Members Say 'Do The Right Thing'

DENVER - Bellco CU wanted to do right by its members, deciding to reward those with the greatest depth of relationship. The CU started using profitability analysis software to help make decisions about segmenting the membership and refining its rewards program.

Now, Bellco gives credit where credit is due. Ironically, that disturbed some of the CU's most profitable members, according Sandra Sagehorn-Elliott, VP, customer relationship management.

"We had a bit of a backlash at first from our Gold and Platinum members," Sagehorn-Elliott explained. "Some of them saw the rewards program as elitist. They remembered the days when they had few deposits and no loans. They said 'gosh, these other folks just don't have a lot of money. It's not fair.'"

Sagehorn-Elliott said she was pleased to learn that Bellco members were so thoughtful. "It was quite heart-warming to hear their concerns about their fellow members."