Academic journal article ABA Banking Journal

Q What's the Value Proposition? an Interview with Bob Schmermund, ABA's Executive Vice-President of Membership

Academic journal article ABA Banking Journal

Q What's the Value Proposition? an Interview with Bob Schmermund, ABA's Executive Vice-President of Membership

Article excerpt

ABABJ: What is the most valuable aspect of ABA membership?

Bob Sehmermund: Being a champion for the industry is critical to what we do. Given the economic, regulatory, and legislative environment, bankers need someone in their corner. We do that through advocacy, products and services, and education and training. It's all here. ABABJ: Much of what your department does focuses on encouraging members to utilize the value of ABA membership to the fullest.

BS: Membership is about retention, recruitment, and engagement. We want our members to learn more about us and use our many resources. The more our members use us, the more value we can provide. One other thing: Anyone can and should call ABA first. It doesn't matter what the question or problem may be.

ABABJ: How do you acquaint banks with ABA's depth and breadth of resources?

BS: One popular method is through our Membership webinars. These on-line presentations take bankers through everything we can provide and what we do. We can also customize a webinar for any bank's staff. It's a great way for bankers to learn what's in it for them when their bank is, or becomes, an ABA member. We make good bankers better. We make it easier for bankers to do their jobs. That's why we're here. We really do have unmatched depth and breadth of resources. That's a compelling reason to join ABA.

ABABJ: What interesting fact can you tell us about ABA's overall membership?

BS: If you look at the banking industry by asset size and compare it to our membership, you'll see that we mirror the industry we represent. …

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