Make Your Credit Union the Consumer Favorite
Digital Disruption Shifts Expectations
Credit unions are having to change how they interact with their members. Due to rapidly evolving technology, consumers have become accustomed to getting what they want, when they want it. As a result, there's a widening gap between financial institutions' perception of customer needs versus customers' actual needs.
A recent study conducted by Forrester Consulting on behalf of Equifax¹ took a deep dive on this issue. It found that consumers think financial institutions have certain strengths:
- 80% make it easy for me to move money between accounts
- 78% help me complete tasks as quickly as possible
- 79% offer an easy to use website that includes the features/services I want
However, they say financial institutions are not doing well in other areas:
- 50% give me advice about how to better manage my money
- 51% only sell/promote products to me that are relevant to my banking needs
- 62% make it clear when I will be charged a fee for something
Stand Out From the Financial Pack
The study also found that 42% of respondents still like to have one primary relationship with a single financial institution. Make sure your credit union is the consumer favorite by improving the consumer experience and engagement. Here are five things you can do to attract new members, while keeping your current members satisfied.
Don’t Focus on ‘One-Stop-Shop’
Instead, focus on one or two key areas and tailor marketing and targeting efforts to attract consumers looking for your solution.Find Your Purpose
Identify the role your individual brand can play within different markets, segments and ecosystems.Mobile First
The mobile app is often the first thing members interact with when performing simple daily activities like checking account balances, transferring money or depositing a check. So provide a more unique, personalized experience by incorporating intelligent search, financial health charts and help features.Use Data to Design Insight-Driven Experiences
Tailor your cross selling and upselling to each member’s individual banking behaviors. Specifically, use account transaction history and mobile activity tracking to provide a tailored experience.Build Your Action Plan for Nurturing and Rewarding Loyalty
Loyalty and rewards innovation tops members’ list of innovation priorities2. An easy to follow point system or gamification can provide an enjoyable way to interact with your brand.
1 Source: A commissioned study conducted by Forrester Consulting on behalf of Equifax, January 2019
2 PYMNTS, The Credit Union Loyalty Disconnect, July 23, 2019
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