CRM Techniques
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Transcript CRM Techniques
CRM Techniques
Effective Methods of Member
Relationship Management
CRM Techniques
What
is CRM?
Credit
Union CRM Projects
Avoiding
CRM Pitfalls
What is CRM?
CRM
is actually MRM
Tools
and techniques = attracting
and retaining members
Centralized database to store
information that can be used
throughout CU to serve Members
Way of thinking about members
Software
Tools and Systems
The Power of People!!!
Software Tools and Systems
Solutions
Data
for Call Centers
Mining & Data Warehousing
Web-based Financial Services
Event/Product driven Campaign
Management
Sales Force Automation
Power of the People!!!
Technology
is nothing
without people
CRM
tools designed to enable
people in their member marketing
and retention efforts
CRM Systems Require:
Gather
Store
Use
data about members
data easy to use system
that data to market and
communicate with members
Benefits of CRM
Target
specific
member
segments for
marketing
Give
1to1
member service
through all
channels
Credit Union CRM Progress
Nevada
Federal CU
Campus
North
Federal CU
Shore Credit Union
McCoy
Federal CU
Nevada Federal Credit Union
Cross
functional team approach
New technology and enhanced
member service training go hand
and hand
CRM
leads to Business Intelligence
Nevada Federal Credit Union
Campus Federal Credit Union
Currently use MCIF systems to slice
and dice data for:
Targeting members for cross
selling additional services
Do information E-Mail to direct
members to special web page on
product
North Shore Credit Union
Goal
- Increase
cross-selling of
internal sales
force
Shift emphasis
to a 1-to-1,
advisory role
with members.
North Shore Credit Union
NSCU’s ROI:
Senior financial advisor sales
revenue increased 20%
Identified
new selling
opportunities that increase
member value
McCoy Federal Credit Union
Just
purchased Marquis package
which will profile member data by:
Income level
Family makeup
Buying habits
CU financial account profile
McCoy Federal Credit Union
AC
emphasizes People Power by:
Comprehensive customer service
training
Walking
around , asking
employees what they liked and
what else would you like to see
CRM Pitfalls
More than 80% of the causes from:
Organizational
Change
Inertia and
Politics
Lack of CRM
understanding
Poor
Planning
Lack of CRM
Skills
Pitfall Solutions
Strategy Driven from Top Down
Set-Up Cross-Functional Steering Team
Have an overall Strategic Framework but
Think Big and Start Small
Build CRM business skills in parallel with
CRM Technology base
Set-up CU wide CRM education and skill
building training program
Final Exam
Mr.
Member mad because of late
fee on auto payment & wants it
waived
Has Auto Loan - $35,000; Checking
Account - $15,000; Time Deposit $75,000; son has two savings
accounts for total of $100,000 AND
wife’s business does payroll with
you
Three Legged Stool of MRM
CRM
Software Solution - Tool,
Enabler +
Process Improvement - Better
service +
Sales Culture - Move from
transactor to proactive cross-selling
= More ROI