CUNA News
  • LOG IN
  • Create Account
  • Sign Out
  • My Account
  • LOG IN
  • Create Account
  • Sign Out
  • My Account
  • Topics
    • Community Service
    • Compliance
    • Credit Union Hero
    • Credit Union Rock Star
    • Credit Union System
    • Directors
    • Human Resources
    • Leadership
    • Lending
    • Marketing
    • Operations
    • Policy & Issues
    • Sales & Service
    • Technology
  • Credit Union Magazine
    • Buyers' Guide
    • COVID-19
    • Digital Edition
    • Credit Union Hero
    • Credit Union Rock Star
    • Subscribe
    • Advertise
    • Contact
  • Advertise
  • Awards
    • Nominate Credit Union Hero
    • Nominate Credit Union Rock Star
  • Podcasts
  • Videos
  • Jobs
  • Contact

News

Home » SPONSORED BY Temenos
Sponsored Content
Sponsored Content

A path to digital—a lesson in leadership

Leaders speak on growth.

April 13, 2020
No Comments
A path to digital—a lesson in leadership

In a fast-changing world, each credit union must discover its unique path forward. Temenos spoke with Dawn Brummett, executive vice president and chief operating officer at $2.3 billion asset ORNL Federal Credit Union in Oak Ridge, Tenn., to get her perspective on how her organization is managing growth in a scalable, sustainable, and member-focused way.

The company’s digital journey began with an insight. “There was a turning point in our organization about eight years ago,” says Brummett. “We realized we were doing a good job of serving members face-to-face, but we were not delivering the same service level through our digital experiences. We wanted to be easy to do business with, regardless of the channel.”

Content Sponsored By:

Temenos

ORNL Federal’s approach is rooted in deep knowledge of the member experience. “We’re not sitting in the board room high-fiving every day saying we’re the best. We’re looking at how we can serve our members better,” she says. “It’s about always remembering that members have a choice.” Brummett also emphasizes looking beyond the credit union industry itself. “Retail is driving how members use applications,” she observes. “It’s what you can do on your mobile device that matters.”

When organizations start from technology, their vision can be limited by preconceptions. ORNL Federal begins by understanding what members—and employees—need and want, and then making choices that drive those outcomes. They prioritize investments based on two simple questions: ‘Where are we in the market now—leading or lagging?’ and ‘What impact do each of these have on the member experience—high or low?’ “We focus on the areas where we are behind and where we could have the greatest member impact,” says Brummett. Choosing a small number of digital enhancements to focus on and measure ensures you can demonstrate results—and keep improving them over time.

When it comes to selecting a solution, Brummett brings employees into the process to drive value—and buy-in. “When we started focusing heavily on digital, I told the team, ‘You’re going to be part of this decision. You’re going to help us identify the gaps we have and the elements we need to bring in.’ We gained a lot of buy in from an exercise of locking arms.” Starting with a small process and demonstrating success internally can help get employees on board. Engagement helps accelerate the pace of innovation.

Brummett highlights how relentless focus on members has shaped every aspect of experience, including driving growth through marketing and social media. “It resonates with members that we don’t market products on social media. We focus on connecting with them instead.”

A member-centered path forward combines an appetite for change with clear understanding of what truly matters to those you serve. “Credit unions have been around for a long time,” concludes Brummett. “We want to be around for a much longer time in the future. In order to do that, you have to be willing to adopt new practices and strategies. It’s hard work, it takes time, but we haven’t looked back.”

Read more about ORNL's member-centered approach to digital in A New Path Forward: A Growth Benchmark Report in collaboration with the Financial Brand.

About Temenos

Temenos AG is the world’s leader in banking software. Temenos offers cloud-native, cloud-agnostic, and AI-driven front office, core banking, payments, and fund administration software for frictionless, omnichannel customer experiences. Temenos software is proven to enable its top-performing clients to achieve cost-income ratios of 26.8%, half the industry average, and returns on equity of 29%, three times the industry average. For more information, visit temenos.com.

KEYWORDS growth member experience

Post a comment to this article

Report Abusive Comment

Credit Union Magazine: Winter 2022

Winter 2022

Credit Union Magazine’s Winter 2022 issue highlights data-driven marketing, the board’s role in cybersecurity, elder abuse scams, credit unions’ auto lending advantage, and more.
Digital Edition •  Subscribe

Trending

  • House passes CUNA, League-led board modernization bill

  • CFPB issues CUNA-opposed proposal on credit card late fees

  • Key committee leaders supportive of credit union priorities

Tweets by CUNA_News

Polls

Vote for the 2023 CU Hero of the Year

View Results
More

Champion for the Credit Union Movement

Credit Union National Association is the most influential financial services trade association and the only national association that advocates on behalf of all of America's credit unions. We work tirelessly to protect your best interests in Washington and all 50 states. We fuel your professional growth at every level and champion the credit union story at every turn.

More CUNA

  • Membership
  • Contact Us
  • Careers

Resources for

  • Credit Union Advocates
  • Leagues
  • Press
  • Providers

Our Affiliates

  • American Association of Credit Union Leagues (AACUL)
  • Credit Union Awareness
  • Credit Union House
  • CUNA Strategic Services
  • National Credit Union Foundation
GET CUNA UPDATES
© 2023 Credit Union National Association | ADA Compliance Notice & Legal
Email Us