The credit union guarantee?!

My goodness…if you expect consistent delivery of service, then of course you are looking at a credit union, square in the face, right?  Who better?  I mean, really, it is all about the member!

Guaranteed!

But about this word…”guaranteed”… is it overused?  Has it been tarnished so badly by hucksters that no one believes the word means anything anymore?  Maybe we’ve been inundated by too many infomercials promising clearer skin, the easiest way to lose weight, the perfect pocket fisherman…”Guaranteed or your money back”… and, because we doubt these ads, the word “guarantee” loses its luster through association.

Yet, if anyone could use the word “guaranteed” to prove how they deliver service…it is credit unions.

Right?

This conversation moves beyond the safety and security of the NCUA backing of accounts held by your friendly neighborhood credit union – accounts that are guaranteed.

I believe that the power of “guaranteed” is alive and well.  Yet consumers and businesses simply don’t hold the companies that offer a guarantee accountable.  I would agree that the meaning has decayed over the years, especially as people and companies don’t honor their word…but how is that the guarantors fault?

My belief is that Credit Unions are poised to leverage this word and use it to beat competition over the head, particularly in regards to the power of service and offering a financial relationship that matters.  The word “guarantee,” especially when leveraged by a financial institution, has matchless influence in our minds.

Am I wrong?  Is the word “guaranteed” a goner?

As someone who guarantees what he does for credit unions…this conversation matters, to me, to all of us.

What do you think?

Jay Kassing

Jay Kassing

Jay Kassing is President of MARQUIS, a Texas based provider of marketing analytics solutions including MCIF/CRM software, MCIF services, profitability, compliance, consulting and direct mail creative/fulfillment. Jay has ... Web: www.gomarquis.com Details