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36 posts categorized "Technology"

August 13, 2014

The Hot Swappable Life

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by Ron Daly

A business associate was telling me a crazy story just the other day. He was holding out his credit card to pay for lunch and I noticed it was a shiny, newly-issued card.

"Just get that card?" I asked.

"Yeah," he said, glumly. I was confused.

"Why do you sound so sad about it? You just got a brand new card."

"This is my fourth issue of this card," he said. "Our account information has been compromised four times now."

 You could've knocked me over with a feather. Four times?! He explained that the first time, the card was cloned and used to make several cash withdrawals up and down the Pennsylvania Turnpike. The second time it yielded no charges, but the bank reissued the card to be on the safe side, owing to a hacking attempt they had suffered. The third time the card was issued was because of the Target breach. The fourth was related to another internal breach that occurred recently.

What was so shocking about the most recent reissue, he told me, was how quickly it happened. The card company called his wife on a Friday to tell them about the breach and the reissue. Their cards were deactivated as early as Friday afternoon.

On Sunday morning, there was a knock at their front door. A postal worker (yes, from the Post Office...yes, that Post Office) handed him an envelope. Inside was a new set of cards from the bank.

My original surprise at the number of times their account was compromised was replaced by my surprise at the speed and efficiency exhibited by the issuing bank. Wow, a three day turnaround on new cards? And hand-delivered on a weekend? On a Sunday?

After lunch was over, I checked my messages on my iPhone and saw that some of my apps were due for an update. I noticed one app that I'd updated only a few short days ago. Between that and my friend's "four card monte", I started really thinking about where technology is taking us: toward a hot swappable life.

If you're not familiar with the idea of "Hot Swappable" hardware, think about a USB device. You don't have to unplug or power down your computer to plug in a USB device; you can use it while the computer's still running. Expand that notion to your phone. Your apps don't need the phone to be powered down to upgrade; sometimes, you don't even have to close the app that's being upgraded. 

Bringing those concepts to finance is very interesting to me. Each year, the time between your purchase and the debit being reflected on your account gets shorter and shorter. Card companies are looking to implement Chip-and-PIN as soon as October of next year to improve security. User-to-user money exchanges are becoming more prominent. People are starting to understand the value of data backups.

Your phone gets dropped in a toilet? No worries - just download the contents again from your online account. Your computer gets fried in a lightning storm? Piece of cake - get a new computer and backup from an external disk. Your card information gets compromised? Don't worry, we'll get you some new cards right away. Heck, in another few years, we won't bother mailing new cards. The number will change electronically, instantly.

"Don't slow down. Don't even stop. Keep moving, we'll come through." It's a lofty promise, but I think it's where we're heading. Can you bring that same level of consistency to your members?

Better start thinking about how you can make it happen.

June 17, 2014

There Are No "Quiet Exits" in the Payment Game

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by Ron Daly

By now, you've likely heard the news that the Approved Card, the prepaid financial product promoted by none other than Suze Orman, is shutting down. You probably remember a few years ago when much ruckus was raised over Orman's endorsement of this high-fee product.  Now, Orman is seeking to exit the payment space "quietly", according to the New York Times.

Trouble is, there's no such thing as a "quiet exit" in this space. Who would expect silence after such a loud and hotly-debated entrance? Suze claimed her card would be the beginning of a revolution. 

From The Daily Beast

Even so, the Money Navigator flap was a minor blip compared to the storm Orman ignited in January 2012. That’s when, declaring a “financial revolution,” she launched the Approved Card, a prepaid debit card backed by the Bancorp Bank, the top issuer of prepaid cards in the U.S. “You can always bank on me,” Orman announced during the accompanying promotional blitz.

Well, it would appear the revolution has come to a bitter end. And as far as "always banking" on Orman? That's officially false as of July 1, when the cards will stop working. As for all the critics Suze called "idiots" and publicly shamed for questioning her judgement, I imagine they feel vindicated when they read these words in the New York Times

It is unclear exactly why Ms. Orman’s venture is ending. A spokesman for Bancorp Bank, which ran the back-end systems for Approved, declined to comment, citing a policy of not making statements about its partners. Ms. Orman could not be reached for comment. The website for the card does not appear to have been updated recently, and as of Monday night, had no mention of the card’s status.

If that wasn't enough, my attempts at reaching the Approved Card website turned up an error page. Seems as though someone doesn't want to say anything...which says a lot.

I'm not trying to diminish Ms. Orman's record as a financial adviser; many people adore her and trust her advice implicitly. But I imagine she's going to have a heck of a time explaining what went wrong with the Approved Card to its now-unbanked users...if she bothers explaining at all.

There are no "quiet exits" in the game of payment and finance. If you don't want to do the talking, don't worry - the consumers will do it for you. 

June 09, 2014

Hole in Boat, Version 1.30.19 (Beta)

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by Ron Daly

I'm no Brother Grimm or Mother Goose or any other storyteller by trade, but I do have a little fable I'd love to share. It's about a group of bankers (or "credit-unioneers", in this case) that were sailing a large boat down a river.

The crew all worked very well together, but one day the first mate noticed something was out of the ordinary. For some reason, the ship was lower in the water than it had been the day before. The first mate called the rest of the crew together.

"We've got a problem," he said. "For some reason, the ship is lower in the water than it was a day ago..."

"Nonsense!" cried the helmsman. "This ship is sailing as high and fast as it ever was."

"I don't know...I think we should check for any holes in the boat."

After several hours of deliberation, the crew split up, searched the ship and found the hole. They reconvened on the deck. 

"Well, we need to plug the hole," said the first mate.

"Now, now, let's not get in a big hurry here...that's going to take a lot of time and energy. Do we have what it takes?" said the watchman.

"Yeah, and who's going to pay for all this?" said the helmsman.

"You know, I'm not entirely convinced this is that big of a problem. That hole's been there, what, one whole day and we still haven't sunk?" said the Captain.

The first mate was frustrated. He stomped his feet and huffed and puffed, insisting they had to act on the problem immediately. Finally, he got the crew to (reluctantly) agree to work on the issue. After a few hours of cobbling, they came up with a giant wad of chewing gum. When the gum gave way, they put their heads together yet again and came up with a big bag of corks to plug the hole. When the corks proved too loose, they settled on a broken barrel. They patched up the hole with several planks from the barrel which stopped the water from coming in and grew and shrunk with the other wood on the boat. 

As the crew observed their handy-work and congratulated themselves on a job well done, they noticed something very strange was happening. The sound of loud, rushing water echoed inside the hull. The crew cautiously peeked out of the porthole window and saw a large, rushing waterfall - and noticed they were only seconds away from the edge. With everyone's resources devoted to fixing the hole, there was no navigation, no steering, no planning, no nothing...

And then the ship went over the waterfall.

The End

I 'm pretty sure you get the point. Plugging one "hole" with any given technology only solves that problem. If there's no strategy for electronic users and mobile members, you're going over the falls. Arguing internally about whether or not technological steps forward can be taken or should be taken? That's quibbling. The question that should always be asked: "will this step forward be a step forward for members, too?"

I'll be conducting a webinar on Wednesday, June 11 at 2pm ET in conjunction with CUES. It's called:

Is Your Largest Branch Open for Business?
“eStrategy” for Today’s Financial Institutions

Won't you join us? We'll be talking about all the ways credit unions can enhance their electronic strategy and keep the ship sailing for years to come. Sign up today as a CUES member or register as a guest - the webinar is open to all. I hope to see you there.

May 20, 2014

Blue, Navy Blue

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by Ron Daly

I saw a story on today's CU Watercooler titled "World's Largest Credit Union is Getting Bigger". It would seem that Navy Federal, the biggest dog in the credit union pack, is expanding its reach by another 60 branches nationwide.

From the article:

To keep up with growing membership, which has risen 25 percent since 2012, the credit union is opening 60 new branches across the country by 2016.

And: 

This month, the credit union opened its first “technology concept branch” in Alexandria’s Potomac Yard, marking its 32nd area location.

Yowza. That's a lot of branches, especially when you consider that many banks (and some CU's) are closing branches by the dozen. I did a quick Google search for how many CU's had closed in Q1 of 2014 but didn't find much info. Banks closed 281 branches in Q1, roughing out to about three branches closed every day for three months.

Navy FCU is growing while other institutions are receding. They have the money, the members, and the momentum. I'm sure for a few CU's out there, it might seem like this level of service and growth is unattainable. It might make you feel blue...Navy blue. As blue as you can be.

Don't be! You shouldn't think of your credit union as standing shoulder-to-shoulder with Navy. With $58 billion in assets and this rate of growth, they're by far the largest CU in the world. The average CU has $149 million in assets and typically doesn't serve a group as large in scope as the Department of Defense, all Military branches and their respective families. It's apples and oranges. 

But there are ways of offering Navy Federal-level service to your members. Take a look at this passage from the Washington Post article above:

Instead of traditional teller lines, the 3,300-square-foot [technology concept branch] offers a more interactive experience [...] There are iPads and smartphones on hand to show members how to use the credit union’s mobile apps to make deposits, transfer money and check balances. A kids’ area includes electronic games about financial literacy.

The credit union’s newest members are typically between the ages of 18 and 34, Romano said, adding that they are interested in learning how to use new banking technology.

“When you join, we want to show you all of the different capabilities we have,” Romano said. “It’s sort of like when you buy a car and the [salesman] drives it around the neighborhood and shows you all the features.”

What a stellar idea! Show members first-hand how convenient your virtual branch - the branch you can keep growing, with no regard for real estate prices - really is. Offer them iPads and electronic doo-dads they can play with right there, in the branch, to see how easy they are to use. Give kids games they can play that show the value of the credit union's work. Show people how to use RDC, Online Banking, eStatements...everything. Give them a really good test drive and they'll be much happier.

If you don't have the people-power to get all this done in the first visit, consider using email to fill the gap. Make this discovery process part of the onboarding campaign. Do a great job of educating members on how well the virtual branch works and they won't have to beg you to open 60 new branches...they'll be satisfied with what you've got.

The world of credit union technology is often one of "Me, Too's." You don't have to outspend Navy Federal on branches and advertising to win new members or to keep your current members around. Often, it's as simple as showing them that membership with another CU (or being a customer at a bank) would be very much the same...except for the level of service and care your credit union is willing to provide. Technology gives you a level playing field. Good service gives you an advantage. That's true whether you have three branches or three hundred and ten.

April 18, 2014

Love, e-Merican Style!

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by Ron Daly

Loveemerican

Ahh, love. There's nothing like it in the world. Boy meets girl, boy loses girl, boy goes online to find a new girl, boy meets girl online, boy marries girl online, boy decides it was a doomed relationship from the start and gets divorced online...

Tale as old as time.

"BUT WAIT!" you cry, "You can't get married online, and you certainly can't get divorced online."

Well, I'm here to prove you wrong. Welcome to: 

LOVE, e-MERICAN STYLE! (You can write your own fancy theme music in your head.)

Americans are living their lives online, there's no two ways about it. It takes a certain degree of Internet obsession not only to date online (through eHarmony, Match.com, or any of the dating apps out there), but to get married online. 

There are only a few states in which you can be legally married online, but the posibility exists. A little money, a little wi-fi, an officiant and a Skype-kiss and bing bang boom...you're married. Typically this happens for religious reasons or for troops stationed overseas, but imagine what will happen when the e-Dating set gets hold of this idea. No muss, no fuss, and a heck of a lot cheaper than an actual wedding? It's a great idea. And all your registries can be on Amazon...

So you already took the plunge and it's five years later. The bloom is off the rose. Your once fiery passion you celebrated over the glow of your iPhone has fizzled. What do you do? Well, you already got an online marriage...maybe you need an online divorce.

WeVorce is a San Francisco-based startup that focuses on speeding unhappy couples through the divorce process. Run by a divorced husband/wife couple (no, this isn't The Onion, this is a real company), the goal is to save couples time, money, and the acrimony that often comes with a drawn-out court battle. 

"The average cost of a divorce in this country is $27,000. The average cost of Wevorce is $10,000," according to [Michelle] Crosby[, Founder and CEO]."

WeVorce is already helping couples who are seeking to separate. If Crosby's math is correct and a couple really does get divorced every thirteen seconds in this country, the company will surely see a steady stream of clients in the future.

Tie the Knot? Cut the Knot? Why Not?

I know I'm poking fun, but let me play Devil's Advocate here for just a minute. Let's say you really do want to get married online. If you have witnesses on either end and live where a wedding of that nature can happen, why not? Let's say you want to get divorced but you don't have a ton of money and you don't want to make it a huge production that upsets your family more than needed. Well, why not?

Why not just make it happen online?

It's the drum I've been beating for fourteen years now. If you can make things more efficient and less painful through digital means,  why wouldn't you? Sure, a big, fancy wedding is more fun than an online wedding. But if it's not practical or you don't really want it, why not go online? If you just want to break up and go on with your lives, why not use an online divorce service? If you want to do your banking simply or examine your finances or save your important files, why not use eServices to get it all done?

It's only when we accept that we don't have to have physical contact for these things that we start to overcome our sentimental attachment to the excess associated with them. We get more done and move on with our lives. And that, my friends, is...

LOVE, e-MERICAN STYLE!

March 14, 2014

The Devil, the Details and You.

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by Ron Daly

I was cruising through LinkedIn and saw this post from CU Grow, posted with the intriguing snippet: 

"Let’s be honest, a CEO most likely does not care about the details of the creative as they are more interested in the outcome and value the results of the creative provide."

As a CEO myself, I had to chew that over. Yes, I care about the creative details - I'd like to know they're on-brand and well-done and useful. No, I don't care about every detail - I have to differ creative choices to the creatives I pay to...well, create.

The article is all about KPI's - Key Performance Indicators. What makes a campaign successful? Is it the number of people that click? Is it view/play counts? Is it downloads? 

Chances are, none of these metrics tell you much on their own. Click-throughs matter, but only in the interest of finding how many people bought something on the other end. Views and play counts are nice, but how many of those views can you trace back to a loan offered or a problem solved?  How many downloads of your white paper got you another conversation?  "The Devil's in the Details," they say, and while I don't think you have to be the devil to see how your virtual branch is managing visitors, I think it is important to keep the big picture in focus.

I like the article I read. I like knowing that our online initiatives reduce acquisition costs, boost profitability, and improve operational efficiencies. And I really love seeing all of that happen, start to finish, through the analytics. That's why I like to look at the following pieces of information for any campaign done online: 

1. Campaign Sources - This is an obvious one. I like both a macro- and micro-view of the campaigns because I want to know more about what's working. Are banner ads outperforming email for a certain campaign? What target audience responds best to webinars? In a given email campaign, how far did clickthrough-visitors go in pursuit of information? Which leads me to info-point two:

2. Time Spent and Visit Depth - Of the people that came in from any given campaign source, how long did they stick around and how much reading did they do? Did they download anything? Did they sign up for a webinar? 

3. Where's This Going? - I want to be able to compare the products we're promoting against the page visits for those products. As much as possible, I want to know what brought users to those pages and how much each clickthrough cost.

4. Drawing the Line - For each lead we get, I'd like to be able to draw a line from one point to the next in the road to their admission as a lead. Is this a client? Is this a prospect? Is this a potential partner? What brought them in, what did it cost us, and what's our next step in bringing them on board?

Hopefully these are good guidelines for you as well. All of this information is pretty easy to ascertain if your analytics are correctly set up and you have a good grasp on your costs. As you dig in on your reports and results, ask yourself an even bigger question: "what might change?" As Brent Dixon discussed in his most recent CU Water Cooler post, there are many things to consider when you're looking at one end result. In most cases, you can't point to a single root cause of any effect. Consider everything and try to think of your marketing campaigns (and your department) as a system. How does one piece affect another? Can something be changed to improve overall performance?

The devil's in the details but finding out how each arm of your marketing plan is working with the others is heavenly.

January 28, 2014

The State of Credit Unions in 2014, As Predicted by The "Crystal Ball" of Google

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by Ron Daly

Let's face it - Googling stuff is fun. It has been from the very beginning and it's still a hoot.

Sometimes, Google can show you the future. I decided to put Google's "crystal ball" capabilities to the test and see what 2014 had in store for the industry. I simply put

  • "In 2014, credit unions will *"
  • "In 2014, credit unions must *"
  • "In 2014, credit unions should *"

into the search bar and hit return. And voila! all the interesting tidbits about what the industry should focus on this year. Some highlights: 

"[Credit Unions] must focus on enhancing members’ cross-channel experiences, says Belinda Caillouet, chair of the CUNA Technology Council..."

"Charting Your Course Through 2014", creditunionsmagazine.com

Agreed. Members are leaning hard on technology and demanding more channels that work well with one another. That includes mobile apps, online banking and ATM/branch services that all play well together and stay up-to-date and easy-to-use.

"Financial marketers will be accountable for analyzing the real results of content marketing strategies in 2014. Because every channel ultimately affects all of the others, attribution modeling allows marketers to credit a specific ad or touch point along a sales funnel rather than just the last material viewed or clicked."

"Digital Marketing Trends for Banks and Credit Unions in 2014", TheFinancialBrand.com

Yep, right on the money. The technology we're using to sell to members is getting better and we can start making sense of data and offering products and services that make the most sense for each individual member.

“In the next 12 months, mobile will overtake online in terms of number of users. It already has more transactions."

"5 Mobile Trends to Watch in 2014", cutimes.com

I'll be interested to see the outcome of this one. Mobile's a big part of people's lives, but can credit unions rise to that challenge and create great mobile app experiences in the space of a year? A year, mind you, that's already down to eleven months as of Saturday of this week?

"In 2014, the trusted role of banks and credit unions as the collector of funds, provider of loans, processor of payments and advisor of financial relationships will continue to come under fire from non-traditional players including new financial organizations (neobanks), hardware providers, third party payment processors, and mobile app developers that merchants and consumers are using to chip away at the traditional financial services model."

"Top Ten Banking Trends for 2014", bai.org

More sharks in a still-pretty-small tank? This is the moment CUs have been waiting for — the moment to set themselves apart from the upstarts and prove they can be valued, trusted financial partners by offering sensible services and can't-be-beat member interactions.

"To experience loan growth in 2014, credit unions will need to originate significantly more consumer loans to offset the expected declines in mortgage originations."

"Marketing Overview and Data Report", catalyststrategic.org

I'm really curious about what kinds of loans credit unions will be promoting in place of mortgages (assuming they cut back on mortgage promotions, which some won't). Credit cards? Student loans? Where's the "heat" in lending in 2014?

“Looking ahead to 2014, credit unions can expect to see the CFPB expand its fair lending focus,” said Bundy. “The CFPB’s regulatory agenda unmistakably signals that fair lending will be a focal point of new rule making starting in 2014.”

"CUNA Mutual Group Anticipates Broader Regulatory Focus in 2014", cunamutual.com

"...The CFPB has the luxury in 2014 to move on to topics other than mortgages, such as overdraft, prepaid cards, Reg CC disclosures, and debt collection. To keep track of all of it, take advantage of various resources out there—besides NAFCU, and the CFPB, many law firms have compliance blogs and news alerts you can subscribe to for free. Knowledge is power, so grab on!"

"Credit union industry experts: What’s in store for 2014", cuinsight.com

I bundled those together for a reason: the CFPB will be stepping up its game in 2014. Credit unions will need to arm themselves with information, as mentioned in the second story. There are plenty of great resources out there, both free and paid.

Any other big predictions for this year? Leave them in the comments section.

December 20, 2013

The Gifts You Give in Seconds are the Best Gifts of All

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by Ron Daly

Uh-oh, gang. I forgot to get a few gifts this year. Which is to say, all of them.

That's right, I took my own advice, skipped Black Friday, and didn't get a single present for anyone on my gift list. What on earth should I do now?!

I got it. I'll give them the Internet.

Well, no, not "the Internet". I'm just going to give my friends something digital instead of something physical. It's easier than ever to give someone a thoughtful gift that needs no wrapping, no exchanging and no batteries.

Let's start with...

• My Favorite TV Junkie: 

For the couch potato who has everything, here's a gift subscription to Netflix. Now they can watch TV all day long from any device or from the comfort of their living room.

• My Friend, The Frequent Flier:

I have friends that love to travel. Several airlines will let you buy miles for someone else. Even if you can't give them a full trip, you can take the sting out of their next outing by giving them a few thousand miles for a reasonable price.

• My Cousin, the Shop-aholic:

There are plenty of people, like my cousin, who thrill at the act of shopping more than the actual gifts on the other end. For her, an Amazon Gift Card that is applied automatically. She can shop til she drops, and in seconds.

• My Friend "Forgetful Frida"

Poor, poor Frida. She can't remember anything! That's why I treated her to Evernote Premium, a service that saves web pages, articles and images in a snap from your iPad, computer or phone. Hopefully she can use it to remember my gift.

• My neighbor, who's still not a credit union member

The poor guy...he just won't get with it! Fortunately, my credit union is offering a "refer a friend" program that gives me a bonus when he signs up. I'm adding a member to my credit union, getting $10 and helping a friend. It's a three-for-one!

• For Anyone, and For a Good Cause

This time of year, I think about our soldiers a lot. Even after they get home, they often need our help to recover, readjust and move forward. If you want to give a gift that will benefit the giver, the recipient, and a veteran, consider giving a gift to the Wounded Warrior Project. Use this form to give a gift in someone's name to this very worthy cause.

Phew! Now that my shopping's all taken care of, I can get back to my favorite holiday pastime: putting up my inflatable lawn ornaments and showing up my neighbors for our block's Christmas decoration content.

Merry Christmas from the CU Soapbox!

April 24, 2013

Step Right Up! Test Your Twitter Password!

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by Ron Daly 

Yesterday, the Twitter account of the Associated Press was hacked and a misleading tweet was posted, claiming that the White House and the President had been attacked. This, of course, was not true. But the damage was. Oh, yes it was. The stock market dipped ferociously, then self-corrected when it was determined that the claim was false. Twitter went crazy; first, with fear, then with ridicule of the AP, an organization that is assuredly licking its wounds as of this writing. 

Now, let's abstract this. What if it were your CU's Twitter account? What if someone "hacked" that account (we'll get to the term "hacked" in a minute), and sent a message to all your followers that told them your CU was going out of business, or that a branch had been robbed? Imagine the blow-back. 

Luckily, there's a website to test the security of your Twitter password. It's called IsYourTwitterPasswordSecure.com. Try it out! Go on, I'll wait. Come back when you're done. 

Continue reading "Step Right Up! Test Your Twitter Password!" »

March 20, 2013

eManners: What Does "Polite" Look Like Nowadays?

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by Ron Daly 

It's always interesting to read an article that challenges convention, then see the blow-back from that article, then see the author's response to the blow-back. With so much media to manage these days, conversations and commentary come out of the woodwork. If they don't reply on your blog, they'll reply on their blog. Or on Twitter. Or on Facebook. Or by phone. Or right up in your face. 

Take, for instance, this opinion piece by Nick Bilton in the New York Times. It's a piece that rails against the "Thank You!" email, the voice mail where a text message should go, the use of friends to answer a question that's made for Google. 

Really, who sends an e-mail or text message that just says “Thank you”? Who leaves a voice mail message when you don’t answer, rather than texting you? Who asks for a fact easily found on Google?

Don’t these people realize that they’re wasting your time?

As you might expect, the lament of a 36-year-old super-geek didn't sit well with readers, many of whom are from a generation removed - one that emphasized penmanship, greeting cards and always saying "please" and "thank you". 

Do I really care about "Thank You" emails? No, not really. They're nice to get, and if they have more information or want to continue a conversation, why not? But I'm not going to lose sleep, nor should anyone looking for a reply from me be upset if I just move forward with the next steps after I get an email with an "action item". 

Bilton again, with a worthwhile consideration: 

How to handle these differing standards? Easy: think of your audience. Some people, especially older ones, appreciate a thank-you message. Others, like me, want no reply. “It is important to think about who the relationship is with,” Mr. [Daniel Post] Senning said.

Audience, audience, audience. The number one consideration in marketing, business, sales, collections, consultations, etc. You have to remember to whom you're talking. 

Based on the reactions he got, you might think Mr. Bilton hasn't considered his audience's reaction. Spoiler alert: they got mad. They called Bilton a "sociopath" (no, really), irrational, impatient, sad...they really didn't like the idea that he didn't want to talk to his mother directly, but rather via Twitter. Bilton later explained that his mother lives in England and, as a San Francisco resident, he couldn't call her at any hour that was convenient for both of them, so they rely on Twitter to fill in the gaps. He talks about how he does, in fact, hand-write thank you notes to friends and relations. But too late - the audience had made up their minds.

Bilton says he doesn't mind being "the punching bag" for people his age. He did lament, however, the extremes people go to when they react to something they don't like. They talk about how disgustingly disconnected from reality he must be to dislike a "thank you" message. Bilton replies that the stewards of Emily Post's legacy of good manners insist that, yes, you should consider the audience when crafting a reply. Some people will love a "thanks!", some won't. Some people will want a voice mail, some will just delete it. 

And then Bilton made a really terrific point about who trains whom in our culture. It used to be that older people taught younger people everything. As technology advances and people develop skills at different ages, it's clear that education moves in two directions: up and down the years, each generation having something to offer the other. 

I had to learn to text if I wanted to get an answer to a simple question out of my kids. My younger employees come to me if they want my input about business or finance. We have many ways of communicating and we all have things we need to get done, so we all have to adjust our methods from time to time to make it work. 

Now...let's talk about "what you've always done" and member communication. 

The truth is, things change. People want to converse and conduct business in different ways, and the methods they use are changing all the time. But in embracing changes, consider the audience's reaction to your messages. Maybe one group really loves hearing from you every month. Maybe one group wants a phone call every once in a while. Maybe there are outliers - people who have adopted new ways of handling all of their inputs and have rolled with the changes. 

Pay attention. Knowing how to talk to people is critical to a credit union marketer/manager's livelihood. Knowing when to say something and what to say is so important, and just as important, knowing when to quit talking and let people get back to their lives. 

My Pet Peeve: When you use an online chat or a toll-free line for customer support and people keep pushing the script on you when you've made it very clear that you're done. 

Me: "Well, thank you, that's all."

Them: "Okay, Mr. Daly, is there anything else I can help you with today?"

Me (in my brain): "Are you not listening? Or are you just forced to do this, like a robot?"

Me: "No, that's it."

Them: "Okay, thank you for calling our help line. You can reach us online any time at www..."

Me (in my brain again): "Come ON, just say goodbye and hang up the phone."

I like dealing with people, not people ordered to act like a computer. Here's my dream customer service call.

Me: "Well, thank you, that's all I needed."

Them: "Okay, Mr. Daly. Have a good afternoon."

Me: "Okay, bye!"

I've had maybe three of these calls in my life. And I make a lot of calls. 

All it takes is a little listening. People unsubscribe from your newsletter? Fine, but make a note of that. Don't chalk it up as "this person's not interested"...find a way into their lives that works for them and you. It exists, I'm sure. 

And when they talk, listen. And when they reply, read it thoroughly. And when they care, you should care, too. 

Don't let technology fool you into thinking that etiquette and thoughtfulness don't mean anything, to any given age group. Treat members with respect and you'll earn theirs. 

And for what it's worth? You should call your mom on the phone. Unless she's totally into Facebook now.