RANCHO CUCAMONGA,Calif.-CEOs are pulling several levers this year to bolster the bottom line, but none more important than the one tied to member convenience.

That's according to Eric Porter, EVP of business development for CO-OP Financial Services, who says when credit unions do all they can to improve access to the credit union, they build stronger relationships and all good things follow. "Today, you have to do all you can to make it increasingly convenient for members to do business with the credit union. You have to give them access anytime, anywhere, and really, almost any way. Do that and the credit union sees more revenue."

Porter also noted that doing the opposite spells trouble for the credit union. "If members can't easily get to you, they won't use you."

More CUs, said Porter, seem to be paying close attention to member convenience, with growing numbers taking advantage of CO-OP's shared branching network. "We now have more than 5,000 live teller branches. Our ATM network is at 30,000 machines nationwide, with 9,000 that take deposits. Cardholder volume-debit, credit and ATM-increased 13.6% in 2012 over 2011, and it's up 10% year to date."

Porter added that members are showing a great deal of interest in the CO-OP Sprig mobile app, which lets members view balances and transaction histories from one centralized location, perform remote deposit capture via an iPhone, send P2P payments, transfers funds between credit union accounts and more.

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