Face to Face: A Credit Union’s Irreplaceable Advantage

Our society seems intent on replacing human interaction with technology. In the independent Atlantic Baseball League, an experiment to automate the calling of balls and strikes is underway. The umpire still stands behind the plate but gets the ball or strike call via an Apple AirPod earpiece from a computer equipped with an artificial intelligence program.

Credit unions are deploying options so members speak to their phones or their home speakers, asking questions that were once answerable only by another human being. From account opening, to on boarding, to completely automated credit decisions, the race is on to take the human out of every conceivable member need and experience.

So what are the events that defy Google questioning and experiences we can only have through face to face interaction with another human? Answering that challenge is how credit unions will not only remain relevant but also define how each will compete no matter the asset size, number of branches or range of services. For what will be the cooperative advantage if people helping people simply becomes computer programs massaging each members’ data and responding based on software logic, no matter how intelligently designed?

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