Gulf Winds Federal Credit Union

Much of this post is comprised of excerpts of a letter sent to Chris Rutledge, President/CEO, and Jearil Crawford SVP Operations of Gulf Winds Federal Credit Union, Pensacola, Florida.

Here’s how I opened…

Over the many years I’ve had dealings with financial institutions, it’s generally been my finding that credit unions offer a much better value to a consumer as well as much better service. And further I’ve found that smaller institutions are generally better focused on customer satisfaction.

I can assure you that in the case of Gulf Winds Federal Credit Union the level of service is much worse than many large faceless banks, the focus on customer satisfaction is non-existent, and while the rates your institution pays for deposit account might be good, they in no way make for a better value to a consumer given the nightmarish customer (dis)service which seem to be deeply ingrained in your institutions culture.

What happened?

Well, Gulf Winds offers a higher interest rate (up to the first $15K) in your checking account if you accept electronics statements, make at least one ACH/direct deposit, and do twelve transactions using their (VISA) debit card.

So I stopped on first of July to make one of those twelve transaction, and had my card declined because it was expired.  Sure enough, the expiration date was clearly embossed 06/12 on the card.  But I decided to stop at one more retailer to make sure it gave me the same message and that there was no grace period (though I knew that the magnetic strip would have the same expiration date encoded on it that was embossed on the card)… and sure enough, a second time I got a card expired message from a point of sale terminal.

When I got home, I sent an online message requesting a replacement card.  The reply I got told me the card I had was still good.  WRONG.  I had to send a second message for the exact same issue.  Clearly the customer (dis)service person was in too much of a hurry dismissing customer issues to really care to look into what the issue might be.

Then I was told that I’d have to drive to the corporate branch during business hours; a drive which would be one hundred miles round trip for me; so I ask if it would be possible to transfer to a closer branch (which they indicated yes, but I never actually ask them to do the transfer).

I drove to the corporate branch; stepped in, no one was at the receptionist desk, so I had to wait… finally a young woman told me that the high interest checking account cards weren’t in yet; then she checked again (at my request), and told me my card was at the branch I inquired about having it transferred to; then I ask to speak to someone who actually might have a clue what was going on… and I was ask to wait.

I waited until I’d been at the branch nearly half an hour then left.

One the way back I got a call from a woman there who told me that my card had been at the corporate branch all this time.  And I (not so politely) told her to throw it in the trash, that I would never step foot in a Gulf Winds branch again.

After another half hour I got a call from a man at the branch I normally do business with offering to bring the card to me (he had no idea of the distance), and I told him that Gulf Winds didn’t deserve my business.

I’ve put all this (and more) in a letter (as I said) to Gulf Winds, but to me (since this isn’t the first time I’ve had issues like this with Gulf Winds; nor did the pathetic customer service on this instance only involve one individual)  this is a cultural issue where Gulf Winds people do not take ownership of issues, and only care about going through the motions and moving customers through a (broken) system.

Even though you might be able to get better rates at Gulf Winds than other local institutions, I highly recommend putting your assets in an institution more deserving of your support.

After all, I wasted more than two hours of my life that I will never get back, and will never be compensated for… as far as I’m concerned there’s nothing at Gulf Winds for me.

Originally posted 2012-07-08 02:00:30.