Can you feel it? The pace is slowing down—PTO requests are coming in, and the hustle of the year’s initiatives is easing up. For credit union leaders, it’s the perfect moment to take stock, reflect and set the stage for a purposeful new year.
Here are seven pivotal questions to ask yourself as you start to wind down the year:
- Do we know where we’re going?
Closing out one year should come with a clear vision of the next. What’s on your credit union’s list for 2025? Is your team aligned on where you’re headed for the next 12-18 months, with three to five clearly defined strategic goals? If not, be sure to carve out time to get that clarity.
Note: while many credit unions do strategic planning during the autumn months, planning in January, February or even March is just as effective. There’s no magic to the fall … except of course the changing colors.
- How are our people doing?
Chances are, your team is tired. They’ve given it their all this year. Take a moment to check in on them. Have intentional conversations to get a pulse on how people are doing. As you do, give special focus to your top 20%—those top performers who inevitably carry a heavier load. Ask what they need for next year to be their best year. Take the opportunity to identify rising stars in your organization and make a plan for developing them in 2025.
- Are our members committed, or merely satisfied?
There’s a big difference between satisfied members and committed ones. Are your members just “satisfied,” or are they advocates, spreading the word and planning to deepen their relationship with your credit union? Heading into 2025, don’t settle for satisfaction—strive for commitment. When you do, your bottom line will thank you.
- What will make our member experience better in 2025 than it was in 2024?
Members expect more every year. What’s your plan to keep them engaged and delighted in 2025? If you haven’t mapped out your member journey across every touchpoint, start there. A great experience begins with understanding where and how members interact with you now.
- How is our marketing different from our competition?
Don’t just think about how good your marketing is—think about how unique it is. How does your marketing stack up next to competitors’? If it blends in, it’s almost guaranteed to be forgotten. Look at your color, photo and messaging choices next to that of your competition. Are you different?
- How old is our credit union’s website?
The pace of change continues to increase in today’s tech-centric world. Now, best practice is to refresh your website every three to five years, if not sooner, to keep up with user expectations. Don’t wait until your site is outdated. A quality revamp takes six to nine months (beware of those who tell you otherwise!) so plan now for your next refresh.
- What went right this year?
Take a moment to celebrate your wins, whether big or small. What did your team get right this year? Before making sweeping changes, remember to bring what worked well forward into next year. As you reflect on these questions, think about how each one can inspire not just growth but a renewed commitment to serving your members. After all, every decision you make now sets the stage for a stronger 2025.
