MASSENA, N.Y.-SeaComm FCU is adding members, at about 3% annually, but attributes the increase to the CU's growth strategies and not Bank Transfer Day.

"Certainly Bank Transfer Day has contributed," said CEO Scott Wilson. "But we did not proactively capitalize on the event or the momentum. "We have had about the same membership growth last year and this year."

Like many credit unions across the U.S., deposits continue to flow into SeaComm at a good clip, in part because of good rates and low consumer confidence in the overall economy, said Wilson. "Members are saving and not spending, and loan demand for us has remained fairly flat over the past few years."

Wilson is not tracking share of wallet with new members, but relies on a service strategy to win more relationships.

"Once a new member comes into the credit union, we begin to build a relationship with them on the sound practice of listening and putting only the products and services that they want into their hands. We firmly believe we need to be relevant and offer an exceptional service experience."

To make sure it's doing that, the $460-million SeaComm expanded its sales and service area into a stand-alone department.

"The department manager keeps in contact with other managers and staff with constant tips on how we can better serve our members," said Wilson. "We believe so much in member satisfaction that on a monthly basis, random surveys are sent to members who have conducted some sort of transaction at the credit union."

The CU's overall service rating this year is 6.71 out of seven.

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