ANCHORAGE, Alaska — A means of integrating technology and training to ramp up a sales culture at Credit Union 1 has led to better-than100% growth in over-the-counter sales, VISA referrals and gap insurance sales.
Six years ago, Credit Union 1 decided to deploy a member relationship management initiative, with the purpose of raising the consistency of service levels across all delivery channels. The challenge was to ensure that the system would integrate with its core UltraData Enterprise.
Following a search, Credit Union 1 chose Harland Financial Solutions' Touche' suite of Members Relationship Management solutions. To complement the marketing focus, Credit Union 1 also deployed Sales & Service to empower its front-line staff. The integration with UltraData Enterprise's front office solution enabled staff to understand each member relationship, while providing service and sales opportunities.
The results: 173% growth in over-the-counter sales, 220% growth in VISA referrals, and 141% growth in GAP insurance sales.
The $521-million credit union rolled out the sales tracking portion of the Sales & Service first. Once that was up and running, it implemented the service request piece.
Terri Colson, Credit Union 1's VP, technology, said that Touche' Analyzer had the features the CU was looking for.
"What solidified the decision was the tight integration with UltraData Enterprise," Colson said. "Integration to UltraData is the most valuable feature. It enables our staff to feel more connected to each member by viewing their entire relationship from multiple applications, and ensures they aren't forced to perform dual-entry of data, leading to less human error and a shorter processing time."
Tom Newins, VP, member relationship management for Credit Union 1, said that one of Touche' Analyzer's most valuable tools is its ability "to research across our entire membership base. We use this tool to identify trends, errors and marketing opportunities." The CU also uses Analyzer to study past campaigns and help plan future campaigns.
Newins said that Sales & Service plays an important role in the CU's Member Relationship Management initiative.
"Members have long praised our service levels through comment cards, e-mail, survey responses and letters," Newins said. "Now we have measurable service standards to help push member satisfaction even higher."
In addition to Sales & Service and Analyzer, Credit Union 1 decided to use Touche' Messenger, a marketing campaign too. The CU uses Messenger to enhance Sales & Service, and uses it through UltraData Enterprise's integrated Internet banking system to make appropriate offers to members.
"A successful MRM initiative is part culture and part technology," said David McConney, EVP, Harland Financial Solutions.
Best Practices CUJ 2009
CU: Credit Union 1
Best Practice: Sales Culture
Vendor: UltraData Touche
