We Need To Talk (To The Member): Technology Generates Savings, But It Also Poses A Risk, Says Panel, Citing Missed Opportunities.

ORLANDO, Fla. -- Technology may be driving much of the decision making in lending but it would serve credit unions well if lenders got back to an old- fashioned strategy: a conversation with the member.

"Many lenders are becoming computerized order takers and they need to rediscover the art of conversation," observed Dave Schurman, CUNA Mutual Group vice president, Lending Solutions Group national sales. Schurman was part of a panel discussion during CUNA Mutual's Discovery Conference. "You don't do a diagnosis without a complete conversation. You have to talk with the member to uncover their needs."

Panel members said credit unions spend a lot of money …