Credit Union Geek

Marketing, Strategy, and The Force by Joe Winn

Page 2 of 52

Even More Bad Advice – Part 2

Originally published on CUInsight.com

If you thought the last post was awful, this one is worse. We’re back to giving bad advice. This time, we’re talking choices, external link warnings, and, because it’s my top pet-peeve, passwords again!

More Options Is Always Better

“Enjoy checking…with choice! Find the account which matches your needs from our 5 different plans. They’re basically all the same, besides a 0.01% dividend. But who cares…options are essential!”

I get the concept: By creating a solution for every possible need, you can appeal to any potential member. Thus, your membership potential isn’t any one category, it’s humans (and sometimes even that is stretched…why can’t your dog share in savings?). Now that I’m thinking about it, a savings account for your pets is pretty cool. You could put away for their essentials, vet bills, unexpected challenges, and more. It’s like a savings goal, but separated in a fun way. Ok, that one is excluded.

Where was I? Oh, yes, choices. My business works primarily with the auto lending side of credit unions. In it, there is one main goal: Encourage the member to get pre-approved. However, people look for a car before a loan (unless they have no clue what they can afford/finance). As a result, many credit unions set up car-buying resources. They include calculators, lengthy PDF guides, and external company links. In many cases, they’re not even affiliated with those outside links! (Keep this in mind, it comes up later) What are you doing? Keep it simple! One link to do the fun “build/find a car” with a partner program (Disclosure: My company offers exactly this) and another to get pre-approved. Those outside company links? They often have their own financing programs. Bye bye loan (or ever knowing that member is looking to buy a car).

You may have heard of the “Paradox of Choice”. Give someone too many options and they’ll never make any decision. In fact, new research shows that this isn’t 100% true (science doubts itself always, boys and girls). What they found was that better options are better. More options for the sake of options makes people do one of two things: 1) Never decide and do nothing or 2) Decide based on meaningless factors (possibly because the important ones are hard to understand or not immediately obvious). If you must offer options, make sure they are equally good and clearly different.

External Link Warnings Keep Members Safe

A vestige of the World Wide Web’s “dark ages”, these are pop-up messages telling the browser that they are now leaving so-and-so’s website, and they cannot guarantee their safety, security, or that delivery will be in 30 minutes or less. You don’t need them. Many credit union legal teams claim they are mandated, but the only reference I’ve ever uncovered is a non-binding NCUA guidance from 2003. That’s Pi, or pre-iPhone. Weather widgets, local news scrollers, and other useless distractions were commonplace on most websites. Sure, if someone was clicking from their online banking to see what the latest news is in Anytown, USA, yeah, I’d want to ensure it was clear that site isn’t us.

You’ve learned a lot since then.

And if you’re that worried about where you are sending members, why send them there? (Remember the post Trusted Partners!) I’ve seen external link warnings on links to NCUA, loan applications, and more. You have legally-binding agreements with these partners or providers! It gives me the feeling these credit unions just said, “The world is a scary place. Let’s terrify our members, too. Oh, and make sure they never use our products.”

Alright, your legal team insists the warnings are necessary. Can’t argue. Just make them friendlier! Instead of a long text field in legalese, create a bright-colored, concise text notice. “Hey, just so you know, this link goes to someone we work with. They’re great, but we have to let you know they might have different policies on privacy than us. Click here to continue or just wait 5 seconds and we’ll get you on your way!”  Here’s an example from a client (name redacted). It’s still a bit long for my taste, but isn’t scary if you read it:

Simple, friendly, and still accurate. Always remember your mission. You’re people serving people. The second you adopt the terminology people associate with “big banks”, you’re no different.

So, instead of slapping warnings on every link, be diligent in working with people and companies who truly share your mission. Then you don’t need to warn anyone about anything. And, if it’s essential, be nice about it.

Passwords With Symbols Are Most Secure

We covered this in passing last time. But since the focus was on changing passwords, I want to cover this independently. Your password doesn’t need to go to the gym. And no, your password doesn’t even lift, bro.

Password strength is determined by how hard it is for a computer to figure it out, strictly by guessing. And you know the easiest way to make it really hard? Length. Not symbols. Not using aLterNatinG cases. Not replacing 13tt3rs with numbers. Sheer length. Here’s that amazing xkcd comic to explain why, once again.

If my password was “GoshIneverrememberpasswordsnomatterwhattheyare”, I can guarantee you, no computer in existence today will ever crack it. Yet you’ve already memorized it.

Many recent password leaks have had passwords figured out because the security they used was garbage. I can’t help you there. Insist their system gets an outside security audit regularly, and, if they’re responsive, ask if they’re using salted password hashes. If they aren’t, don’t give them your information.

With good security and strong passwords (ie. long ones), you can enjoy the convenience of online services with little worry of your information being compromised.

I never want to see those, “Your password must include 6 symbols, 2 emoji, 3 different cases, and one name of your favorite pet” prompts again!

And that’s just a bit more bad advice.

Image credit: ArsTechnica, http://cdn.arstechnica.net/wp-content/uploads/2013/05/correcthorsebatterystaple.jpg

Why Credit Unions Must Stand Up Against “Alternative Facts”

Originally published on CUInsight.com

Facts are facts. If you hear any qualifier in front of that word, they’re trying to mislead you in some way. “Alternative facts” is just the latest effort. Just because the “legitimized lying” you see now does not yet affect you doesn’t mean it won’t.

Politics and daily life intersect often, moreso within a highly-regulated industry. Any of you who attended the GAC have firsthand understanding. How you are perceived is often more important than the actual realities of a situation. If nothing else, dealing with a perception problem slows down the addressing of real issues. Imagine if one or more big banks decided, “you know, we should wipe credit unions off the map” and put together a PR/lobbying campaign with the below “alternative facts”. Think about who has the largest lobbying budget. Is it your credit union?

  • Credit unions are havens for money-laundering. Plenty of people have said it.
  • Did you know: Credit unions pay their board members the money they claim goes back to you in dividends. #notforYOURprofit
  • Some studies claim that credit unions charge lower and fewer fees. But the research is not settled. It appears to be an NCUA hoax. Many credit unions collude to perpetuate the lie. In fact, banks are always the better price option. Take a look at our “study”.

How would you as an industry respond? Or individually? Could you ignore it? No. But it’s so outlandish that some people will raise questions. Even the suggestion of such activities in the media taints all credit unions. And now you’re responding on their (made-up) topic, instead of pursuing your own mission. If it were a boxing match, you’d be the one against the ropes, even though you’re just in town for the comedy shows. How did you even end up there?

I’m sure none of you reading this would consider the other possible angle, but, what if the credit union was the instigator? Poor members. Imagine this:

You close a loan on your dream ride for 3.49%. When you receive the first statement, it declares at 5.49%. When you present the contract, they ignore you, hang up, or ask you to leave. Knowing it’s illegal, you try to speak to a consumer protection agency. Your credit union threatens to report you to collection agencies and flag you at the credit bureaus. You know you’d eventually win, but are years of credit challenges worth it?

Or another situation:

You see an unauthorized charge on your account, so you call to dispute. They claim their fraud-detection finds every occurrence, and it didn’t trigger on that one. Therefore, it is obviously not fraud. After not getting anywhere, you decide to complain on social media. They issue a gag order against you, then sue you for slander.

The latter examples are far less likely. But think about how you’ve felt when you know you’re being railroaded by a company. Powerless? Questioning if you’re actually right? Yeah, you’d never suggest becoming a credit union member ever again.

For the more likely of these scenarios, credit unions are the underdogs, and thus are vulnerable to well-funded smear campaigns. But, this all seems too extreme. No way it could happen. Right? Right?

Legitimized lying hurts everyone. We need to stand up against it in all forms.

Image credit: Pinocchio, Disney

Advice Which Isn’t Great Advice

Originally published on CUInsight.com

Read this post to get a whole lot of bad advice.

You’re still here? Wonderful. Because I didn’t give up the whole story. I am giving bad advice, but then we will learn about the better alternatives. And, we will discuss why that advice was bad. Turns out, there’s a lot of it, so the discussion will be split into a couple of parts. To start…

…Let’s focus on your website, as it is the face of your institution for most of your members most of the time. It’s like a branch…does that sound familiar?

Bad Advice: Fewer clicks are better

In the early days of the World Wide Web, everything was slow. Browsers were slow. Modems were slow. Even turning on your computer was a timely process. If a website took under 20 seconds to load, things were great. And now I have to click to another one? Ugh. I have plans tonight, you know!

Today, your phone, computer, and internet connection are each hundreds, if not thousands, of times faster than those original setups. If a site doesn’t load in 4 seconds, the majority of people are gone. It’s easy to tap or click your way dozens of links down a rabbit hole of “10 best” or YouTube related shorts with almost no delay. Just ignore the fact you burnt 3 hours of your life watching a chameleon walking across a branch, then a cat wearing a hat of its own fur (this exists).

While we may waste time online, very little of it is dedicated to waiting.

Give your members the right information to set their expectations properly. If a banner directs to a program, have a page presenting what they can expect, then guide them to applying/shopping/registering. If you were on Amazon and clicking on a product took you to the shopping cart, it’d be off-putting. Don’t do that to your members. Embrace the clicks, within reason.

Bad Advice: Information Can’t Be “Below the Fold”

Back in the day, scrolling was miserable. If you were cool, you had a sticky, dirty gray wheel wedged in your mouse. Otherwise, scrolling meant clicking a tiny arrow on the side of the screen. What. A. Pain. As a result, websites were made to fit within the most common screen dimensions of the day (800×600 or 1024×768). This meant a lot of info squeezed in a small area. I’ll admit. Many of our company sites years ago were sticklers to this concept. We still try to make pertinent information immediately prominent, but if scrolling makes a cleaner, more explanatory process, we’ll do it.

Today, who doesn’t scroll? Touchpads allow easy scrolling. All mice have a wheel or swipe area. Phones and tablets are built on scrolling. It’s second nature now. Which means your members are accustomed to doing it. Your webpages can go down, it’s ok.

General rule: If it’s essential, put it up top. If it’s explanatory, let it go below.

Bad Advice: Changing Passwords Often Improves Security

Wrong. Wrong1. Wrong123. Wr0ng2017. Fido.

How many sites do you sign in with the same password? If the answer is “none”, then you’re obviously using a password manager, or they’re written down on your desk. If the latter, get rid of that list. More than likely, you reuse your favorite password everywhere. It’s ok. You’re not alone. Passwords stink.

This piece of bad advice is my biggest pet peeve. Until recently, it was the official recommendation of the Federal Government, and is still policy at many credit unions (kudos to VyStar, who only offered partially bad advice…smiles!). I actually got into an argument with one of the largest CUs in the US for suggesting it. I’m sorry for their members.

If I asked you to make a complicated password, what would it be? Random letters and numbers (impossible to remember)? A common word with a 1 at the end (possible)? A pet’s name (likely)?

Now, imagine I told you to change it every three months, “in the name of security”. Would you come up with a more complicated password, or a simpler one? Research has shown the latter to be true. If “MyPetIsTheMostAwesome2016” was your original, perhaps the new one would be, “MyPetIsTheMostAwesome2017”. Until they say it has to change more than that. So then you use, “Pet2017”. For the next cycle, you use “p3t2017”. And few months later, you just gave up and wrote it on a post-it note stuck under your desk.

Security experts” (despite being Norton, their advice is awful) claimed that changing your password ensured it was safe. As if passwords are slowly degrading over time. Wrong. They’re either compromised or they’re not. If you have a long, complicated, but easy-to-remember password, stick with it (unless that service said their data was hacked). My favorite comic, xkcd, has a popular post about this topic. Go there, then tell me your password doesn’t include a correct horse with a battery staple. Do it.

In the interest of time, let’s end part one here. Did any of this advice surprise you? Have you been told the opposite by your co-workers, superiors, or trade associations? Comment here, and I’ll help connect you with the resources to educate them the right way. Hey, we can all be wrong. It’s what we do when realizing.

What other bad advice do we have to look forward to? Option overload, one final point about password strength, and those annoying “are you sure you want to continue” pop ups on your website!

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