These days, many credit union leaders feel like they’re steering a ship against a strong current. The high cost of funds is putting pressure on net interest margins. Loan demand isn’t as predictable. Every decision feels like a balancing act between protecting member value and ensuring the credit union’s own long-term sustainability. You are not alone in feeling this squeeze, it isn’t smooth sailing for anyone right now. And you don’t have to navigate it alone either.
At ServiStar, we believe that while you can’t control the interest rate environment, you can control the experience members have every time they interact with your credit union. In fact, the greatest opportunity for sustainable income growth lives right inside your branches, contact centers, and leadership offices.
Why Member Experience Is the Best Growth Strategy in Tight Times
When margins are under pressure, many organizations look outward to new products, new fees and/or new technology. While these aren’t bad things, credit unions are never going to compete against big financial institutions in these areas. The most successful credit unions start by looking inward:
- A front-line team that’s confident in needs-based conversations uncovers more opportunities to deepen member relationships, and those relationships drive revenue through loans, deposits, and long-term loyalty.
- Leaders who set clear behavioral standards and coach to them create a culture where every employee knows exactly what “living the mission” looks like in action.
- Accountability at all levels ensures that these standards aren’t just words on a poster, rather they’re behaviors your members can feel every time they engage with you.
When members consistently feel understood, valued, and supported, they choose your credit union again and again. They bring more of their business to you. And they tell their friends.
Turning Culture into Measurable Growth
We’ve helped hundreds of credit unions transform their culture into a competitive advantage. The process is straightforward, but powerful:
- Set behavioral standards in alignment with your mission so your entire team knows what great service looks like, sounds like, and feels like.
- Build member-focused skills across your staff so they can confidently identify and meet members’ needs in every conversation.
- Equip leaders with the tools to coach and hold their teams accountable in a way that inspires, not intimidates.
It’s not about chasing “more” for the sake of more. It’s about creating a culture that naturally generates more income because it generates more member loyalty.
A Partner Who’s With You Every Step
We’re here with the proven tools, training, and guidance to help you succeed. Our team knows the credit union world inside and out. We’ve walked in your shoes, and we’ve seen how the right combination of cultural clarity, leadership development, and member experience skills can unlock new revenue streams without sacrificing the member-first values that define your credit union.
If you’re ready to grow income by deepening relationships and elevating your team’s performance, we’re ready to help. Book a call today to start building a growth strategy your members will feel in every interaction.