Phoenix, Ariz. (July 13, 2005) – Arizona Federal is dedicated to effectively serve its members through service, and today their senior staff members are taking a major step in understanding how the Latino market defines services by participating in a one-day training on how to effectively serve the Latino market with Dr. Juan Hernandez.

Dr. Hernandez has conducted more than 40 presentations and workshops throughout the nation this past year to credit union chapters, chambers of commerce and other groups who have an interest in bettering their relationship with the Latino community.

Described as one of the most brilliant men in the world (Fortune 2001), named Humanitarian Man of 2001 by Latin Trade Magazine (2001) and classified as one of the 100 most influential Hispanics in the U.S (Hispanics in the U.S (Hispanic Business Magazine 2001), he is known for his passion for the defense of the rights of immigrants. He has appeared on Nightline, the Peter Jennings show, and is a regular on Univision.

The one day training will include cultural aspects of the Hispanic population, and will analyze relevant issues to financial institutions, especially credit unions. Dr. Hernandez will discuss the general aspects of the Hispanic culture including history, art, language, education, stereotypes and family values. The day will end with a discussion on ethics including views on time, employer-employee relations, attitudes towards financial institutions, remittances and creating relationships with the Hispanic community.

“We are dedicated to providing our members with excellent service and we feel it is very important that our employees understand how are Latino members define service,” said Laura Lowe Edgar, director of community services for Arizona Federal. “Arizona Federal's vision is to be the financial institution of choice for the Latino market and this is a big step in moving in that direction.”

For more information on Arizona Federal and the services they provide for their members, call (602) 683-1000 or visit their website at www.azfcu.org.

Arizona Federal is one of the state’s largest credit unions with more than $1.4 billion in assets, 180,000 members and 22 Arizona locations. Arizona Federal focuses on its members by making it easy for them to do business and offering them a wide variety of financial services and educational opportunities. Arizona Federal is also dedicated to providing financial education and playing a positive role in the community.

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