In this episode, Christina is joined by Mitch DeCoeur, President and CEO of ONR Utilities Employees Federal Credit Union. Mitch began his career in the credit union space in 1999 and has held various positions across different credit unions, including Hudson Valley Federal Credit Union and Heritage Financial Credit Union.

Mitch shares his journey from a member service representative to becoming a CEO. He delves into the vital role of relationship building in fostering brand loyalty and enhancing customer trust. Mitch emphasizes the irreplaceable value of human contact and effective communication in maintaining strong member relationships, especially in challenging areas like collections.

The discussion also covers Mitch's strategic approach to utilizing financial education and word-of-mouth marketing to build and sustain member trust. He highlights the unique offerings of his credit union, including credit score monitoring and financial education, designed to support members holistically.

Additionally, the episode touches on the integration of technology in credit unions, with Mitch expressing his views on the role and limitations of AI in enhancing, rather than replacing, human interactions. This insightful conversation underscores the importance of personal connections in financial services and the strategic use of technology to foster these relationships.

Connect with Mitch on LinkedIn: https://www.linkedin.com/in/mitchell-decoeur-5181aa25

Timestamped Overview:
00:00 Transitioned to president and CEO of small credit union, gained broad experience.
04:38 Daily interactions, enhancing relationships, educating credit union members.
09:19 Success through respect and positive communication approach.
12:12 Fostering word-of-mouth for organization's success.
14:35 AEI perspective may not suit small credit unions.