Designing Member Behavior: Beyond Persuasion in Credit Unions | Credit Union Training

We often think of buying as a moment – an isolated decision made with a click, a swipe, or a signature. 

But here’s the truth: buying is a behavior.

And behaviors aren’t random.

They’re triggered. They’re conditioned. They’re emotional. And they’re often more reactive than rational.

Consider this:

• A dashboard light blinks → You finally schedule that overdue service.
• You’re stressed and overwhelmed → You tap your favorite takeout app.
• A breakup hits hard → You’re suddenly browsing Amazon for bedsheets or gym memberships.
• A phone charger dies → You can’t wait until next week.
• A friend posts about a blender → You want one, too.

None of these decisions are deeply planned. They’re responded to.

According to BJ Fogg at Stanford’s Persuasive Technology Lab, every behavior requires three elements:

• Trigger – A cue that prompts action
• Ability – The person must be able to do it
• Motivation – There must be a desire to act

Here’s the kicker: Most credit unions only focus on motivation – trying to persuade with rate drops, limited-time offers, or catchy promotions.

But persuasion isn’t enough anymore.

If you want to shape behavior, design the trigger.

If you want to be remembered, remove friction from ability.

If you want loyalty, anticipate moments instead of waiting for them.

Ask:

• What’s going on in your member’s life when they need you most?
• What are the emotional triggers that lead them to seek a loan, switch accounts, or call for help?
• How can you show up before they even know they’re going to need you?

Because behavior isn’t about the checkout. It’s about everything before and after it. For your credit union, stop waiting for the “buying moment”  and start designing for the behaviors that lead to it.