Building a Digital-First Credit Union Culture with Melanie Kennedy

On this episode of the Digital Banking Podcast, host Josh DeTar welcomed Melanie Kennedy, CEO of Southwest Financial Federal Credit Union to discuss her credit union's journey to becoming a fully digital institution. This transition, planned before the pandemic, accelerated when COVID-19 forced widespread closures. She explained the operational efficiencies gained, the surprisingly positive member response, and the improved work-life balance for her team.Kennedy addressed the challenges of running a small credit union in a competitive landscape. She emphasized the importance of maximizing resources and embracing new technologies. She highlighted her credit union's use of AI for streamlining communications and creating an internal knowledge library for increased efficiency. Kennedy also touched upon the importance of maintaining member relationships in a digital-first environment, emphasizing communication through text, secure messaging, and phone calls.The conversation explored the evolving nature of member expectations and the adoption of digital tools. Kennedy and DeTar discussed the cultural shift towards digital banking, accelerated by the pandemic. They considered the future of digital banking and the need for credit unions to adapt to changing member needs.

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