Friction Is Inevitable—But It’s Also a Clue
- Anne Legg
- Jul 11
- 3 min read
Updated: Aug 15
Every time a member encounters a snag—whether it’s a delayed deposit, a confusing digital flow, or a long wait for support—they provide you with something invaluable:
A chance to make things better.
Friction isn’t just a pain point; it’s a signal. If you know how to listen, it can guide you to a better, more fulfilling member experience.
The Shift: From Fixing Problems to Designing Value
Most credit unions excel at solving problems reactively. However, few utilize their data to ask:
“What kind of experience would fulfill this member’s goals?”
This is the mindset shift:
From firefighting to future-building.
From process thinking to person thinking.
That’s the essence of turning friction into fulfillment.
What Does Fulfillment Look Like in a Credit Union?
Fulfillment isn’t flashy or gimmicky. It’s simply ease, clarity, and confidence across every interaction. Here are some examples of fulfillment in action:
A member receives a financial wellness email the same week they miss a loan payment.
A frontline employee sees an alert for a high-value member at risk of churn and makes a personal call.
A student member gets proactive guidance during the back-to-school season based on spending trends.
It’s data → insight → action → member impact.
Fulfillment Comes from Activated Data
Here’s the secret: fulfillment doesn’t come from systems. It comes from how you *use* them.
That’s where the Data Activation Series shines:
It helps your teams identify where friction is happening.
It provides tools to use existing data for real-time decisions.
It fosters a culture where small insights fuel big improvements.
When paired with a strategic foundation like THRIVE 90, fulfillment becomes part of your operating rhythm, not just a hope.
Ask Yourself:
Where are our members experiencing hidden effort or delay?
Are we acting on member data, or just storing it?
How can we align our tools, teams, and timing to deliver more value with less friction?
One Credit Union’s Story
After implementing the Data Activation Series, a $900M credit union used journey mapping and CRM alerts to flag when loan applicants stalled in the process. They created a follow-up call script and an email triggered 24 hours later.
The result? A 28% increase in closed loan applications—and a surge in member satisfaction scores. Less effort. More fulfillment. That’s the power of data when activated with intention.
Want to Create Your Fulfillment Strategy?
📥 Start with the Mid-Year Check-In
🎯 Explore THRIVE 90
🎓 Join the Data Activation Series
Got the Data—Now What?
The Data Activation Series equips your teams with the confidence, clarity, and capability to use data every day.
No jargon. No overwhelm. Just impact.
Learn more about how your team can transition from reactive to data-ready.
Create Clarity & Certainty in Uncertain Times
Discover the 3-step framework credit unions are using to reduce friction, guide members, and make confident decisions in unpredictable times.
Download “Creating Certainty in Uncertain Times” and start turning insight into impact.
Pause. Reflect. Reignite.
This mid-year check-in will help you assess how aligned your data, strategy, and teams are—and where to focus for the biggest impact in the second half of the year.
Start the Check-In
Understanding the Importance of Data Activation
Data activation is crucial for creating a seamless member experience. It allows credit unions to leverage their data effectively. By activating data, organizations can identify trends, anticipate member needs, and respond proactively. This leads to enhanced member satisfaction and loyalty.
The Role of Technology in Data Activation
Technology plays a vital role in data activation. With the right tools, credit unions can analyze vast amounts of data quickly. This enables them to make informed decisions. Investing in technology is essential for staying competitive in today's financial landscape.
Building a Culture of Data-Driven Decision Making
Creating a culture that prioritizes data-driven decision-making is essential. Training staff to understand and utilize data effectively can lead to significant improvements. Encouraging collaboration across departments can also enhance the overall member experience.
Conclusion: The Path Forward
In conclusion, friction is not merely an obstacle; it is an opportunity. By embracing data activation, credit unions can transform challenges into pathways for growth. The journey towards fulfillment is ongoing, but with the right strategies, organizations can create lasting value for their members.
Comments