By Ray Birch
RENO, Nev.—When members of one credit union here sign into online banking and need assistance, they have the option of clicking on the “Just Ask Jennifer” button and being connected to the CEO.
The Jennifer in this case is Jennifer Denoo, CEO of the $212-million Great Basin Credit Union. When Denoo was named to lead the organization three years ago, she has asked members to contact her via the website. That led to creation of the “Just Ask Jennifer” button prominently displayed on the homepage. As website text explains, “You’ve got questions? She’s got advice.”
When a member clicks on the button they see a friendly image of Denoo with her feet up on her desk in her office, accompanied by copy that reads, “If you’ve got a problem, she can solve it! If you’ve got questions, she’s got answers! Our CEO, Jennifer, is always here to answer any questions you may have about financing, the credit union, and beyond.”
The credit union also promotes the feature across the top of the homepage at selected times each month.
Those requests come straight to Denoo’s email, and she told CUToday.info she answers every one.
“I just wanted to do something different,” explained Denoo. “As we know, the CEO is not always available to members and I just wanted to make sure my members know they can reach me.”
Denoo has been with Great Basin for 26 years, starting out as a teller and working her way up the ranks, doing just about every job except accounting. She said that as her responsibilities increased, so did the distance between herself and her members’ daily lives.
“After a while you are doing less of what you love to do when you started at the credit union, which is helping members directly,” she explained. “That is what I love doing. I love interacting with members and solving their problems, giving them answers, and assisting them with their financial troubles.”
‘I Am Just Different’
Denoo said she is not concerned about those who might question if this is a good use of a CEO’s time.
“I am just different,” she said. “I know this is important to our members. It’s important to me. And it’s important to the credit union.”
When members click on a link to reach out to the CEO, they complete a form that goes directly to Denoo. She said the forms also go to two other staff members in the event she is not readily available. Denoo emphasized, however, the answers to members come directly from her.
“I will answer via chat, email or a phone call,” said Denoo, who adds that some answers are also posted on the website.
Denoo acknowledged she doesn’t always have answers to the questions members pose. For example, IT concerns. When that happens Denoo reaches out to the proper credit union expert, gets the answer, and then reaches back to the member. Denoo said she tries to get back to members the same week they contact her.
“But to be clear, I answer each of these requests personally,” Denoo said.
Why Members Reach Out
Denoo said the reasons members reach out to her are varied.
“It’s everything you can imagine,” she said. “A member just asked me a question about a mortgage; she was having refinancing trouble. Another member just asked me how to sign into online banking. Sometimes it’s people with troubled credit, not knowing what to do. And I even get calls from members telling me their car doesn't work.”
Denoo said the volume of requests she receives through Just Ask Jennifer is “steady,” noting at times the pace can increase to a challenging point.
“Every time we run this feature at the top of our website I get more questions,” she said. “The same thing when we note it in our newsletter or email messages.”
Steady Volume, But 1 Member Not Happy
Denoo said the pandemic has not affected the volume of requests for assistance.
There are times when members ask difficult, sensitive questions, and Denoo said she addresses each one. She said she has never received a request in which a member has been insensitive or inappropriate, but recalled one very “different” communication.
“In my Just Ask Jennifer photo, I have my feet up on my desk,” said Denoo, who emphasized she took the picture that way to show how she is different than the normal bank or credit union CEO, and that she is friendly. “But one member told me he thought having my feet on my desk was offensive.”
Denoo explained she did some research on the member to understand his demographic, so she could respond better to the comment.
“I always try to find out who I am talking to, and I told him that if I had the opportunity to meet him face to face, which I told him I would enjoy doing, he would find I am totally not your normal CEO. I said in my response that having my feet up on my desk is not normal, but that neither am I,” said Denoo, noting the member is older. “I’d much rather show that photo than me sitting in a boardroom wearing a suit, because that is not me.”
The Ultimate Goal
Ultimately, said Denoo, she is most hopeful what Just Ask Jennifer has done is make members realize Great Basin FCU is not some big corporation.
“Our main focus and vision is to be member loved, that's literally what it is,” said Denoo. “How can they love us if they don't feel like they can connect with us, and they don't feel like we know who they are, and they don't feel like we care. We do this not only through Just Ask Jennifer—our entire staff pays attention to our members and members know that.”