New market perspectives at your credit union

first_img 16SHARESShareShareSharePrintMailGooglePinterestDiggRedditStumbleuponDeliciousBufferTumblr In her presentation, “How to Build Business With Members and Prospects not Like You,” Kelly McDonald began by showing her primarily North American CEO/Executive Team Network™ audience how truly diverse the marketplace is, how much it’s changed and how fast it’s continuing to evolve. The U.S. Census Diversity Index, for example, measures the probability that two people chosen at random will be of a different race and ethnicity on a scale of 0 to 100. In 1980, the likelihood was 32; by 1990, it was 40; by 2000, 47; and by 2010, 52.Pointing out that diversity takes many forms (age, rural vs. metro, gender, physical abilities to name a few), she said “understanding someone different from you means understanding their life, their priorities, their values, the experiences that define them, their perspective.”To see what she meant, try this simple exercise: Ask a variety of people who Ron Howard is. “Matures” might say Opie from The Andy Griffith Show, while Boomers might answer Richie from Happy Days, and Gen X and Gen Y might identify him as the director of movies like Apollo 13 and The Da Vinci Code. All correct answers, just different perspectives.When targeting Gen Y, McDonald, author of Crafting the Customer Experience for People not Like You, recommended appealing to these key values: continue reading »last_img

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