At the recent Grenada Chamber of Industry & Commerce Business Award Dinner held on Saturday 28 October 2017 at the Spice Basket, Beaulieu, St George.  In commenting on this achievement the CEO, Mrs. Lucia Livingston-Andall expressed her pleasure on the Credit Union being able to capture this Crème-de-la-crème Award.  She attributed this recognition to be the result of the Credit Union’s strategic move to become more appealing to members, by looking at the way we do business by refocusing on the brand, branches and behaviours.”

Ariza, formerly the Grenada Public Service Co-operative Credit Union, made a bold strategic business decision to rebrand in December 2016.  The Credit Union has shown consistent growth moving from 176M in assets in 2012 to 287M in December 2016.  This growth puts Ariza as the second largest Credit Union in the OECS, and the largest in Grenada.

The Credit Union’s approach to improving its branches was to invest in a new building at Bruce Street to facilitate more members in a comfortable environment with parking facilities and disable access.  This location was ergonomically designed to be warm and appealing to current and prospective members.  Hot beverages are available at the location, and a member service unit was added to bolster the organisation’s commitment to improved service.  It simultaneously updated its two branch locations on Canal Road Grenville and Church Street, Hillsborough, Carriacou to reflect its new brand.

Although physical access is a priority, electronic access to funds have proven to be equally as important, as a result, new ATMs were installed at the Bruce Street location,  bringing the total fleet up to five nationwide.  Access to funds at Ariza is made easier with the International Debit Card and Mobile and Online Account Access for members of the Credit Union.  Ariza is the only Credit Union that currently offers this service.  Furthermore, the Credit Union invested in other technology to improve operations and to significantly speed up the rate and volume of persons served at the branches.

The rebranding was specifically aimed to open the organisation up to new markets to be explored and improve the image of the organisation in the Grenadian Market.  The brand strategy was achieved through the choice of name Ariza which connotes “Arise & Horizon”   This feeds into the brand promise to assist members to rise above the Humdrum of the every day and aim for their dreams – whatever they may be.  

The brand colours were also updated to orange and teal which are vibrant and visually appealing to the young and young at heart in order to address the ageing of the average Credit Union population and provide opportunities for growth in the Sector.  

The Credit Union in its quest for a higher level of service delivery embarked on a transformational program aimed at improving, its behaviours through additional strengthening activities such as training and recruitment.  Delivery of the service standards promised under the new brand dictates simultaneous attention to the efficiencies of internal processes, organisational structure and human resource capacity.  A re-engineering project, concentrating on reviewing and revising internal processes and training of staff for personal and professional development was undertaken as well.

The CEO also commented on the presentation of the Key Note Speaker- Governor of the ECCB, Mr. Timothy Antoine, at the Awards Dinner, and the coining of the term “Nowness” to reflect the urgent need for making bold new strategic moves for the economic development of the region.  She saw the Credit Union movement as a key player in facilitating this new thrust.

Kimalene Regis

Marketing & Communications Manager

Ariza Credit Union

Bruce Street

kregis@arizacu.com