Day four at the CUES CEO Institute I at Wharton asked us to rethink something we say often in credit unions: putting members first.
Led by Professor Peter Fader, with the support of Jerika Hill, the day focused on customer centricity. And while the language may have sounded a bit more corporate than cooperative, the lesson was clear and highly relevant. Not all members are the same, and that’s not a bad thing.
Working in small groups, we represented a company in an engaging simulation, analyzing real data and making decisions. The goal wasn’t to treat every customer equally. It was to understand who brings the most long-term value and figure out how to serve those customers better.
This wasn’t just about segmentation or targeting. It was about intentional strategy. About knowing where to invest energy and resources, and how to grow relationships that matter most to the organization’s mission and sustainability.
Being member-centric isn’t about serving everyone the same way. It’s about serving each member in the way that fits them best.
To move from averages to action, we need insight, not assumption. This shift means treating people meaningfully, rather than treating everyone similarly.
When we say people helping people, we’re not just quoting a tagline. We’re making choices about who we serve, how we serve, and how we build for the future.
