crm in credit unions the undiscovered revenue source
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CRM In Credit Unions:The Undiscovered Revenue Source
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CRM in Credit Unions:The Undiscovered Revenue Source
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Credit unions today are contending with low interest rates, increased regulatory burdens, and the arrival of digital disruptor firms who are eroding the member base. Now, more than ever, your credit union needs to find new ways of generating revenue while retaining valued members and attracting new ones. They need to offer exceptional member service across all channels as an incremental number of members expect immediate, personalized service anytime, anywhere.
For many credit unions, CRM plays an essential role in coordinating these member service responses, and in personalizing sales activity across all channels. In fact, 41% of credit unions say they implemented CRM specifically to increase sales to existing members1. These credit unions are poised to increase their market share and retain their members, regardless of what direction the industry moves in next.
Not quite there yet? Thankfully, CRM solutions can be installed relatively quickly and cost effectively. Our own experience indicates, you can easily expect to break even on your investment within the first year after implementation. Overall, CRM offers an incredible return on investment for credit unions – in fact, recent research findings put the ROI on a successful implementation at $8.70 for every dollar spent2.
How does a CRM solution generate such a high return on investment? Read on, and we’ll reveal how credit unions can realize early and ongoing returns on their CRM investments across several key areas.
The average returns from CRM have increased since 2011, from $5.60 to $8.70 for every dollar spent. -Nucleus Research, 2014
1 CEB Retail Banking, Adoption and Investment in Financial Services Technologies: Customer Relationship Management, May 2015 2 Nucleus Research, 2014
Using CRM to Drive RevenuesThe True ROI for Credit Unions
Past$5.60 forevery dollar spent
$8.70 forevery dollar spent
Now
CRM in Credit Unions:The Undiscovered Revenue Source
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3CEB Retail Banking. Selling Through Self-Serve Channels, 2015.4JD Power. Retail Banking Survey, 2015.5CEB Customer Experience Study, 20136RFI Global Intelligence, Cross-Sell Report, 2016.7CEB Retail Banking. Adoption and Investment: Customer Relationship Management, 2015.8RBain & Company. The Value of Online Customer Loyalty, 2014.
Sell More EffectivelyThrough Digital Channels
Credit unions that are still focused on the old belief that the place to sell is in the branch may be startled to learn that digital channels actually offer a higher uptake rate on products than in-branch offers3. This effect is even more pronounced amongst younger members. And yet, 68% of digital customers indicated they have not been contacted by their bank in the past year with relevant product offers, according to a recent JD Power Study4. Credit unions who want to sell more need to proactively contact their online customers on a regular basis. You can’t sell if you don’t make the offer!
With a centralized CRM, you can queue up 1:1 targeted offers for your members, so they are offered appropriate products and services whenever and wherever they touch base with your credit union – at the bank machine, through your app, or on your website. Recent studies reveal that almost 20% of younger banking customers use a mobile device to interact with financial services weekly5. If you aren’t taking that opportunity to promote the right products, through the right channels, you are leaving money on the table.
Organizations must bring in 5 new customers in order to equal the revenue of one repeat purchaser8.
41% of credit unions adopt CRM to increase sales to existing customers7.
41%of credit unions
Today’s highly digitally engaged financial services customer has 4.4 products, compared to only 2.7 for the digitally unengaged6.
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CRM in Credit Unions:The Undiscovered Revenue Source
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Member Service Excellence IncreasesBoth Loyalty and Wallet ShareYour credit union stakes its reputation on member service, and you work hard to retain and grow your members over the course of time. CRM technology helps you provide and maintain this great service experience by putting actionable member information right at your MSR’s fingertips. Highly satisfied customers purchase 2X as many products as unsatisfied customers, so your investment in member satisfaction can have a profound effect on your bottom line9.
CRM also helps staff in many of your departments improve the member experience. Your marketing staff can use the system to get a 360° view of members in order to create targeted product and services marketing campaigns based on genuine, documented member needs. Your support staff can also capture a record of every member interaction in your CRM, making these accessible across the organization, so members never have to tell their story twice. CRM leads to member’s issues being resolved faster, with less member effort. And finally, your executive team can use it to uncover and act on insights like branch staffing levels and wait times, product adoption rates, and member satisfaction data.
9CEB Retail Banking. Effect of Consumer Satisfaction on Financial Product Purchase, 2013.10Reichheld, Frederick. The Loyalty Effect, 1996.11EY Global Consumer Banking Study 2012 as cited in CEB Enterprise Content Management Diagnostic Anatomy12CEB “Blinded by Delight: Why Service Fails and How to Fix It” 2014
5% reduction in customer turnover
can increase bank net profits as much as 80%10
The top driver for member attrition poor service quality11
Only 9% of customers with low effort interactions are disloyal12
96% of customers who have to put in unnecessary levels of effort in customer service interactions are more disloyal
CRM in Credit Unions:The Undiscovered Revenue Source
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Reduce Service Overheadand Increase Sales Efficiency
Not only can CRM impact the bottom line in the conventional way, through increasing sales, but it can also provide tangible benefits by making sales and service personnel more efficient and reducing their non-revenue-generating workload.
It can drastically cut direct selling costs by reducing unproductive administrative time spent by MSRs, freeing up time for them to engage in more profitable activities like new account opening and loan origination. You can also use CRM to concentrate sales efforts on members who are more likely to respond to them. To do this, you can use the data in your CRM to identify unprofitable or unresponsive members, and then decrease or eliminate expenditures on campaigns to these members.
At your call centre, CRM reduces call handling time, and increases FCR (First Call Resolution13) rates by putting member data at your representative’s fingertips. With a CRM system as a central repository of member data, your service representatives no longer have to bounce between systems to resolve problems and answer inquiries.The end result is happier, more efficient staff, and reduced operational costs.
13Gartner. Customer Relationship Management Software Worldwide, 2013.14TrackVia. CRM: A Solution for Success.
CRM can help Increase sales efficiency by 15%13
15%
41%
Revenue increases of up to 41% per front-line member service representative 14
23%
Reduction of 23% in sales andmarketing costs14
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CRM in Credit Unions:The Undiscovered Revenue Source
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Invest in CRM to TurbochargeYour Credit Union’s Profitability
See Doxim CRM in Action
To ensure your credit union survives and thrives as the banking industry evolves, you need to invest in technologies that not only maximize your wallet share but also entice new, younger members to join while keeping current members happy and loyal. The right CRM solution can help achieve all these goals while also reducing your operational costs. With returns of almost 9x your initial investment, a CRM pays its own way in less than a year, and provides incremental revenue year after year.
At Doxim, we’ve been partnering with credit unions for over fifteen years and we understand their unique needs and challenges. In fact, we have designed Doxim CRM in collaboration with our credit union clients. Credit unions who have implemented Doxim CRM tell us they are already realizing the benefits of selling and serving in a cohesive fashion across all their channels, and they feel ready to take more of their business online in response to member demand for digital interactions. Learn how you can join their ranks and increase your revenue today, by viewing a demo of all Doxim CRM’s features and functions.
Doxim is a leading provider of SaaS-based customer engagement software for credit unions, community banks and wealth management firms. Doxim’s Customer Engagement Platform helps financial institutions transform their client experience, communicate more effectively throughout the client lifecycle and improve cross sell and upsell activities that drive increased wallet share. The platform addresses key digitization challenges, from automated client onboarding, through improved, personalized communications to anytime, anywhere content access, tailored to a clients’ channel preferences. This eliminates costly traditional paper-based, manual processes and enables cost-effective provision of an omni-channel experience that delights customers and improves their long-term loyalty.
Find out more at www.doxim.com.
Phone: 866.475.9876 Email: [email protected]