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CU System
CUs Have Unique Opportunities, Says Member Centricity Speaker
TAMPA, Fla. (9/26/13)--Credit unions possess competitive opportunities such as a common bond among members and a unifying cause to better their members' financial lives, customer centricity expert Don Peppers told more than 100 credit union attendees at CUNA Mutual Group's one-day Symposium on Tuesday.
 
Click to view larger image Credit unions' sense of community presents a strategic opportunity, customer centricity expert Don Peppers told more than 100 credit union attendees at CUNA Mutual Group's one-day free Symposium in Tampa, Fla. Tuesday. (Photo provided by CUNA Mutual Group)
Peppers headlined the free event, "Battle for the American Consumer: A Symposium on Member Centricity," open to credit unions. Peppers is considered an authority on customer centric strategies. An author of several books on the topic, he has been recognized by the Times of London as one of its "Top 50 Business Brains" and on Accenture's list of the "Top 50 Business Intellectuals."
 
Peppers spelled out ways credit unions can strengthen the trust and loyalty members have in them and compared credit unions' sense of community to that of the relationship financial services giant USAA has with its customers.
 
John Lass, CUNA Mutual Group senior vice president strategy and business development, led off the discussion on how credit unions can win the battle to become their members' primary financial institution. "The event provided some great insights for credit unions," Lass said. "Our challenge now is where we go with what we've heard today."
 
Also presenting at the daylong event was Michelle Eten, vice president of digital marketing at REI. One of the largest retail consumer cooperatives in the world, REI has built a customer centric retail model while remaining true to its cooperative roots.
 
Dorothy Leaderer and Jennifer Norr of CUNA Mutual Group's customer operations unit also presented on measuring the customer experience and using data to become more member centric.
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