Tom Glatt, Jr’s most recent CUinsight article “Yee Haw! Last Call!” is now online. The article outlines the precarious position credit unions holding on to “service” as a brand value proposition face any time employees interact with members.
Credit unions banking on “service” to distinguish themselves from other institutions risk engaging members (and potential members) in a similarly vague way. More specifically, if service is not tangible nor defined but must be experienced to understand what it is, members and potential members are left to judge the value of the institution by what is tangible and defined. Namely, locations/delivery channels, products, and price.
The full text of the article can be found at http://www.cuinsight.com/yee-haw-last-call.html
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