giving back. Enjoy!
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