One easy way to get loyal members to leave your credit union

group of people high fiving

Mood or mode?  Did you know both words share the same root word? Modality.

modality is the way or mode in which something exists or is done.

I point this out because it’s impossible to take your member where you want them to go until you first meet them where they are. And where they are is in one of two different moods, or modes, of shopping:

Transactional or relational mode

While we operate in each mode at different times, we tend to choose our mode according to the category in which we’re making a decision.

Example: If the category in question is one in which you have an interest, don’t already have a preferred provider in mind, and are willing to spend time to save money, you will approach that decision-making process in transactional mode.

Example: If the category in question is one in which you have no interest, already have a name in mind that you know and trust, and are willing to spend money to save time, you will approach that purchase in relational mode.

A member deciding in transactional mode:

  • Thinks short term (what can you do for me right now?)
  • Today’s transaction will most likely be the end of the relationship
  • Enjoys the process of shopping and negotiating, and they’re looking for the cheapest option
  • Considers themselves the expert and is not looking for your advice.
  • Is willing to spend time shopping around or doing more themselves to save money

A member deciding in relational mode:

  • Thinks long term
  • Considers today’s transaction to be first in a series of many they will make with you
  • Will forego rate shopping or comparing other financial institutions
  • Fears only making a poor choice
  • Seeks an expert they can trust
  • Is willing to spend money to save time (again, not rate or fee sensitive)
  • Desires a long-term solution provider and will be loyal

“Well, why wouldn’t we want all of our members to be relational?”

Yes, if you don’t disappoint them.

Here’s how you can easily lose members who value relationship over price: You must create a culture among your credit union team that causes your employees to take pride in delivering the experience that is expected by the members in relational shopping mode.

Beware! When you disappoint the relational member, they take it as a personal betrayal. You were their trusted provider and you let them down.

You’d think transactional members would be simpler to deal with, but not necessarily.

Your transactional members have zero loyalty to you. Your relationship ends when the transaction is complete (think indirect members.) Transactional members who are attracted to you for reasons of price or rate alone will abandon you for another financial institution as soon as you’re not the cheapest.

There is nothing that another company cannot do a little worse and sell a little more cheaply. Credit unions that depend on indirect auto lending or focus on low rates are not secure when it targets members in transactional decision-making mode.

So which direction do you go? That’s up to your credit union and its culture but remember: The words you use in your marketing messaging send certain vibes to your members and would-be members. Do your word choices appeal to those in relational mode, or do they speak to members in transactional mode?

What's Your Modality?

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Reh Harvey

Vice President of Digital Strategy

Reh Harvey, our Vice President of Digital Strategy, leads with diligence and fervor. Having previously been a member of Team YMC, he is excited to return to such an amazing culture and even more amazing people (his words)! Through his experience in the marketing world, he’s found the key to success is to stay on the cutting edge and to always keep evolving.
Although originally drawn to marketing for its lack of math, Reh now finds himself doing more math than he would’ve bargained for. But his self discipline and positive attitude make it easy for him to laugh and take it in stride. Hoping to one day visit Japan and enjoy some premium Sushi, Reh lives life by his creed: Be a good human. Do good work. And above all, just keep going.

Hailey Madej

Graphic Designer

As YMC’s in-house Graphic Designer, Hailey possesses an eye for detail and a drive to innovate. It’s no surprise though since being creative runs in the family! Inspired from an early age by her mom’s work as a Graphic Designer, Hailey is a seasoned expert whose talents bring vitality and accessibility to every project. As a UX/UI designer, she expertly blends the intuitive and the creative for all to enjoy.
In addition to the occasional freelance project, Hailey also lends her abilities to supporting art initiatives within her community, such as the Belleville Mural Project. Her favorite aspect of joining the YMC team is the friendly, uplifting culture and breadth of design tasks. When it comes to marketing, she believes in pushing boundaries and maybe breaking some rules to capture her audience’s attention. Her advice to those just starting out? “Always seek quality over quantity.”

Dexter Ochoa

Development Assistant

When it comes to blending logical thinking and creative problem solving, Dexter’s abilities are undeniable! Beginning his career as a Web Developer, he’s no stranger to the wide world of Marketing and Advertising. Calling Biñan City in the Philippines home, Dexter has a burning desire to visit the Alpine peaks and valleys of Switzerland. While that journey may be far off, he is still no stranger to international travel. While visiting Japan, he was able to enjoy his favorite delicacy: Sushi and Sashimi. He also learned unexpected facts about Japanese Yen, specifically that it has special markings for the blind to know its value!

Living life by his motto to “Do good even if the world is unfair,” Dexter would also advise his younger self, “It’s hard, but you’re doing good!” Whether he’s enjoying a cup of coffee in the morning or the occasional Pale Pilsen in the evening, Dexter is eager to work with the talented professionals of YMC, and we’re just as eager to add his talent to the team as well! His marketing words of wisdom? “Be creative, and just do what you want!”

Andrew Wyche


Hailing from the NC state capital (that’s Raleigh if you didn’t know), Andrew is YMC’s Copywriter extraordinaire. That’s why he knows that “The verb form of ‘reconnaissance’ is ‘reconnoiter.’ The former is, strictly speaking, a noun.” Seriously, he knows his words and he’ll use those words to get bold and weird (in a good way) with his copy. Fuelled by a love for pasta, shellfish, a good single malt, or a meal consisting of all three, Andrew navigates life with a motto engraved in his heart: “Choose kindness. Always.” It is this guiding principle that has led him to explore the realm of marketing, driven by a desire to connect with people in meaningful ways. As he continues to chase his dreams, one bucket list item stands out above the rest – a pilgrimage to Scotland. With his heart set on adventure and his pen poised for creativity, Andrew’s journey is far from over.

Alex VanHaasteren

Senior Web Developer

Alex is YMC’s Senior Web Developer and, as the title suggests, she is an absolute pro! While she initially started in graphic design – working long and hard to expertly bring concepts to life – she also felt drawn to technology and applying her natural ability to problem solve. Web Development proved the perfect blend of her creative passion and technical savvy.

When Alex is out with friends – including her YMC colleagues – she’s up for Greek cuisine or some good pulled pork BBQ washed down with Diet Coke. Or an Old Fashioned, if the occasion demands. Someday, she hopes to go to Africa on a safari. Hopefully she’ll see a giraffe in the wild, because – as she’s pointed out – its neck is too short to reach the ground!

When she isn’t jamming out to T-Swift, she’s happy to impart some marketing words of wisdom, “Aim to create something unforgettable.” For day-to-day inspiration, she would remind you of two fundamental truths: You decide your happiness, and Ice cream is its own food group—not just a dessert.

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