Marketing
Kristen Christianson
Director of Digital MarketingCUES
At CUES, no two member dashboards are alike. Kristen says the team is always listening, too.
Why we love this
Why We Love What Kristen Is Doing
CUES develops leaders for the credit union industry, from CEOs and board members to emerging talent. A couple of years ago it opened membership to everyone at a credit union, not just executives. Since 2018 it has grown from 14,000 members to more than 52,000.
A new membership can be overwhelming, Kristen says, and the member dashboard helps solve that: a quick way to get started, and no two are alike. Personalization is key at CUES, she says: the right message to the right person at the right time.
CUES shows up for members like a coach or mentor, she says. And what members tell it, through surveys, event evaluations and feedback, drives its decisions.
In Kristen’s own words
To CUES members
We askedWhat would you say to CUES members, if you could talk to them directly?
I want them to know just how much we appreciate them.
You’re the reason we do what we do.
So we’ll meet you where you are and really walk with you as far as you want to go.
Who CUES serves
We askedWho is CUES, and who are its members?
We focus entirely on developing purpose-driven leaders in the credit union industry.
CUES supports
700+
credit unions
Since 2018, up from 14,000
52,000+
members
A culture of care
We askedWhat is CUES doing to show its members love?
I really believe that CUES has a culture of care.
We show up for members like a trusted coach or a mentor.
One of my favorites is something simple, but meaningful.
Every year at our industry’s largest conference we offer free professional headshots.
So people come back year after year.
Making sure the right message gets to the right person at the right time.
Personalization is key, and we lead with that at CUES.
It makes them feel seen and valued and truly supported.
No two dashboards are alike.
We’re always listening as well.
That input really drives our decisions here at CUES.
Advice for other associations
We askedWhat would you tell another association that wants to show its members more love?
Give your members hugs, not handshakes.
Talk with your members. Conduct the surveys, interviews, the journey map.
Always be thinking ahead.
Relevance isn’t just about today. It’s about being ready for what your members need tomorrow.
The Member Impact
What changed for members
Kristen says offering a personalized experience led to “huge improvements for our members.” CUES tracks whether members know about their benefits and use them: courses taken and completed, learning journeys continued, events attended.
- credit unions CUES supports
- 700+
- CUES members todayUp from 14,000 in 2018
- 52,000+
Beyond the numbers
- Every member gets a personalized dashboard with relevant courses, learning journeys and event opportunities.
- Members who log in to the CUES website go straight to their dashboard, and new members meet it in onboarding, a quick way to get started.
- Feedback from surveys, event evaluations and website behavior drives CUES’s decisions.
In their words
Hear It From Kristen
Kristen Christianson on loving your members
90 seconds
The 90-second We Love Our Members film with Kristen Christianson of CUES: what CUES does to show its members love, and her advice for leaders who want to do more.
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