1. CRM Techniques Effective Methods of Member Relationship Management

2. CRM Techniques n What is CRM? n Credit Union CRM Projects n Avoiding CRM Pitfalls

3. What is CRM? n CRM is actually MRM n Tools and techniques = attracting and retaining members n Centralized database to store information that can be used throughout CU to serve Members

4. Way of thinking about members n Software Tools and Systems n The Power of People!!!

5. Software Tools and Systems n Solutions for Call Centers n Data Mining & Data Warehousing n Web-based Financial Services n Event/Product driven Campaign Management n Sales Force Automation

6. Power of the People!!! n Technology is nothing without people without people n CRM tools designed to enable people in their member marketing and retention efforts

7. CRM Systems Require: n Gather data about members n Store data easy to use system n Use that data to market and communicate with members

8. Benefits of CRM n Target specific member segments for marketing n Give 1to1 member service through all channels

9. Credit Union CRM Progress n Nevada Federal CU n Campus Federal CU n North Shore Credit Union n McCoy Federal CU

10. Nevada Federal Credit Union n Cross functional team approach n New technology and enhanced member service training go hand and hand n CRM leads to Business Intelligence

11. Nevada Federal Credit Union

12. Campus Federal Credit Union Currently use MCIF systems to slice and dice data for: u Targeting members for cross selling additional services u Do information E-Mail to direct members to special web page on product

13. North Shore Credit Union n Goal - Increase cross-selling of internal sales force n Shift emphasis to a 1-to-1, advisory role with members.

14. North Shore Credit Union NSCU’s ROI: u Senior financial advisor sales revenue increased 20% u Identified new selling opportunities that increase member value

15. McCoy Federal Credit Union n Just purchased Marquis package which will profile member data by: u Income level u Family makeup u Buying habits u CU financial account profile

16. McCoy Federal Credit Union n AC emphasizes People Power by: u Comprehensive customer service training u Walking around, asking employees what they liked and what else would you like to see

17. CRM Pitfalls

18. More than 80% of the causes from: n Organizational Change n Inertia and Politics n Lack of CRM understanding n Poor Planning n Lack of CRM Skills

19. Pitfall Solutions n Strategy Driven from Top Down n Set-Up Cross-Functional Steering Team n Have an overall Strategic Framework but Think Big and Start Small n Build CRM business skills in parallel with CRM Technology base n Set-up CU wide CRM education and skill building training program

20. Final Exam n Mr. Member mad because of late fee on auto payment & wants it waived n 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

21. Three Legged Stool of MRM n CRM Software Solution - Tool, Enabler + n Process Improvement - Better service + n Sales Culture - Move from transactor to proactive cross-selling = More ROI