Serve members with empathy

Discover and address consumers' unique needs, Peninsula Credit Union's Jim Morrell says.

Credit unions can’t serve members in a one-size-fits-all fashion.

“We cannot treat every single person we interact with the same way,” Jim Morrell, president/CEO of $179 million asset Peninsula Credit Union in Shelton, Wash., tells CUNA News Podcast. “Everybody has their own story.”

To determine the stories of people in the area, Morrell says his credit union went through a process called empathy mapping, or understanding what influences a member’s story.

The process involves figuring out what the member is thinking about, seeing, doing, and hearing in their own lives, as well as what pains and opportunities exist, Morrell says. All these factors contribute to how the member feels about their financial well-being.


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