ATLANTA-Long time credit union veteran Charm McCall is entering a new phase of her career, taking on the novel title of vice president of Member Loyalty at Associated Credit Union here.
As the former CEO of three different credit unions in the Peach State, McCall is building on her experience to improve member service and retention rates.
Credit Union Journal: You have been CEO of three different credit unions. What was it like to lead those institutions?
Charm McCall: [I was] CEO at Reliance Athens Employees FCU [from 1980-1988]. Working for a small credit union, especially during the years of the S&L crisis, gave me a wonderful background on how to survive and lead the credit union forward in financial health and growth. These years also gave me the opportunity to be very diversified in skills because I was running a one-person credit union.
Even though my background was in accounting and auditing, I began to love working with our members. Service was always key and helping members was my most important role. Back then there were very few bankruptcies. Our members wanted to pay, even if they were laid off. You learned to work with each member and appreciate a $5 payment. You just did not have that many write-offs.
In 1988 I accepted a position as CEO at Gracewood FCU, known now as Richmond Community FCU I was there for three years. This time there was a larger staff and I so much enjoyed mentoring and sharing my knowledge with the employees, which I truly believe provided a great service atmosphere for our members.
At CSRA FCU, 1991-2010, I was certainly blessed to build a staff and at one time we had up to 58 employees. I truly believe in succession and have left behind a very talented management staff. CSRA FCU has partnered with Associated CU and is now CSRA CU, a division of Associated Credit Union.
CUJ: What exactly is a VP of Member Loyalty and what are your responsibilities?
McCall: Leading the vision and mission as the internal coach for member loyalty through the Welcome Home Experience. Teaching curriculum that enhances staff development. I would say to be a leader and motivator for the entire credit union. I see myself as the advocate and cheerleader for the employees, as a mentor and one who will give support to the culture of innovation by developing employee programs. Our employees started their training over a year ago. They are excited that (CEO Lin) Hodges is taking this program to another level and I am so excited to be part of his plan. This is exactly what I love to do and everyday we are can be better in service than the day before.
CUJ: What strategies do you plan to implement to ensure member retention and greater wallet share?
McCall: No. 1 on my list is to visit all 29 branches, having the pleasure to meet and introduce myself to the employees who are not at the main branch. This includes meeting with all of the departments. I would say I am 75% there.
Retention will be one of our key factors. Members have to be retained by providing them the service they expect. Associated CU has a first class Business Development Department; now it will be critical that the Member Loyalty Department works hand in hand to retain our membership that they bring in. If we do a good job with that, there will be plenty of marketshare.
Surveys are done on a continuing basis every year and we will continue to study those benchmarks as a tool to differentiate the credit union based on service Service starts with serving each other as employees as well as providing excellent service for our members. I will be working closely with Business Development, Training, and Human Resources to build awareness of the direct linkage between employee engagement and member loyalty. This is a new chapter in my career and I am totally rejuvenated having this opportunity to hopefully make a difference for so many young career minded employees and members.
