RYE, N.Y. USAlliance FCU said it has adopted the Micronotes’ Cross-Sell technology to strengthen member relationships and continue to grow its bottom line.
Using Micronotes Cross-Sell, USAlliance conducted a series of one-month digital marketing campaigns targeting 11,958 of its online banking users, which yielded the following results:
* Interviewed 15% of the online banking population (a typical banner ad gets 0.1% click-through rate).
* Converted 50% of interviewees into warm leads, generating 1,098 qualified leads.
* Converted 8% of loan product leads to sales.
The campaigns worked through a dialog box positioned in the online banking session that asked users a few questions about their individual banking needs. For example, one member was asked, “Do you currently have a mortgage with another financial institution?” while another may be asked, “Are you thinking about buying a car?” The conversation continues for about 18 seconds, ultimately yielding a personalized offer. Leads are automatically routed to a product specialist for member-requested follow-up.
“Within our first week of using Micronotes Cross-Sell, I knew we had found a way to effectively engage our members online without compromising the personalized experience they have historically enjoyed in the branch,” said Kris Van Beek, president of the $800-million credit union. “We have seen strong results in a short time with a limited audience. We are convinced Micronotes Cross-Sell will help us deepen relationships much faster with our rapidly growing member base to the benefit of both our members and our bottom line. We have never seen a more productive cross-sell tool.”
