Every company has had an infuriated customer phone in and complain. I'm sure your credit union has had plenty. The Alamo Drafthouse Cinema in Austin, Texas received this gem of a voicemail and rather than cowtow and apologize, they posted it to YouTube last week and have racked up more than a million views.
Warning: it's totally uncensored
This is clearly a customer type that the Alamo Drafthouse Cinema would rather not do business with. This is a sign of a confident brand. Branding is as much about saying no as it is about saying yes. Obviously, this is an extreme example, but it brings up the point: Does your credit union know who it doesn't want to do business with? Not simply by mandated geography or seg, but those people that do qualify for membership, but you simply aren't interested in doing business with?
It's interesting that credit union professionals talk about growth, but rarely do they talk about what kind of growth.
P.S. Could you imagine the uproar if a credit union or bank were to post a video like this? Wow!