Credit union data is one of the best tools you have to serve your members. And data analytics are opening lots of doors for reaching select audiences and maximizing your business and marketing efforts. But like any tool, you have to know how to use it effectively. Here are four great ways to leverage credit union data.
Evaluate Your Segments
According to the Financial Brand, there are two main segmentation categories to prioritize: transactional data and behavioral data.
Transactional data, the largest for credit unions, includes everything from loan balances to account activity and can be captured through multiple channels like mobile apps, digital applications, and even in-person transactions. When assessing this data segment, it’s important to keep in mind the differences between your audiences – their preferences in transaction mediums (digital and otherwise), the breakdown of products and services being used by specific age groups, and more. If your transactional data segments aren’t producing the desired results, it might be time to re-evaluate, especially in light of the massive shift to online services since the coronavirus pandemic.
The other main segment to prioritize is behavioral data, which includes everything your members do that isn’t tied to a transaction – this includes things like spending habits, member experience touchpoints, things they need and want, and more. This data is typically captured on a customer relationship management (CRM) platform. Just like with transactional data, take a look at your current practices to see if you can better leverage your credit union data.
Understand Your Data Systems
More than just looking at the data you are collecting, you also need to understand how your data is being collected and stored. A core system is a hub for your credit union data.
As mentioned above, your digital and CRM data, which are stored in your core system, are great assets. CRM data can give you insight into current member experience trends. You can use those trends to enhance and streamline your services to accommodate them.
Digital banking data across banking institutions have been showing a huge trend upward in the use of mobile banking services. This means a large amount of your data is now digital, and it should be standard practice to analyze this data on a regular basis so you can implement new and more efficient ways to service your members.
Analyze In-Person vs. Online Behaviors
Banks, and credit unions especially, still attract a lot of in-person business. In fact, it is one of the hallmarks of successful credit unions. Using your transactional and digital data, you cannot only optimize your members’ experience, but you can also use the insights to train and inform your staff so they can transform that data into more personable, targeted experiences for your valued members.
Enhance and Assess Cross-Selling Methods
Improving cross-selling processes is a great way to better engage your current customers, a crucial process in your credit union’s business.
We found this 4-step process for improving cross-selling:
- Define cross-selling and measure its effectiveness: Sell more products and services to existing customers by defining the goals and areas you want to target and improve.
- Establish clear metrics for measuring performance: Your employees will be the primary point of access for cross-selling. Leaders or managers must clearly define the goals and performance expected.
- Make marketing and cross-selling communications better and clearer: Customers are savvier than ever, and your credit union’s response to this should be to increase transparency when it comes to cross-selling. You want to offer personalized campaigns and protocols to increase engagement and selling.
- Reward employees who perform well: Your staff wants to serve your members, and if they do an exceptional job, you should reward that. Offering cross-selling incentives for your employees can also boost the effectiveness of cross-selling programs.
Leverage IMS’s Continuous Data Protection
Get rid of complex legacy backup systems and integrate multi-system solutions, such as data orchestration and catalog management, into a single software platform. With continuous data protection from IMS, your credit union can minimize downtime, scale-up architecture and save costs.
Contact us for more information.