Rogue Credit Union recognized for member loyalty strategy success
WASHINGTON, DC (October 26, 2018) — Callahan & Associates has recognized Rogue Credit Union of Medford, OR, for its success in building long-term, sustainable success through its member loyalty strategy.
Rogue is featured in Callahan’s quarterly series “Anatomy Of A Credit Union,” which explores the strategies andperformance of an exemplary credit union. The newest installment of “Anatomy Of A Credit Union” is available online and in the second quarter 2018print edition of Credit Union Strategy & Performance.
Rogue Credit Union isbased in the Rogue Valley, a southern Oregon agricultural center and outdoor recreation destination and home to about 300,000 people. The credit union is now 10 years into a strategy that has seen it grow assets from about $400 million to $1.5 billion and nearly triple its membership to more than 128,000.
“In March 2008, our leadership team gathered around a table. I slid a pile of poker chips across the table and asked, ‘Who’s all in for loyalty?’ We all were, and we’ve been all in since that day,” says Gene Pelham, the credit union’s president/CEO.
The Loyalty Filter is the basic building block of the strategy, calling on every employee to consider whether each decision will create a “promoter” of the credit union, drives profits based on fair, sustainable rates, and expects and rewards participation from the member. Strategies also include an Ownership Account, a non-transactional savings account that rewards members for participation in a range of products and services.
Rogue also has expanded its branch network, and has become the deposit leader in its primary markets while providing in-branch services in facilities that are designed to accommodate both members who want traditional banking services and changing expectations for consultative and self-service functionality in the future.
The in-depth “Anatomy Of A Credit Union” package of articles and graphs also highlights best practices, including how it eschews traditional metrics in favor of the Net Promoter Score when it comes to management incentives, creates and targets investments in community sponsorships, and avoids forcing members to use technology they’re not ready for yet while providing mobile and other digital options that other members expect and demand.
“We’re not putting all our eggs in one basket, and we’re confident that keeping members loyal and happy through fair rates and exceptional service will continue to help our credit union and our member-owners thrive for years to come,” Pelham says.
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