CRM CRM. Where s the opportunity show me the market. Experience Objectives Get your Marketing going fresh view CRM, Yada, Yada, Yada INTRO

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1 Where s the opportunity show me the market INTRO Experience Objectives Get your Marketing going fresh view, Yada, Yada, Yada

2 Nessie 19-day arts competition worth $15.4 million 320,000 visitors to GR in 2011 Creativity and freedom to voice opinion New consumer environment Persuasion architecture Persuasion Architecture Redefines communication Interconnected media channels support source for persuasive systems that anticipate member needs

3 , Yada, Yada, Yada Details left out Devil s in the details CUNA white paper Effects of Today s Consumer What are today s consumers looking for? Decision process Risk-based theory Cognitive theory

4 Consumer Decision Process Risk-based decision making theory Consumers are looking at a risk of not saving enough on a loan or earning enough on a deposit product. Cognitive decision making theory 1. Intuitive which is done fast and most often 2. Analytical which is generally slower and requires mental work such as which mortgage option to choose, Why? Retention then Growth Asset Liability Management Profitability CU Differentiation Campaign automation

5 Growth Retention + acquisition = growth Marketing budgets ALM Asset Liability Management o Profitability o Strategic Planning Increase profitable HHs Attract Gen Y members Grow market share Remain financially safe and sound Sound familiar?

6 CU Differentiation o Relationship with Member o Rethink how everything relates to our business Campaign Automation The 4 Cs of our marketing world: Communication Collaboration Connectivity Creativity

7 J. D. Power Research 28% of consumers move accounts because of life-changing events like moves and marital status, 17% switch because of frustration or anger over price changes Fees don t motivate everyone Moving accounts used to be mortgages that kept account changes Now it is technology, online bill pay, mobile applications and the rest that has contributed to customer inflexibility. Customers like what big banks offer Broad ATM networks Branch density Convenience and branch density remain key factors in switching accounts The Sleeping Giant is Awake

8 Internet Banks Internet banks are more price aggressive in liquid accounts, while branch banks are closing the APY gap of term accounts. Internet banks are more price aggressive in short-term CDs, while branch banks are more price aggressive in longer-term CDs. Internet banks are becoming more rate aggressive with checking accounts, which was not the case five years ago. Data from Market Rates Insight MARKET SHARE where? Michigan is Shrinking loosing 1 person every 22 minutes Michigan is loosing Gen Y

9 Credit Union members are getting older The old rules have changed Excellent service is the new standard Great rates and low fees are expected In today s economy, safe is risky Credit Unions

10 Word of mouth Word of mouse Don t be afraid to say Thanks, we appreciate you helps with Understand how your members use your credit union in person, online, by phone How they want to be communicated with What they re using your credit union for If they are profitable Next best offer relevant to their lifestyle. We talk about building lifetime relationships we better understand their lifestyle and what works for them

11 How do you get started or tweak what you have It all starts with understanding who your credit union is; what objectives/goals are in your strategic plan; what kind of budget do you have; size of your marketing department; and most importantly, IS there opportunity for organic growth. Vendor selection based on your credit union and unique needs Assess existing software / program to see if you need to add or enhance functionality References Books Flip the Funnel How to Use Existing Customers to Gain New Ones World is Flat That Used To Be Us Waiting for your Cat to Bark Innovating the Pixar Way Influence without Authority Good to Great

12 THANK YOU! Contact info Jerri Schmidt x 1207

A little bit about me:

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