Creating a Culture of Excellence: The 4 C’s

Credit unions sometimes struggle with creating the perfect culture.  The most successful culture-centered organizations in the world have spent countless hours determining the components of their respective cultures.

Challenging as it may be, credit unions also try to instill a certain kind of culture at their organizations – doing so helps improve employee morale, productivity, and satisfaction.  But the best cultures go beyond all of this and create loyalty – among the credit union’s members but also among employees.

When Southwest Airlines was founded, they immediately implemented an “employees first” culture.  Not “customers first.”  That may seem like a serious faux pas; however, the airline’s founder believed that if the employees were happy and motivated, customer satisfaction and loyalty would be the direct results.  Today, Southwest Airlines is the largest airline carrier by passenger volume in the United States and is also the only major airline that has consistently produced positive results during the economic downturn.

Can credit unions take a lesson from Southwest?  I think so.  And so I offer the following 4 C’s on which credit unions can start building their own cultures of excellence:

Commitment – Credit unions that are the most committed to providing exemplary member service and the most positive employee experience will achieve the greatest success.  In addition, credit unions that have an unwavering and steadfast commitment to creating and maintaining the most productive workplaces will rise above the pack.  Hard work, determination, and realistic goals are the keys.  There are no shortcuts.

Collaboration – The most successful credit unions are the ones that enjoy the greatest amounts of collaboration among employees.  All of the credit union’s employees (top-down) must endeavor to work together to obtain the best results.

Communication – The lines of communication should always remain open.  When things are going well, the credit union has a duty to inform their members and employees.  The same rings true during times of difficulty or crisis.  If the employees know about and understand the challenges facing the credit union and are encouraged to view challenges as learning opportunities, chances are much better that they will work harder to overcome the obstacles.  If the credit union’s employees are crystal clear about expectations, goals, and responsibilities, they will be more productive and energized.  Ambiguity and confusion will often result in failure.  So communicate often!

Clowning – The best places to work are those which allow employees to have a little bit of fun.  Sure, operating a credit union is a serious business and the fiduciary responsibilities involved can sometimes prove daunting.  But people need to be allowed to laugh, joke around, and enjoy the work that they are doing.  The credit union’s members should know that the employees enjoy what they do.  As a consumer, I wouldn’t necessarily want to do business with a company that didn’t incorporate a little fun into the daily grind.  Your credit union’s members may feel the same.

Creating a culture of excellence doesn’t have to be difficult.  But it will take commitment, collaboration, communication, and some clowning around.  So go forth and create…..and be excellent!




About Your Full Potential, LLC

I am the President of Your Full Potential, LLC and the Founder of ABSURD! Leadership. I am a professional speaker and have addressed thousands of people throughout the United States and internationally on the topics of leadership, sales, service, business development, marketing, and strategy.
This entry was posted in Building Relationships, Business Development, Credit Unions, Management, Marketing. Bookmark the permalink.

3 Responses to Creating a Culture of Excellence: The 4 C’s

  1. Mark Arnold says:


    I love the 4C approach–very “clever” (using C on purpose) on your part! I would suggest a fifth C: consistency. Many credit unions lack consistency from the board room to the break room. How well all your employees align together (branch to branch, department to department, etc.) leads to a much stronger culture as well.



  2. Pingback: 7 Ways Transformational Leaders Are Different | workplace MOJO

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