Customer Experiences Inc. was brought in to help the organization increase the penetration of services and revenue per member. It was determined they had enough products and services to offer a wide range of customers but the primary base of members were unaware of most of these offerings. There was also a strong interest to increase and build more Member Loyalty through various programs to help differentiate from the larger banks.
Upon review, it was determined that there needed to be a better and clearer definition of members by segment so the desired Promises could be determined and delivered. We started by understanding their member segments so we could determine what specific Promises were important to these customers. Once their segments were determined, we could then help them identify which products and services would be relevant to each segment. This allowed them to build specific Promises and messages to reach these segments that were important to them and addressed their specific needs.
Since there were different segments and branches, it was determined the best way to begin was to identify these elements and build a "Pilot" to test their assumptions and then roll out the tested segmentation and Promises to each branch.
It was also imperative to help the employees understand the specific products and services being offered by the credit union so they could familiarize themselves with these and have knowledgeable discussions with their members. Part of the process was to identify these, understand them and know which segments would desire which services. Specific tools were developed to assist in this area.