Loren Hudziak—solutions architect for Google and mobile-search technology pioneer—shared his “mental model” insights with REACH 2016 attendees during the Thursday morning general session (Nov. 3), saying that credit unions can home-in on their members’ “human intent” instead of general characteristics when looking to better serve their needs.
“If you want to effectuate change in your credit union, there has to be some galvanizing fact that shifts the way you see things,” Hudziak said. “It’s paramount that you challenge the way you think about how you do things internally and how you serve your members.”
He shared facts about Google’s challenges and successes in transforming its search platform, as well as some general facts. Google considers its “product” the information and knowledge its platform connects. The internet-search company fields 3.5 billion queries every day in more than 100 languages. It has indexed more than 130 trillion URLs (website addresses) and provides them within a quarter-second to users.
It also owns the largest computing infrastructure on the planet and is using non-search engine products (software, apps, Google Home device, virtual reality goggles) to collect data and take action for improving people’s lives. “As we start moving into ‘the internet of things,’ we start to append the technology we already have in place,” Hudziak said. “It’s all about taking data in analogue format and converting it into digital format, and collecting and aggregating it so we can use it to change peoples’ experiences.”
Google wants to take certain pieces of technology and satisfy whatever creative itch someone might have, he said. All of this starts from the digital tapestry surrounding them that’s been in separate silos up until now. The purpose is to create an environment where technology can anticipate a human’ patterns—perhaps a consumer’s “intent”—and provide a knowledge-based, holistic approach.
Regarding the company’s core search-engine function, “we can’t look at just demographics anymore,” Hudziak said. “We have to find out people’s intent. We used to say ‘mobile first’ all the time. Now we’re saying ‘mobile only’ and ‘AI first’ (artificial intelligence). It all goes back to the ‘mental model’ and finding out what your members’ intent is, and their relationship to you.”
When Google Glass was launched a few years ago, Hudziak’s 5-year-old daughter tried on a pair. Within hours she had learned how to operate the camera and almost all of its functions. “She is your credit union’s future member,” he said. “If you don’t meet her expectations, she’ll go elsewhere. This is a rare opportunity for your credit union to interact with this generation in the way it expects.”
League Award Recipients
Later that morning, seven credit union industry leaders and volunteers, and one credit union, were honored on stage. The 2016 recipients are:
- Leo H. Shapiro Lifetime Achievement Award: retired California Coast Credit Union CEO Marla Shepard
- Distinguished Service Award: SMW 104 Federal Credit Union President and CEO Rick Hanan
- J. Alvin George Outstanding Volunteer Award: Jerry Gaines, South Bay Credit Union, Lloyd Jones of Mattel Federal Credit Union, and Ron Seaman, SAFE Credit Union.
- Tomorrow’s Star Award: Desert Valley Federal Credit Union Dana Griffin
- Kim Bannan Eternal Flame Awards: McKesson Employees Federal Credit Union President and CEO Christopher Bruno (individual), Hanin Federal Credit Union (credit union/organization)