LAS VEGAS–At the recent CUNA OpSS Council (Operations, Sales & Service) Credit Union Journal asked attendees to name the biggest challenge or challenges for their credit unions, from the OpSS perspective.


Mei Pettyjohn

Branch Director, Educational Employees CU, Fresno, Calif.

The biggest challenge for us is creating member loyalty and deepening the relationship. We have good penetration on the top level, but now we are trying to go deeper. To accomplish this we are using a combination of technology and increased training. Credit unions have long been a brick-and-mortar concept–people needed to come see us in our branches. Today we have to have more technological savvy to better serve the market.


Mona Joseph

VP-business development

WestStar CU, Las Vegas

The competition is our biggest challenge. Here in Las Vegas we have a huge credit union that has invested a lot in media marketing. Every time people in Las Vegas turn around they see a TV commercial or a billboard or hear an ad on the radio. We do not have that type of budget, so we have to deal with it as best we can.


Steve Langley

VP-sales, service and training

Travis CU, Vacaville, Calif.

Regulatory issues are going to continue to follow us in the years ahead. They will hurt smaller credit unions that don’t have the scale even more than larger ones.

The economy is improving, but people are not borrowing, meaning all credit unions are competing for the same loan business. Every colleague I have in the sales and service world tells me their credit unions have too many deposits and not enough loans. We are trying to capture money our members have loaned out elsewhere.


Alex Casillas

President and CEO

My CU, Redwood City, Calif.

For us the biggest challenge is regulatory issues. We have $34 million in assets, so the time we have to spend on dealing with regulations takes away from sales and service. Plus the cost of compliance is not cheap.

The Shapiro Group in California [a California CU League initiative that provides assistance to CUs in the state with less than $50 million in assets] is very resourceful, plus a new group was recently founded in the Bay Area known as the Credit Union Bay Area Executive Coalition. We share best practices.

Subscribe Now

Authoritative analysis and perspective for every segment of the credit union industry

14-Day Free Trial

No credit card required. Complete access to articles, breaking news and industry data.