Keynote speaker Ron Kaufman focuses on building service cultures

MADISON, WI (July 19, 2018) — Keynote speaker Ron Kaufman, author, leading educator and motivator spoke about uplifting, customer service and building service cultures during the final general session at the 2018 World Credit Union Conference.

“Service excellence is taking the next step up to create more value for someone else,” said Kaufman, engaging the audience in interactive exercises to outline the six levels of service (criminal, basic, expected, desired, surprising, unbelievable) and four categories of value (primary products, delivery systems, service mindset and ongoing relationship) which create the building blocks of a service culture.

“Organizations need to take fundamental service principles and put them to work. The focus isn’t on what we do, but how it is appreciated by the person we serve. It’s about curating the experience, no matter the industry or type of organization,” explained Kaufman.

During Wednesday’s general session, the following five young credit union professionals received the 2018 World Council Young Credit Union Professional (WYCUP) scholarship for an all-expense-paid trip to the 2019 World Credit Union Conference in The Bahamas:

Lucas Araújo Dos Santos – Brazil

Carlos Antonio Soratto – Brazil

Mambo Hariett Tangu – Cameroon

Robert O’Reilly – Ireland

Agnese María Borgazzi Calvo – Peru

The 2018 World Credit Union Conference concluded with a closing reception at the Suntec Convention Center. See all conference activities and daily event photos on Facebook and Twitter with #WCUC2018.

To learn more and register for the 2019 World Credit Union Conference (28-31 July 2019), visit

Keynote speaker Ron Kaufman engages with attendees

2018 WYCUP Scholarship Winners (Left-to-right) World Council President and CEO Brian Branch with WYCUP Scholarship winners Agnese Maria Borgazzi Calvo – Peru, Mambo Hariett Tangu – Cameroon, Lucas Araujo Dos Santos – Brazil, Carlos Antonio Soratto – Brazil, Robert O’Reilly – Ireland and Steven Stapp (Chair).

About World Council of Credit Unions

World Council of Credit Unions is the global trade association and development platform for credit unions. World Council promotes the sustainable development of credit unions and other financial cooperatives around the world to empower people through access to high quality and affordable financial services. World Council advocates on behalf of the global credit union system before international organizations and works with national governments to improve legislation and regulation. Its technical assistance programs introduce new tools and technologies to strengthen credit unions' financial performance and increase their outreach. World Council has implemented 300+ technical assistance programs in 90 countries. Worldwide, 82,758 credit unions in 97 countries serve 404 million people. Learn more about World Council's impact around the world at


Greg Neumann
Phone: +1 608-395-2048

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