Charlotte Metro Credit Union passed a new milestone recently. The credit union reached $300 million in assets. And in an age of online and mobile banking, credit union leaders attribute the growth not only to technology, but to good, old-fashioned, personal service, as well.
“We are large enough to serve, but small enough to care,” said Bob Bruns, president and CEO. “We offer cutting-edge technology. That’s important to our members, but so is our personal service. We believe it’s the powerful combination of high-tech banking products combined with high-touch service that accounts for our asset and member growth.”
“Our service enhancements have definitely contributed to our growth,” said Chief Operating Officer Nicol Morris. “Marketing efforts get people in the door, but that doesn’t mean they’ll stay or tell their friends and family about us. In the end, it is always service that matters most.”
Personal service has always been a hallmark of CMCU, but Morris and her team redoubled efforts beginning in 2011. At the same time, the credit union began a heightened focus on the customer experience for all new hires and current employees.
“We adjusted the way we interview and hire new employees to help ensure they share the same values and philosophy about service,” Morris said. “Our goal is to be known as a service leader among all companies, not just financial institutions. When you can deliver a level of service that makes people feel valued and appreciated, word can travel fast.”
The credit union ended June with assets of $301,670,000. In 2013, CMCU has experienced asset growth of 5.64 percent. Membership continues to grow at a rapid pace; it’s increased by 5 percent (1,800 members) during the first six months of 2013. Profitability remains strong, too, with net income of $1.6 million for the first six months of 2013, which gives CMCU a return on assets (ROA) of 1.11 percent.