The lesson learned was during those recessionary periods we have to focus on member service. We were very proactive on helping members through that period. If we saw members were struggling we stepped in. We had more workout loans than our peer group, but that was a decision to proactively help our members.

We called it our "Member Appreciation Program." If we saw people might be struggling we sent them a note in the format of a thank you card, asking if we could help. The goal was to reduce the payment on an auto loan by $100 to $150 per month, which most members appreciated.

Marla Shepard
President and CEO
California Coast CU, San Diego

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