Catering to members who log long hours in trucks traveling across the country, Sharmon Lenth, president/CEO of $20 million asset Coast2Coast Financial Credit Union in Tampa, Fla., understands members must be able to access their accounts from anywhere at any time.

“They’re a very transient group. Our core field of membership is still the trucking industry, and we all know their schedules are crazy,” Lenth tells the CUNA News Podcast. “We want to make sure they have access to their accounts no matter what city or state they’re in.”

But Lenth also knows it’s important to give members a warm welcome when they do walk into a branch.

“You try to emulate your person-to-person experience, and even your over-the-phone experience, to the same easy, simple, friendly experience, whether you’re going online into home banking from your laptop or desktop, or you’re logging into the app,” she says.

Lenth talks about providing an excellent member experience—whether through mobile channels or in-branch—as well as her leadership style and the traits that make a good leader.

Credit Union Magazine recognized Lenth as a 2018 Credit Union Rock Star in a special issue sponsored by Fiserv.

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