Marketing Competencies


Level 1:
Frontline Tellers, Loan Processors, Receptionists, Operations Staff, Volunteers


Level 1 Employees are Frontline Staff including Tellers, Receptionists and other non-contact staff and Volunteers who have face-to-face and/or telephone contact with members on a regular basis. These individuals have the opportunity to dialogue with the members and therefore listen to members’ direct and indirect needs and mention products and services as appropriate. These individuals do not need to be product experts necessarily (based on title); however, they do need enough knowledge to demonstrate competence when answering member inquiries and be able to refer the member to the appropriate area when more expertise is needed. Some of this information may be obtained internally through on-the-job training or your credit union policies and disclosures, while other information is covered through a variety of external training methods.

For CUNA offerings, click here.


Level 2:
MSRs, Lenders, Line of Business Managers


Level 2 Employees require more knowledge of your credit union’s products and services and demonstrates more effective communication skills. These individuals are able to fully engage members in conversations to not only clarify direct or indirect needs, but to inquire for unstated needs in a professional manner. They are skilled in cross-selling the value of products and service to a particular member’s needs. Some of this information may be obtained internally through on-the-job training or your credit union policies and disclosures, while other information is covered through a variety of external training methods.

For CUNA offerings, click here.


Level 3:
Marketing Assistants, Marketing Specialists


Level 3 Employees should have a competent level of understanding of all the credit union products and services in addition to the ability to look at tactics for in-house promotions to motivate internal staff to cross-sell and contribute to outbound campaigns to raise consumer awareness of credit unions in general and your credit union. They should be familiar with the competition’s offerings. Some of this information may be obtained internally through on-the-job training or your credit union policies and disclosures, while other information is covered through a variety of external training methods.

For CUNA offerings, click here.


Level 4:
Business Development Officers/Managers, Marketing Directors


Level 4 Employees are fully competent in all the skills listed above and are responsible for the growth of membership and share of wallet for your credit union. These individuals need a strong knowledge of the products and services being offered by the competition, upcoming products and services, gender attractions tactics, etc. Employees at this level create creative campaigns to grow credit union awareness and member penetration as well as possibly manage others to cross-sell and promote the credit union and its products and services. Some of this information may be obtained internally through on-the-job training or your credit union policies and disclosures, while other information is covered through a variety of external training methods.

For CUNA offerings, click here.