KANSAS CITY, MO.-Mazuma Credit Union is allowing members to tell the credit union what they want from the CU's website.
The newly redesigned
"If we are going to be all about you," said CEO Rob Givens, "then our website needs to reflect our approach to business. We don't know exactly where each member is focused-we know they have basic needs. But some are focused on lending, some on savings, some on education. So we said, 'OK. You tell us what you want and we will deliver content to your preferences,' not toward our marketing scheme or sales efforts."
Members scroll down to two windows on the homepage that allow them to select two of four MyMazuma settings. Those choices are:
- EARNING MORE-checking, CDs, MMAs, and savings rates and information.
- DOING MORE-Auto, home equity, real estate, credit cards, and more information.
- LEARNING MORE-IRAs, investing, and other educational information
- GETTING MORE-Convenience, branch, ATM, online and mobile banking and more information
The website then places a cookie on the user's computer, and when the member returns to the homepage the site calls up financial news they're seeking.
"Every day we rotate about three to four different information components under each of option," Givens said. "So under Earning More members might see share rates one time and the next time it's CD specials. We keep the information fresh."
The approach does not limit Mazuma's ability to share information, Givens pointed out. "All of our site's information is still available in the left-hand navigation. We are just letting members get to what they want a little more quickly."
Givens pointed out that members can change their settings at any time to make sure the site is always suited to their current circumstances.
Not only did Mazuma CU redo its website's look and functionality, it changed the site's content to offer more "consumer language" and less "banking terminology. That's why you see the categories like Learning More and Doing More," explained Givens. "Instead of having a menu that listed savings and loans, we tried to focus on solving members' problems."
Beyond Marketing, a Mazuma CU CUSO, handled the redesign, which Givens said cost $59,000. The CEO said that adding the personalized settings did not add to the price tag. "It's just a matter of focus-where do you want the developers to spend their time. We decided that personalization was important."
Givens said the credit union will continue to make the site more relevant to members, and will likely include announcements of when a deal is coming up or ending. "Look at retail establishments," offered Givens. "You go in and ask how long a sale is running and they often tell you that they can't say. How does that make you feel? Like they are playing games? If a member wants to know if we are changing rates next week, we are going to be proactive about letting them know."
