your team’s expertise. Pay attention to member feedback which tells you exactly where to focus. Also, tap into the expertise in your boardroom. Q: What do you believe is most important for your peers to prioritize as the industry looks toward future growth? A: Digital service delivery and automation. SDFCU is implementing Robotic Process Automation to automate mundane tasks so our teams can focus limited resources on improving the member journey and solving more complicated transactions. We track tons of performance metrics, including transactional member feedback, to identify where we can do better. We partner with several FinTech’s for evolving technologies like IVR Chatbots (Posh) and automated pre-approved loan offers (CuneXus). With operations in the D.C. metro area, where it’s difficult to find and retain talent, we are prioritizing the employee experience and, particularly, effective remote-work strategies. Q: You served on NAFCU’s Board of Directors for nine years. What NAFCU resources or products do you recommend members take advantage of? A: NAFCU’s resources address both the strategic and tactical needs of its member CUs. The Preferred Services group does a fantastic job vetting CU vendors. NAFCU education sessions (particularly the CEOs and Senior Executives Conference) are a place to gain leadership development, learn about emerging issues, and build your professional network. SDFCU relies heavily on NAFCU for compliance expertise. I clearly show some bias, but feel NAFCU’s service offerings are well-targeted, response times are great, and their staff competency is unmatched. It is a competitive environment and credit unions are in a constant struggle for relevance in the retail banking world. Having the ability to leverage our management teams with a top-tier industry association is a game changer. “You do not have to know all the answers, but you must be able to ask the right questions and communicate the solutions throughout your organization. Economic cycles tend to repeat themselves. If you haven’t been a leader through any particular economic cycle, talk to an executive who has.” 37 THE NAFCU JOURNAL July–August 2023
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