GLCU Gets 'Female Friendly' Certification

CHICAGO — Great Lakes CU has become the first credit union in the nation to receive certification from AskPatty.com as a Certified Female Friendly business.

To receive the certification, GLCU staff completed a training process to ensure they properly address the needs of female consumers as determined by AskPatty.com. The site’s official certification, according to the credit union, allows it to deliver "an experience that exceeds women's expectations."

Along with the AskPatty certification, GLCU has launched a female-focused micro site to provide resources for women during the car-buying process. Visitors to the site can learn about financing options, calculate monthly payments and get pre-approved for loans. The site can be also be accessed by searching on AskPatty.com..

As part of its Certified Female Friendly status, GLCU employees participate in year-round instruction to enhance their awareness, appreciation and commitment to providing a female-friendly service experience.

"Women influence 85% of the buying decisions in North American households, effectively becoming the family's chief purchasing officer," said Jody DeVere, CEO of AskPatty.com.

"AskPatty trains and certifies automotive businesses on how to communicate more effectively with women and ensure they feel safe, respected and empowered, which creates tremendous customer loyalty. Great Lakes Credit Union's commitment to women shows that management is serious about earning their business."

Based in Thousand Oaks, Calif., AskPatty.com aims to make the car-buying process easier for women. Similarly, Great Lakes CU has made inroads in that process, including hosting its "Chicks, Cars & Cupcakes" event targeted at women and focusing on simplifying the auto sales process. That event also featured a keynote address from DeVere, and was named a CUJ Best Practice for 2012, as well as was featured at Credit Union Journal's Grow Show in Orlando earlier this year.