Rolling with the changes

During a rebranding campaign from Washington Gas Light Federal Credit Union to TruEnergy Federal Credit Union, Amber Mooney was adamant about changing the brand to encompass those the credit union serves.

“It was a long process that entailed looking at 400 possible new names and logos before we found one that resonated with our membership,” says Mooney, manager of member experience at the $130 million asset credit union.

The rebranding to TruEnergy made a strong impression on her, as did her attendance at an accelerated career advancement seminar. “They inspired me ‘to bring my whole self to work,’ and to say yes to every opportunity that comes my way no matter how far out of my comfort zone it is.”

Motivated to do more, Mooney enrolled in college while simultaneously pursuing her Credit Union Business Development Professional designation.

With new-found inspiration, she developed a system to find process improvements in TruEnergy’s member experience.

Part of seeing the credit union through members’ eyes, Mooney says, is remembering “we need to be honest with ourselves about what our members truly experience. We forget that our internal experience—friendly and happy to do favors for one another—is not what members will experience unless we make it so.”

One example of Mooney’s ingenuity is “CU@Lunch,” where members attend presentations on important financial topics, such as first-time homebuying.

Her pulse on members’ needs creates these unique opportunities for both the credit union and members.

She also volunteers and organizes regular “reality fairs,” classes designed to teach critical financial skills to students. Each student receives a theoretical credit rating, income, and bills to pay.

“Some of them are surprised at what they’ll be expected to do as young adults,” Mooney says.

Another new way Mooney has expanded her comfort zone: She became captain of the Solar Sirens, a team from the Northern Virginia Roller Derby League.

It’s a roughhouse sport she jumped into when she lived with her Army husband in an isolated part of California.

“I wanted the same feeling I got by being part of my credit union team in a sport, and I found it in roller derby.”