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CO-OP Financial Services Blog: Insight Vault

Posts Tagged ‘Credit Unions’

It’s Not a Matter of If, but When

General / by Kim Hester Executive Vice President, Network Services

Major events such as earthquakes, floods or fires demonstrate the importance of credit unions having a disaster recovery (DR) plan in place so they can successfully respond and recover from a disaster.

Disaster planning is critical and should be given attention year round, not just following a major event.

If you don’t have a plan, you need one and not just because NCUA and your state regulator wants it, but because your credit union members expect it.

Your disaster recovery plan needs to take into account different levels of disaster or crisis. Fortunately most events are more like crises rather than disasters, such as power loss or telecommunications outages that affect your ATMs or data center mainframe systems. Your DR plan needs to be flexible to cover major events as well as not so major crisis situations. Your plan should have top management sponsorship and commitment.

You might consider engaging DR/business continuity (BC) consultants to assess, design and implement best practices in operational and technological infrastructure.

The plan should establish business unit accountability for managing the DR/BC plans and have a year round training awareness curriculum making all stakeholders aware of their roles and responsibilities.

The most important part of your plan is the testing phase. At CO-OP Financial Services, following the culmination of nearly a year long planning effort, we conducted a DR/BC drill last November 2009 with 30 employees representing all departments at a local hotel. Our DR portal successfully accessed the DR servers in Southfield, Mich. and all applications were tested. Our phone system was successfully tested in December of 2009.

You need to create and test actual down time scenarios. It’s too late to test when the event happens.

Don’t let the plan sit on a shelf gathering dust. On an ongoing basis you need to train your staff, and conduct operational and infrastructure testing to identify, remediate and enhance any identified critical and non-critical items in support of your DR/BC program.

Credit unions exist to serve their members, but without being prepared with a DR plan you can’t guarantee your members access to their money or other needed services. Preparedness is the key to managing through emergency situations and minimizing service interruptions that will give your members confidence in their credit union.

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National Brand Should Be a Natural For Credit Unions

General / by Samantha Paxson Vice President, Marketing

I have believed for a long time that credit unions should first lift the value of the credit union space and then communicate and differentiate their individual brands. To win members from banks, we need to tell the larger credit union story. Though attempts have been made, we’ve never quite gotten it right because we’ve never found a way execute well on a national scale.

The reason this is so critical is many, many consumers truly don’t understand what credit unions are all about. More specifically, they are not quite sure why credit unions might, indeed, be a more attractive option than a bank. It seems that we market in a competitive fight to gain the same piece of credit union consumer market share, rather than coming together to go after the population that banks with a bank. Although our industry is feeling the heavy burden of the economic downturn, negative growth, consolidation, regulation and legislative issues, there is a hot opportunity to cooperate as a movement and take advantage of the distrust and distaste of banks.

The credit union brand in its most organic, natural state is trustworthy, selfless, sincere, honorable, democratic, honest, hardworking and downright American. It is in the fabric of our character to share, work together and deliver what’s good for our members, not our shareholders. These values are what the financial consumer is hungry for right now. Wouldn’t it be the ultimate coup d’état if we could cooperate on a national scale and actually get it done? Come to think of it, that’s what credit unions are all about – cooperation! A nationwide, grassroots, “of the people, by the people, for the people” awareness campaign coupled with a more traditional media effort, would make a big difference – if it’s done well.

We would need to be careful to simplify our message around the value of credit unions overall, differentiating credit unions from banks and helping consumers emotionally connect with the reasons why they should pick the good guys. Because that’s who we are. The Milk Advisory Board has disciplined itself to stick with one campaign and a single message and stay with it. We would need to have the will-power as a movement to do the same.

Though the time to strike is now, questions remain. How do we get the message right, get the funding together and mobilize quickly without bogging ourselves down in bureaucracy, individual agendas and marketing by committee? How do we elevate our collective marketing effort without it being slick and bank-like, but instead communicate our value in a fresh, authentic and enthusiastic way? It may be “Pollyanna” of me, but if we could come together nationally, find a way to make it work and deliver the very compelling facts about credit unions, we could make a big impact on our industry and gain the membership numbers we’ve never believed were attainable.

I would like nothing more than to see credit unions and all those prospective credit union members out there searching for an alternative to their crummy banks, actually come out ahead in this recession. With the right strategy, sometimes the good guys actually do finish first.

Readers of Insight Vault, what do you think?

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