PFFCU SVP John Lacca to join RCDA CEO Bob Davis to present credit union success story at Credit Union Contact Center Conference


“The World’s Biggest Room” will chronicle RCDA’s success story with Police and Fire Federal Credit Union’s member service center

Police and Fire Federal Credit Union SVP Contact Centers John Lacca and Robert C. Davis and Associates CEO Bob Davis will present “The World’s Biggest Room” at the Credit Union Call Center Conference at Harrah’s Hotel in Las Vegas October 17, 2016, to chronicle how RCDA has worked with PFFCU to dramatically improve member satisfaction and credit union performance.

pffcu-300-transparent2:30-3:30pm Monday, October 17, 2016
General Session: “The World’s Biggest Room,” Bob Davis and John Lacca

From the CUCCC website (

“What room holds 111,000 people, has the world’s largest HDTV, and cost $1.3 billion to build? AT&T Stadium, home to the Dallas Cowboys, is the largest column-free room in the world with 104 million cubic feet of volume.

“It’s hard to imagine a room any bigger–but there is one. Picture an executive in a large, thriving credit union environment with best in class offer acceptance rates, upward trending booked loans, and remarkable member satisfaction. It’s an admirable place for any credit union leader.  And yet, John Lacca and his team at Police and Fire Federal Credit Union (PFFCU) saw a bigger room—the room for improvement.

“Working with member service center consultancy Robert C. Davis and Associates (RCDA), PFFCU saw offer acceptance rates rise 136% and booked loans climb 150% in period before-and-after comparisons. Just as satisfying are the cultural behavior changes that led to these results and that have sustained PFFCU’s continuous improvement for three consecutive years and counting. John Lacca, Senior Vice President Contact Centers for PFFCU, and Bob Davis, President and CEO of RCDA, will chronicle for us their tour of The World’s Biggest Room as general session presenters for this year’s Credit Union Call Center Conference. Expect to be surprised! Please join us.”

Case Study

To read a case study on the PFFCU program, called Member Connect, please visit

Bob Davis The Quality Conversation bookRCDA will also have a booth at the conference, which runs October 16-19, 2016. The RCDA team will be on hand to discuss the company’s approach and distribute additional information and copies of Bob Davis’ book The Quality Conversation. RCDA’s programs incorporate its exclusive Quality Conversation approach and methodology.

Bob Davis defines The Quality Conversation as “a meaningful and mutually rewarding dialog that occurs when a person takes and clearly conveys a genuine interest in another individual’s wants, interests, and needs. It goes beyond building rapport to make an emotional connection and establish real trust. Practicing The Quality Conversation with authenticity and proper skills shows others that you truly care and are genuinely interested in them.”

“We’re delighted to be an underwriter and part of the Credit Union Contact Center Conference this year,” said Davis. “And we’re looking forward to having many Quality Conversations with attendees while we’re there.”

About John Lacca

john-lacca-pffcuJohn Lacca graduated from Drexel University with a degree in Marketing. He has been with Police and Fire Federal Credit Union (PFFCU) for almost 24 years and currently serves as their Senior Vice President of the Call Center. John champions a team of 127 call center operations personnel, and his group will serve 1.8 million credit union callers in 2016 alone. In addition to call center leadership, John heads up PFFCU’s winning Member Research/Dispute, Online New Member Account Applications, and IRA operations. John carries the Certified IRA Professional designation. John began his PFFCU career in their Consumer Lending and Marketing departments where he led direct mail targeting and staff member sales promotions. John’s credit union experience and leadership are substantial.

About Bob Davis

bob-davis-rcdaBob Davis is a premier customer contact center expert. Bob founded Robert C. Davis and Associates in 1977. He has worked extensively for nearly 40 years on sales, retention and customer service projects in contact centers across a wide array of industries. He has the experience and ability to dramatically improve the performance of sales, retention and customer service teams. He also has the credibility to work with supervisors, sales reps, retention reps and CSRs, along with the senior management personnel who oversee projects.  In short, Bob knows how to drive contact center results forward quickly with a team of champions, and RCDA’s track record shows it.

In 2014 Bob authored the book The Quality Conversation, based on RCDA’s exclusive approach and methodology by the same name for driving stellar sales, retention and customer service performance in contact centers.

As President and CEO of RCDA, Bob leads a company of highly experienced sales and coaching professionals (RCDA Consultants) with long-standing track records for driving superlative contact center results.