09/30/2009

Thing 22 of 30: act like there is no tomorrow

By Tim McAlpine

September is 30 things I would implement or consider implementing at my credit union if I was a credit union leader.

Thing 22: act like there is no tomorrow

Have you noticed that things are changing pretty fast? That the status quo gets you nowhere? Did you know that technology is changing everything and putting the consumer in charge of every facet of their lives?

Established service industries are being turned on their heads. Here's a few examples:

• The Internet has all but killed the printed daily newspaper business. The publishing titans did not see that coming.
• The iTunes Store has changed the way consumers buy music. Record stores are gone. iTunes is now the #1 music retailer in the world. It has no physical presence and it did not exist five years ago. The recording industry did not see that coming.
• Netflix is doing the same thing to the movie rental business. I'll bet Blockbuster did not see that coming.
• Tivo has changed the way we consume television. The traditional 'Madison Avenue' ad agencies did not see that coming and have yet to adapt from the 30-second (skippable) spot mentality.
• The Amazon Kindle is attempting to do the same thing to the book publishing industry. I'll bet the print industry didn't see that coming.

If anything, history repeats itself. Old business models don't last forever. It's ironic that credit unions are celebrating 100 years of history. And in all of this celebration of the past, there is very little talk of the future.

There was an event held in New York yesterday called Finovate2009. About 50 companies gave seven-minute demos of their products.

That's about 50 companies all thinking and doing something about the future. About 50 companies all trying to be the iTunes that sets the traditional banking industry on its head. Where were the credit unions? Here is a Twitter search to read the real-time buzz from yesterday.

The irony of Finovate 2009 was that the best of show winner was Kasasa. (read Kasasa: A third-party national checking brand on the Financial Brand for a really good overview). Kasasa is reinventing the most basic of financial products—the checking account. The very domain of the credit union. What they have done is revolutionary. And simple. And awesome.

If I was the leader of a credit union, I would remember the past but I would spend way more time thinking about the future and less time sitting on our laurels.

UPDATE: Morriss Partee added a video link in the comments. It proves the point so well, that I have embedded it below.

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09/29/2009

Thing 21 of 30: implement a white-label PFM

By Tim McAlpine

September is 30 things I would implement or consider implementing at my credit union if I was a credit union leader.

Thing 21: implement a white-label PFM

Just as soon as we replaced that nasty-10-year-old website at my fictitious credit union, I would jump straight to implementing a personal financial management tool (PFM) inside my credit union's online banking site.

If this PFM term is new to you, imagine the desktop software Quicken or Microsoft Money sitting right inside your online banking system with robust budgeting and tagging (categorization of income and expenses) right there, without requiring your members to download or manually enter transaction data.

Sound impossible? Or futuristic? Not only is it possible and available right now, there are a number of vendors clamoring to offer this service to banks and credit unions.

Web service firms like Mint.com have been doing a bang-up job of sucking the data right out of your credit union online banking sites and giving consumers a slick representation of all of their accounts at various financial institutions for a while now.

You can either live with this reality or fight back with a white-label PFM that sits right inside your online banking system and gives your members everything they need without having to rely on a third-party.

I have personal experience with the public Wesabe service, and I would give it five out of five stars. Wesabe is now offering a white-label version called Springboard. In addition, I know of a number of others worth checking out. Jwaala MoneyTracker, Geezeo, FinanceWorks from Digital Insights and a local Canadian company, PennyMinder. I am sure there are more, but this will give you a good start.

I know in Canada, many credit unions are on a standardized online banking system and having a PFM may not be available to you. You need to pressure your provider to put it on their roadmap pronto. There is a tremendous opportunity for credit unions to differentiate themselves if they can implement a robust PFM solution before their bank competitors.

If you believe this is a passing fad for a niche audience, ask yourself, "Why did Intuit, the makers of Quicken, QuickBooks and QuickTax, just pay $170 million for Mint.com?"

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09/28/2009

Thing 20 of 30: take a Filene open-source idea and run with it

By Tim McAlpine

September is 30 things I would implement or consider implementing at my credit union if I was a credit union leader.

Thing 20: take a Filene open-source idea and run with it

It's tough to come up with big ideas on your own. That's where the Filene Research Institute can help. Its mission is to support research efforts that will ultimately enhance the well-being of consumers and assist credit unions in adapting to rapidly changing economic, legal and social environments.

Basically, Filene is charged with coming up with big ideas and then setting them free for credit unions to implement. One of the ways that they do this is through the work of the i3 groups. Filene i3 is made up of a bunch of smart and creative credit union professionals that work to bring ideas to life. These small groups dream up innovative product and promotional ideas, create business cases and prototypes and ultimately package these ideas up for credit unions to take and implement.

There is big fat list of awesome ideas waiting to be brought to life at your credit union.

If I was a credit union leader, I would join Filene, spend some time pouring over all of the wonderful research and the i3 ideas, pick one or two and bring them to life at our credit union.

In fact, there is a whole laundry list of great Gen Y product ideas that a young group of credit union professionals called the CU Tomorrow group came up with that could help you fulfill 'Thing 19.'

Seriously, this sounds like a no-brainer to me!

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09/28/2009

Thing 19 of 30: attract the next generation of credit union members

By Tim McAlpine

September is 30 things I would implement or consider implementing at my credit union if I was a credit union leader.

Thing 19: attract the next generation of credit union members

You knew this had to be one of my 30 things! As you know, I've been yammering away (on my blog, at conferences and in magazine articles) about the need to attract new Generation Y members.

It's no secret that the median age of a North American is 35 and the median age of a credit union member is 47. This 12-year gap is a serious issue that needs to be attacked head-on or credit unions will find themselves going the way of the record stores (remember them?) and the daily newspaper publishers. Want more scary stats, check out one of my previous posts.

I am happy to say that the message is starting to get through. Thanks to heavyweights CUNA, Callahan & Associates, the Filene Research Institute, PSCU Financial Services and Brass Media, broader attention has been cast on this industry-wide issue.

In addition to our four active Young & Free programs, there are quite a few dedicated credit union Gen Y marketing initiatives up and running. This is a good start and it gets me excited to see that a number of credit unions are really taking this issue seriously. However, the 25 to 30 active initiatives that I follow are just scratching the surface. There are 9,000 credit unions in North America and only about 0.3% have committed to doing something. Yikes!

If I was a credit union leader I would make attracting the next generation of credit union members a major priority and I would plan to do something about it in 2010.

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09/28/2009

Thing 18 of 30: lay claim to being first at something

By Tim McAlpine

September is 30 things I would implement or consider implementing at my credit union if I was a credit union leader.

Thing 18: lay claim to being first at something

The credit union industry is better known for its conversative nature than being a group of pioneering innovators. On one hand, this has allowed credit unions to remain safe and sound in times of trouble, but on the other hand, it has also created a group of undifferentiated vanilla organizations that tend to follow instead of leading.

At my fictitious credit union we would concentrate on being first at something. Something radical and new. Something that no other financial institution has done to date.

An example of this kind of outrageous behaviour is premiering today. St. Louis-based Vantage Credit Union has just become the first financial institution to offer banking through Twitter! Here's the introductory tweet for Vantage's new tweetMyMoney service.

What I love about this innovative first is that people will have two reactions. 1. "Wow, that's awesome!" or 2. "OMG, that's stupid!"*

Here is some info from the simple mobile-friendly landing page:

We're excited to introduce the first-of-its-kind banking service via Twitter, available exclusively to Vantage members! View balances, move money and much more using tweetMyMoney.

• Choose to get balances on one or all your deposit accounts
• Get your 'last 5s' on one or all deposit accounts: deposits, withdrawals, checks cleared, transactions
• See what point-of-sale transactions are holding in your checking account and their dollar amounts
• Avoid overdrafts by making transfers from one deposit account to another... on the fly!

Congratulations are in order to the Vantage Credit Union team. I suspect this service will not only be popular with tech-savvy members, it will also attract more new members than producing yet another me-too deposit campaign.

What could you credit union be the first to do? That's the question I would spend time thinking about!

*Actually, those are the two reactions people have about Twitter!

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09/28/2009

We helped Listerhill Credit Union launch Young & Free Alabama today!

By Tim McAlpine

I am excited to unveil Young & Free Alabama for Muscle Shoal's Listerhill Credit Union. I'm so excited because:

• Listerhill is the smallest credit union in the smallest market to date to launch Young & Free. Listerhill is just over $400 million in assets. To date, all Young & Free credit unions have been well beyond $1 billion in assets. We feel strongly that credit unions of all sizes can pull Young & Free off provided that they are committed to the concept from the board and executive right down to the front-line staff.
• We are working with a team that is so fired up about Young & Free. The team at Listerhill has been terrific to work with. The core team that includes Amber, Kristen, Clay, DeAnna, Joyce, Brad, Debbie, Carolyn, Daryl, Tony and Ivan have championed Young & Free and have really made it their own.
• Another Young & Free region is now live and will help in fulfilling our purpose. Alabama, joins Alberta, South Carolina and Texas. Simply put, it is our purpose to help credit unions deepen their relationships with members and to persuade bank customers to become credit union members. We feel that the Young & Free Spokester Challenge has the potential to attract tens of thousands of new members to the credit union movement and Listerhill is another ideal partner.

Here are some of the pieces

Young & Free Alabama microsite

Video: Are you the Voice of  Young & Free Alabama?

Clockwise from top left: print ads, staff information kits and billboards

Here's how the program works:

• Young adults will visit youngfreealabama.com and fill out an application
• Everyone can watch and participate as the applicants are narrowed down to three finalists
• Site visitors will vote for the finalist they think should be the winner
• The winner will receive a full-time position worth $30,000 per year, a MacBook Pro computer, a Canon HD camcorder and an iPhone
• Prizes will be awarded to the other two finalists as well
• The winning spokesperson is expected to write four text-based blog posts per week, produce one video per week, produce at least one segment for the Living Young & Free Show per month and attend one event as the spokesperson per month

Sandy and I traveled to Muscle Shoals in July. We had a great time getting to know the Listerhill team and also touring around the area. We learned what a meat and three is, what thousands of cicadas sound like, what 90% humidity feels like and that the people of Alabama are incredibly friendly and helpful!

Please take a moment and visit the Young & Free Alabama microsite.

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09/27/2009

BarCampBankBC2: the crystal ball diaries

By Tim McAlpine

Today, William Azaroff hosted BarCampBankBC2 at the Vancity head office. The picture above is the inspired view from the boardroom! William has beat me to the punch with a nice recap of BCBBC2, so rather than just a repeat, I am going to give my thoughts on how this event compared to Seattle in 2007 and BC in 2008. I have enjoyed all three and although they could not have been more different, they do share a common theme—interested parties speculating on what the future might bring.

Seattle, July 2007

Being the first in North America, BarCampBankSeattle was shiny and new and full of discovery and optimism. I remember arriving in Seattle early in the morning not knowing at all what to expect. I was there first and found the tiny address numbers on a very nondescript door. I waited for someone to come. This black Suburban pulls up and this young man jumps out swearing a blue streak about the "guy with the chairs and food" falling through. By this time a couple others had arrived and we all helped him lug about 75 folding chairs through dark hallways and up a small elevator into a really cool space. It was an old building that had been converted into open-plan offices. It had creaky hardwood floors and you could tell that during the week the space was inhabited by a tech start-up.

Turns out the young man in the Suburban was Jesse Robbins, the event organizer. About 60 people were there from all over North America and it was the first time that many credit union bloggers met in person. There was a mix of credit union employees, bankers, analysts, technologists and consultants. The discussions were varied and deep and everyone participated. Online friendships were crystalized in real life and the discussions continued well into the evening throughout a dinner that about 20 people attended. There was a subset of people using Twitter at the event and I remember a discussion around what the heck is Twitter and why would anybody use it?

It had a Woodstock vibe and the pervasive crystal-ball theme was how would social technologies affect the financial services industry? There were a number of entrepreneurial people in the room in the midst of innovating and a lot of speculation on how online personal financial managers, peer-to-peer lending and social media would potentially disrupt the financial services industry. I would rate the experience a 10 out of 10. It was exceptional.

Vancouver, September 2008

Gene, William and I organized the first BarCampBank in Canada. The facility was fantastic—it was held at the downtown campus of BCIT, a technical university. About 70 people attended from 10 different provinces and states. Again, it was a melting pot of people. The discussions were more rooted in the realities of the time. We were in the front-end of the financial crisis and everyone was speculating on what would come. There was great discussions about the differences and similarities between the financial marketplace on either side of the Canada-US border and also the differences between banks and credit unions. Social media and technology were still themes, but the discussions had shifted to the real applications versus blue-ocean thinking. The vibe was less entrepreneurial and more practical.

Again the discussions were in depth, well argued and continued well into the evening as about 30 people continued on to dinner. I would rate the experience 8 out of 10. It was great.

Vancouver, September 2009

Gene, William and I envisioned BarCampBankBC2 as a more low key and local event given the economy and the realities of slashed travel and education budgets. We were able to keep the fee to just $10 because of the generosity of Vancity. We had access to the top floor of Vancity's head office. We ended up using the boardroom and a smaller foyer for each concurrent session. There were about 25 in attendance—mostly from the credit union world including credit union executives, technologists and a board member and also a number of vendors that work with credit unions. We had representation from four BC credit unions including Vancity, Westminster Savings, Community Savings and North Shore Credit Union.  There were also two people attending from Servus Credit Union in Alberta. Folks from Central 1 and Credit Union Central of Alberta were also there.

I liked that the discussions were rooted in the local realities of one of the most robust credit union marketplaces in the world. BC and Alberta are home to the four largest credit unions in Canada. This also made the discussions quite insular compared to my two previous BarCampBank experiences. Four people from Washington and Oregon had planned to attend, but were unable to make it. There were also at least two representatives from major banks that were unable to make it as well. This was disappointing, because I feel that perspectives from different realities and regions add so much to the discussion.

There were good debates about the future of products, branching and digital marketing. I felt the discussion on digital marketing was particularly good because it included e-mail marketing, social media and search engine optimization all in one discussion rather than the typical segmentation that happens. There is a growing realization that social media is just another vehicle that can enable credit unions to listen and to tell their unique stories. Ed Brett hit the nail on the head when he said (something to this effect), "Until we can say that creating compelling content is one of our core competencies, we are staying away from having a presence on Twitter and Facebook?"

Another good discussion centered around channel strategy. What different roles should our branches and websites play? I was impressed with the depth of William's thinking on this subject. He has clearly spent a lot of time thinking about how the web channel is different than the branch channel and how it should not be treated simply as another branch.

Because all of the credit unions represented at BCBBC2 (and half of the credit unions in Canada for that matter) share the same online website and banking system—Central 1 Credit Union's MemberDirect—the meeting felt more like a user group meeting than a freeform open sharing of big ideas typically associated with an unconference. There were three product folks from Central 1 there—Chloe Morrow, Margarita Lurye and Rene Gourley—who added to the conversation and kept it grounded in reality. This was good and bad. Good that the clients (the credit unions) could ask the vendor (Central 1), "can you guys do that?" And bad that it seemed to cap the big idea generation that I have experienced at previous events.

The vibe was good and everyone enjoyed themselves. It was definitely more low key and local and I was disappointed that it didn't naturally extend into a great dinner with continued discussion. I would rate it 7 out of 10. It was good.

Final thought

During the future of cooperation session, William asked the question, "What if membership to credit unions was optional?" I love this idea. It could really give meat and meaning to the advantages of membership.

The irony of this question hit me on the drive home. The BC credit union system is renowned throughout the world for its cooperation in technology and province-wide marketing. It occurred to me that inter-credit-union cooperation in Canada is mandated unlike the entrepreneurial CUSO environment that has organically sprung up in the US. "What if membership to credit union centrals was optional?" Now that would have made for a great discussion!

P.S. Had Gene Blishen been able to make it, with his Yoda-like comments and wisdom, BCBBC2 would have been exceptional!

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09/24/2009

Thing 17 of 30: use Internet video

By Tim McAlpine

September is 30 things I would implement or consider implementing at my credit union if I was a credit union leader.

Thing 17: use Internet video

Heard of YouTube? Of course you have—it's the most popular website for sharing video on the Internet. It's enables you to post, distribute and embed video on your website or blog for free. With no additional infrustructure necessary on your part. There are many credit unions using video—in fact, there are more than 6,900 video tagged with "credit union" on YouTube. This number doesn't include other popular video sharing sites like Vimeo, Blip TV and Viddler.

Obviously, many credit unions are using video to their advantage, but there are thousands and thousands that are not. If I was a credit union leader, I would use Internet video to communicate our spirit, to promote and demostrate our products and services, to empower our employees, to celebrate our member stories, to train our employees and to give our credit union an approachable personality.

If Mount Lehman Credit Union can buy its 11-employees Flip Mino camcorders, so can you.

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09/23/2009

Thing 16 of 30: be positive and shy away from bank bashing in our branding and marketing

By Tim McAlpine

September is 30 things I would implement or consider implementing at my credit union if I was a credit union leader.

Thing 16: be positive and shy away from bank bashing in our branding and marketing

I like positivity versus negativity in life and in branding and marketing. That's why some credit union campaigns that focus solely on bank bashing rub me the wrong way. Jeffry Pilcher recently wrote a good opinion piece entitled, The ugly downside of bank bashing about this practice and I wholeheartedly agree with his take on the subject. The key questions that Jeffry asks are worth careful consideration:

• How can financial institutions rebuild consumer trust when so many of the industry’s own marketing messages say bankers are untrustworthy scum?
• Do consumers really see a difference between banks and credit unions?
• At what point can the financial industry no longer withstand the mockery, self-loathing and shame it heaps on itself?

Matt Davis, the Credit Union Warrior, recently wrote a great post entitled Bringing back optimism. Matt concludes with this, "Swallow your pride. Spend some money. Take some chances on your members. Be optimistic that in doing this, you are being exactly what you promised your members you would be: a financial institution that they can count on, no matter what."

At my fictitious credit union, I would portray a positive and optimistic image and stay away from heavy-handed bank bashing. I would concentrate on the differentiated traits that make our credit union special rather than constantly pointing out what's wrong with banking.

Unless you can toe the line with an entertainment and educational poke at the differences between the banks and credit unions, bank bashing can leave your potential members depressed versus inspired.

Caveat: if you choose to bash banks, do it exceptionally well

There is always an exception to the rule. Addison Avenue's new Bank Intervention campaign is a heavy handed (and hilarious) bank bashing extravaganza.

After exploring the microsite and watching all of the videos, I had an ear-to-ear smile. It's humorous, exceptionally well executed, the video-script writing is brilliant and the casting of the actors is top-notch. It combines terrific product offers, fun quizzes plus a smart Twitter tie-in. It is bank bashing done right. It works because it is highly entertaining.

 

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09/22/2009

Thing 15: measure something other than satisfaction

By Tim McAlpine

September is 30 things I would implement or consider implementing at my credit union if I was a credit union leader.

Thing 15 of 30: measure something other than satisfaction

The credit union industry loves its member satisfaction surveys. Stats like "95% of our members are satisfied with our credit union" make for great pull quotes in the annual report, but they don't do much to propel your credit union forward. All you have to do is look at the plateaued member-growth numbers to see this fact.

At my fictitious credit union we would concentrate on measuring something else. But to be honest, I am still unsure of what! I am certainly not a research expert, so my first step would be to really explore alternatives to the standard annual long-form member satisfaction survey.

Looking beyond the satisfaction survey, there are two main options to consider.

1. Measure loyalty
   The Net Promoter Score (NPS) is growing in popularity. Denise Wymore has been an advocate of NPS and championed getting the Member Loyalty Group off the ground. From Denise's blog, "I am very passionate about loyalty. And many of you know that I’m a Kool-aid drinking Fred Reichheld NPS purist! That’s why it’s so important that credit unions develop a standard methodology for calculating their relationship Net Promoter Score. The Member Loyalty Group has done just that. The beautiful thing about NPS is its simplicity. Fred Reichheld intended the survey tool to be open source, meaning anyone can do it. You don’t have to hire a statistician to calculate the score. Simply ask a random sample of your members the ultimate question: 'How likely is it that you would recommend the credit union to a friend, family member or co-worker?' on a scale of 0–10. Those that score your credit union a 9 or a 10 are fiercely loyal promoters. They will do three things for you:
   
   1. Buy more from you
   2. Market for you
   3. Tell you how to improve their credit union
    
   Number 3 is done by asking the simple follow-up question 'Why did you answer the way you did?'"
    
2. Measure member advocacy
   Ron Shevlin, a senior research analyst from the Aite Group has this recommendation for credit unions, "Measure customer advocacy (not referral intention). It's a lot more important for credit unions to be perceived as doing what's right for their members than worrying about whether members intend to refer them to family and friends. Why? Because members that think their credit union is an advocate for them will refer them. And referral intention isn't nearly as important as referral behavior."

Denise and Ron are two of my favorite people who just happen to have very different opinions on what credit unions should be measuring. I have heard both arguments on a number of occasions and I do see the merit in both approaches. As a credit union leader, I would make a point of really understanding my options, deciding on the best fit for our credit union and then diligently stick to a standard measurement system over time.

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