Reordering checks just keeps getting faster and easier now that members can contact the check printing vendors directly. But what's good for the member isn't always good for the credit union, which now has one less cross-sales opportunity.
For that reason, check printing vendors say they have worked to create other scenarios under which members can be cross-sold.
"We made our web ordering platform a function of the credit union website, so that when you go to the site, the credit union can put banner ads within the ordering experience, so that while a member is ordering checks, he also sees a message from his credit union," said Brian Burke, director of marketing at Liberty. "Even if the member doesn't click through (on the banner ads) it keeps the credit union fresh and top of mind during the ordering process."
Liberty uses a "unique reorder ID" that helps secure the ordering process. Much like American Express' program that assigns temporary account numbers so cardholders can keep their actual account number off the Internet, the unique reorder ID ensures a member never has to post any sensitive, data on the web.
At the end of the order, the member is given the opportunity to link to the CU's website, and there's also an area that explains what a CU is and how to find one. "We promote the credit union difference online," Burke said. "We are intent on keeping the member relationship intact."
To that end, Liberty's call center staff are trained to answer certain questions but direct a member to his or her credit union for others.
"We have the expertise to help a member through the check reordering process. That allows the credit union to focus on its core competencies," Burke noted. "That means better service for the member."
That's the same philosophy behind reordering methods at Clarke American. "We are the brand behind the brand," said Kaari Swope, vice president of customer services.
Clarke American has a variety of products that are centered around the checking product that it will cross sell to members, "but obviously, we're not cross selling loans," Swope commented. "But when you're ordering checks, you're head is really on that, and you're not thinking about other products and services. But you might have other questions about your account or your balance, things of that nature. We are looking at how we can provide additional information that the credit union would like us to provide, as well as what information they might like us to collect."
For example, one of the primary reasons a member may need new checks is because he's moved. Clarke American can provide that information to the credit union so the CU can update its files even if the member hasn't yet informed the credit union of the change, yet.
The vendor is already collecting certain information for some of its bigger partners right now and is developing the capability to offer this option to any of its partners. "Because we have the product expertise to make the check reordering process go smoothly, satisfaction at the end of the process is really quite high, and that makes it a good time to collect information from the member," Swope added.
"It's a very beneficial feature. Think about the tremendous amount of decisions that are made when you change your address," suggested Mike Fay, VP-sales and marketing for Clarke's CU division. "You spend more in that first year of home ownership than you do in the next five years," Swope agreed: "We're helping credit unions pinpoint life events to market around."
A recent innovation unveiled at the BAI Retail Delivery Conference will allow MSRs at the credit union to tailor the check ordering "shopping experience" based on what type of checking product the member is interested in-offering the fastest possible service to the member interested in the most basic of checks or a fuller "shopping experience" for the member wanting to check out all of the various personalization options. "It's all about maximizing the member's experience, no matter which channel they opt to use," Fay commented. "If you're online, we have chat and e-mail support available. The checking product is so important, so we're here to provide the best service to the credit union's members."
