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