| | JULY 202019CIOReviewOne of the latest promotional emails to land into the inboxes around our offices recently has a message with a forward-thinking sales pitch. Yes, it's a typical "form-letter" email, but perhaps we should pause every now and then and put some thought into even the most "spammy" of messages.This email urged decision makers to not be the leader of a company that is "long averse to change and innovation, (and) is finally embracing the digital revolution."The pitch suggests we should lead our companies into something like a cutting-edge technology and latch onto the latest advance that is disrupting the marketplace.I can tell you that Randolph-Brooks Federal Credit Union is making an impact with technology in the financial services marketplace. We do find technological improvements that benefit our membership, including processes that have increased our loan applications from 30 percent submitted online two years ago to more than 60 percent now. When it comes to car loans, our credit union members accounted for almost $600 million in sales volume last year from our Preferred Dealers List, which is a 70-percent increase from the previous year.Those are fantastic numbers for the 13th largest credit union membership in the United States. Yet RBFCU's vision of the credit union mission is not realized with ventures into technological practices, platforms or processes that could be faulty and disrupt our members. People, not platforms or processes, are still at the heart of what we do. That may sound obvious, but we are extra careful.We're not the first to go with offerings of the latest technological aids for financial accounts. But we aim to be flexible and friendly when we do introduce those things.At the heart of our success is our relationship with members. We listen to our members. We look for hot spots in the relationship between our members and the products they use.Our Consumer Lending department calls these "friction points." They can become problems or frustrations for our members. We'd like to think that, rather than pouring water on this source of heat, we provide oxygen to consume it so our members can ignite something meaningful toward their economic well-being and their quality of life.RBFCU has 56 branch locations in and around Austin, Dallas, and San Antonio. A great number of our more than 725,000 members fit in with the mindset A CREDIT UNION VIEW: CAREFULLY STREAMLINING OUR MEMBERS' LOAN PROCESS TO ONE PLATFORMBy Sonya McDonald, Executive Vice President/Chief Operating Officer, Randolph-Brooks Federal Credit UnionSonya McDonaldCXO INSIGHTS
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