1st Advantage FCU Signs For Micronotes’ KulaX Cross Sell Engine

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NEWPORT NEWS, Va. – 1st Advantage FCU said yesterday it will deploy a new cross sell engine called KulaX, powered by Micronotes, on its online banking portal.

KulaX is a white labeled application that creates a momentary interview invitation at online banking logout, during which a member interviews with the credit union about a particular product. KulaX makes an appropriate offer based on interview responses and e-mails accepted offers to the member.

“Using Micronotes’ interview technology, we were able to customize offers to select market segments resulting in a 600% increase in leads per week during our initial deployment,” said Jim Craig, vice president of marketing at the $530 million credit union.

KulaX is a digital sales force that enables financial institutions to leverage online banking to get more leads faster. Online banking customers are targeted based on so-called “next best product” matrix marketing and website visits. Once a member qualifies for a specific product, he is invited, at logout, to engage in an automated one-on-one 30-second interview with his credit union about his needs and preferences. Upon completion, customers are presented with special offers for products and services that have been tailored based on interview responses.


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