Meaningful relationships are built one genuine connection at a time.
In credit unions today, results are easily quantified. Efficiency ratios, loan growth, member satisfaction, and engagement scores are just a few of the many ways credit unions measure success. But among the most powerful drivers of organizational performance is something more difficult to measure: trust.
Research across industries reinforces this. Deloitte’s 2024 Human Capital Report shows that organizations with high trust levels experience more than double the employee engagement of those with low trust. Gallup data echoes this: teams with trust-rich cultures are 23% more profitable, more resilient during change, and more innovative over time. Trust isn’t “soft;” it’s structural, and it’s earned through consistent relationship-building.
Yet, so many partnerships in our industry risk becoming transactional—sponsorship logos, occasional visits, one-time collaborations. When relationships become surface-level, their potential disappears and the value to both the organization and members starts to decline. The most successful leaders resist that drift, knowing that authentic connection—built on empathy, consistency, and shared purpose—is what truly drives long-term loyalty and organizational success.
“Partnership” Means More Than Presence
For Deonne Christensen, President/CEO of Mazuma Credit Union, relationship-building isn’t a program or initiative; it’s a way of leading.
One of her most meaningful examples began with the Center for Advanced Professional Studies (CAPS) in Kansas City. The initial partnership centered around a CU Disrupt event where students from across the metro gathered at Mazuma’s headquarters for a hackathon-style challenge. The energy was contagious, and the collaboration felt genuine.
“It was authentic,” Deonne recalls. “It was just real.”
That authenticity became the foundation for something greater. Over time, Mazuma welcomed CAPS students as interns in its technology and marketing teams. Eventually, the relationship deepened to the point that CAPS brought its entire business to Mazuma. The result wasn’t just a win for the credit union—it was a shared success story for the community.
“It was long-term nurturing, partnering, and supporting the good work they’re doing,” she says. “And it ended up definitely coming back and having all boats rise.”
The Calm That Builds Confidence
Not every relationship unfolds in ideal circumstances. In leadership, there are moments when trust must be earned quickly, amid competing priorities, limited time, or high-pressure stakes.
Deonne has learned that the key is composure. “The way I’ve found the most success is to be calm, cool, collected, and provide reassurance,” she explains. “And probably the most important thing is to put others’ benefits far above ourselves.”
By leading with empathy instead of ego, she models the kind of stability others can rely on, turning high-pressure situations into opportunities for deeper connection.
Start Where You Are, Be Who You Are
For emerging leaders, Deonne offers equally straightforward advice: don’t overcomplicate it. “Be real, be authentic, be genuine, and really build relationships,” she says. “All of the rest will figure itself out.”
Her reminder is timely. In a leadership culture that often rewards results over relationships, authenticity has become a competitive advantage. When leaders focus first on connection, everything else—engagement, innovation, and impact—flows naturally from it.
Lead the Way: Strengthen Your Relationship-Building Muscle
For leaders seeking to grow your relationship-building skills, consider:
- Lead with service.
Ask, “How can I help others succeed?” before asking, “What’s in it for us?” Strengthen your skills by checking out the Harvard ManageMentor courses, “Coaching” and “Developing Employees,” which CUES members can access via your myCUES Dashboard. Also check out the Center for Creative Leadership's repository of relationship-building content, starting with "Building Relationship Skills at Work." - Create continuity.
Return to the same partners year after year, deepening trust instead of constantly pursuing new visibility. Take it a step further and consider non-profit community organizations; a consistent partnership with a local non-profit can expand reach, ensure inclusivity, and provide deeper insights into your local population. Explore more benefits in "Banking on shared values: 6 reasons nonprofits should partner with a local credit union." - The best way to learn is to teach.
Consider becoming a mentor to an emerging leader; it's a great way to brush up on your relationship-building skills by putting them into action. CUES SVP/Chief Marketing Officer Tony Hill recently shared thoughts on mentorship in "Mentorship is the Missing Link in Your Leadership Strategy," including ideas for how to get started. - Invest in development.
Explore opportunities through CUES Facilitated Workshops to focus on a customizable learning experience that’s hands-on and ready to inspire change.
The Bottom Line
In a world where results are tallied quarterly, relationships remain the true measure of leadership. Deonne reminds us that the strongest connections are the ones that lift everyone higher, proving that when we invest in people first, success naturally follows.
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