F&A FCU Reports Boost In Cross Sales

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Cross-sales have risen substantially at F&A Federal Credit Union following the deployment of a single-channel CRM technology called WebMRM.

"The ROI (Return-On- Investment) model prepared by the (aaBeck) projected 91 various loan and checking products would be sold in the first quarter after release. We thought it was possible, but aggressive," said Michael Harden, COO at F&A. "Needless to say we were surprised and pleased that 129 new loan and checking accounts have been opened because of WebMRM in that time period." WebMRM was developed by Illinois-based aaBeck Technology Group and is designed to use a credit union's MCIF and member transaction data. WebMRM analyzes and automatically selects the offers to which a member is likely to respond, the company said. "It then rotates the chosen offers to that member when he or she visits the credit union's website."

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