Credit Union Company Milestone Blog

At Your Service

Our member’s financial needs come first. As our membership grows, that commitment doesn’t change. Contact Center senior vice president Susan Brooks shares what it means to be “of service” to our growing membership.

When we say our members are the mission, we mean it. In the 28 years I’ve been part of the credit union, I’ve seen a lot of growth and change. Even as we hit the 10 million member mark, we haven’t lost sight of the fact that our purpose here is to be “of service” to our members.

That’s been the spirit of the work we do since the beginning. We serve with empathy. It’s important to recognize that compassion and empathy aren’t the same thing. Compassion is sympathetic concern, while empathy is about the ability to understand and share another’s feelings. The difference between the two is epic.

If a member experiences fraud and calls us, even if it’s the hundredth time we receive a call like that that day, we don’t dismiss the experience. It’s not enough to say “Oh don’t worry, that happens all the time.” We don’t want to diminish the issue, it’s important to stop and recognize the significance to the member and instead say “I’m sorry this is happening to you, can you tell me the last time you used your card?”

As senior vice president of our contact centers, I see that kind of connection in the interactions our reps have with members every day. When members call in, they need someone to listen. To consider their situation thoughtfully, address it with respect and work with them to find solutions. They want to be heard and understood. That perspectivehas been really important as we assisted members through the uncertainty of the past year.

It’s not been an easy time for a lot of people. We recognize reaching out to us may be the only time a member can confide what they’re experiencing or feeling. The value we can offer goes beyond the relief loans and assistance to being a sounding board in those moments.

For us, it’s about empowering members and connecting them with the tools they need to keep going. A big piece of that is our Personal Financial Counseling service, which can help members with anything from goal setting to financial recovery. Beyond that, it’s directing them to our Security Center, our MakingCents podcast or other resources. We want to make sure the support and guidance doesn’t end when the phone call does.

Our employees are up to the task, too. A big reason is because they’re part of the communities we serve. Many are former military themselves, and even live where our members do. They understand the unique challenges our members face because many have similar experiences. Some have been there themselves.

Being a not-for-profit organization, the actions we take aren’t dictated by profit margins. They’re made with people in mind. The decisions made at Navy Federal are made with our members’ best interest in mind. Surplus funds come back to members through dividends, reduced loan rates and product and service improvements. Their needs are at the forefront of our growth, and they always will be.

As a member-owned organization, we’re honored each time someone choses to bank with us. By joining Navy Federal, our members become owners in their own pursuit of financial security. We’re grateful for all of you.