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About ACCESS Branding

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63 views4 pages

About ACCESS Branding

Uploaded by

GandhiMrvica
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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ACCESS: Building Winning Quality Credit Unions

In the absence of enabling regulatory environment for financial cooperatives in Asia (except
for Korea), ACCU has been exerting efforts to develop tools to self-regulate credit unions
side by side with lobbying with the cooperative regulators.

ACCU develops quality assurance standards called


ACCESS (A1 Competitive Choice for Excellence in
Service and Soundness) - Credit Union Solution No. 3.
Branding is about getting the members see their credit
union as the only one that provides a solution to their
problems. ACCESS confirms the credit union credibility,
solidifies member loyalty, connects to members emotionally,
and ensures quality of people in management and
leadership. Adopted from the Balanced Scorecard,
ACCESS comprises of 86 measurable indicators on
Financial, Customer/Member, Internal Business Processes and Learning & Growth
Perspectives.

ACCESS intends to certify credit unions achieving standards on ranking of Bronze, Silver,
Gold and Platinum. Besides certification, ACCESS aims to provide road map to build credit
union excellence. ACCESS can present an opportunity for improvement to credit unions in
the absence of external regulatory environment on prudential norms and operational
standards.

EQUIVALENT %
Branding SCORE provided that there is no percentage lower than 50% in
any perspective
Bronze 207-241 60-70%
Silver 242-275 71-80%
Gold 276-310 81-90%
Platinum Above 311 above 90%

A strong brand is invaluable and so the CEOs of member organizations defined two pre-
requisite standards for accreditation: Delinquency ratio is equal or less than 5% of loan
portfolio and Net Institutional Capital is minimum 10% of total assets. ACCESS brand has
uncompromised value and that the latter two standards are tests of institutional strength.

The ACCESS Diagnostic Tool (Credit Union Solution 3) and the ACCESS Auditors Systems
and Procedures Manual (Credit Union Solution 12) are resources available for members.
The Audit Manual establishes guidelines on general standards, ethical considerations,
reporting and documentation by ACCESS Brand Auditors.
ACCESS Brand Persistence

Branding strategy is part of ACCU’s Road Map to ensure quality assurance program.
Obviously, the gaps between the current performance of credit unions as against ACCESS
standards are opportunities for improvement. ACCU focuses its efforts to assist its member
organizations to fill the gap through the development of solutions that could be in ranges of
management technologies, tools and training.

The branding strategies will define the role of the Credit Union Movement as a new leader in
the Financial Service Sector. It will promote those characteristics that differentiate credit
unions from other financial institutions in the marketplace. Branding will also communicate
our capabilities to a broad national audience that does not realize how closely attuned their
values are with those of credit unions. Most importantly, credit union operation will turn
around into a dynamic and creative cooperative financial institution.

ACCU trusts that ACCESS will serve as management system that can channel the energies,
abilities, and specific knowledge held by people in credit unions toward achieving long-term
strategic goals. Achieving every indicator will build long-range competitive capabilities, value
and differentiation of credit unions in the marketplace.

Based on the Balanced Scorecard, the following four perspectives are adopted by ACCESS:

1. Financial perspective – aimed at the safety and


soundness of the credit union, the financial
measures are valuable in summarizing the readily
measurable economic consequences of actions
already taken. Financial performance measures
indicate whether a credit union’s strategy,
implementation, and execution are contributing to
safety and soundness of credit union. Financial
objectives typically relate to the goals of the
PEARLS Monitoring Tool i.e. Protection, Effective Financial Structure, Assets Quality,
Rates of Return and Costs, Liquidity and Signs of Growth.

2. Customer perspective – the core


outcome measures in this perspective
are: customer satisfaction and quality
products and services. The standards
under customer perspective also include
specific measures of the value
proposition that the credit union will
deliver to member-customers in target market segments. As a credit union, this criterion
also measures the value of the product as it translates to the mission of credit union:
enabling people to grow. Thus, products and services are gauged on how well it helped
members improve their financial capacities and reach their financial goals.

3. Internal business perspective – ACCESS measures the credit union’s internal-business-


processes in which the organization must
excel. These processes enable the
business unit to deliver the value
propositions that will attract and retain
members and will have the greatest
impact on customer satisfaction and
achieving the credit union’s financial
objectives. ACCESS has identified two
key performance measures: operational
efficiency and competitive position.

4. Learning and growth perspective – the fourth perspective is the learning and growth that
identifies the infrastructure that the credit
union built to create a long-term growth
improvement. The two key performance
measures are: knowledgeable and
involved board of directors and employee
satisfaction. ACCESS will measure the
capacity of the credit union in providing
appropriate skills for directors and
employees, aligning HRM policies and
procedures to ensure that directors and
employees acquire the required skills for the new competitive environment.

Perspectives No. of Indicators Equivalent Score (x 4) %


Financial 13 52 40
Customer/member 27 108 20
Internal Business 26 104 20
Learning & Growth 20 80 20
Total 86 344 100
The ACCESS tool has Bangla, Thai, Indonesian, Nepali and Russian versions. As of
September 2019, ACCU has accredited a Gold, 1 Silvers, 10 Bronze 16 credit
unions.

ACCU is happy to provide a platform for our members to carry ACCESS self-
assessment online. Please follow the instructions and register to enable the features of
our online assessment. ACCU will make the necessary configuration for you to log in.

If you have any question, please inquire ACCU Member Services Officer Mr. Kamon
Kiattisirikumpon at kamon@aaccu.coop

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