Are your credit unions really who they say they are?

In a now infamous rant, Dennis Green – former coach of the Arizona Cardinals – once said after a game, “They are what we thought they were.” And one of legendary coach Bill Parcells’ most famous quotes is: “You are what you are.”

I was reminded of those lines recently when, after presenting a marketing audit report to one of our clients, the CEO said, “We’re not as good at service as we think.” He was referencing the mystery shop portion of the audit. The challenge with this particular institution was that its well-designed marketing pieces were saying one thing…but its staff was delivering something else.

As you review your marketing, you must answer the question: “Are we really who we say we are?”

Think about this: Have you ever read your own marketing pieces? What are they promising? And more importantly, are you delivering on those promises?

 

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