Steve Langley. SVP, Member Services / Chief Retail Officer Schools Financial Credit Union. Image Credit:

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1 Relationship Marketing Steve Langley SVP, Member Services / Chief Retail Officer Schools Financial Credit Union Image Credit:

2 It Begins With Culture...From the Top Down The Dirty Little Secret...DNA Counts Understanding our Members...What are they doing? It Was Right Under Our Noses!...Using our Resources. Data!

3 Culture (kuhl-cher) -- is the environment that surrounds you at work all of the time. It is a powerful element that shapes your work enjoyment, your work relationships, and your work processes Strategy (strat-i-jee) - A careful plan or method for achieving a particular goal usually over a long period of time

4 It Always Begins With Culture

5 Culture is made up from the: - values - beliefs - underlying assumptions - attitudes and behaviors that are shared by a group of people

6 What is your Culture? If a job candidate asked you to describe your credit union s culture, what would you say?

7 My Credit Union is a great place to work because Applicants are attracted to my credit union because Tabletop discussion

8 It s the Dirty Little Secret DNA Counts

9 84% of employers rank having engaged and motivated employees as the top factor that substantially contributes to a company s success. Deloitte Survey 1005 Employees/100+ Companies

10 Meet Taylor Tippitt!

11 "You don't want just any passionate person. You want someone who is going to be passionate about this job." -Lou Adler, CEO of the Adler Group

12 If we put a little more joy into our circumstances and try to find the good in all the bad things, it actually makes our lives so much fun -Taylor Tippitt

13 It doesn t take much to make someone smile

14 You re Golden

15 Chin up buttercup

16 Remember your courage

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18 We tend to hire for attitude and train for skills. But don t get nervous, we don t hire pilots who can t fly a plane. Colleen Barrett President & COO, Southwest Airlines

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20 Image Credit: Understanding our members

21 Reinventing the Branch Experience

22 In a 2013 Survey What percent of consumers indicated that a convenient branch location is the top reason they stay with their financial institution?

23 A.22%

24 A.22% B.36%

25 A.22% B.36% C.48%

26 A.22% B.36% C.48% D.60%

27 In the same Survey What percent of consumers indicated that they would likely switch banks if their branch closed?

28 A.27%

29 A.27% B.39%

30 A.27% B.39% C.48%

31 A.27% B.39% C.48% D.64%

32 Have consumer expectations changed?

33 Two years later (2015) When asked if they would switch their bank if their primary branch was closed what percent indicated that they would STAY with their current financial institution?

34 A.21%

35 A.21% B.41%

36 A.21% B.41% C.61%

37 A.21% B.41% C.61% D.81%

38 The #1 reason consumers say they stay with their current financial institution today is low fees A.True B. False

39 33% of consumers 55 years old and over prefer an online banking experience to visiting a branch A.True B. False

40 What do these three companies all have in common?

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43 Quality service is no longer measured in miles to the branch or extra branch hours but is now measured in clicks & apps

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46 Going beyond the Financial Transaction So, what s in your member s wallet?

47 Share of Wallet / Wallet Share A marketing term referring to the amount of a customer s total spending that a business captures in the products and services it offers. Investopedia.com

48 What percent of people surveyed indicated that they viewed their banking relationship as a simple transactional relationship?

49 A.19%

50 A.19% B.39%

51 A.19% B.39% C.59%

52 A.19% B.39% C.59% D.79%

53 The survey confirmed that consumers generally purchase low margin products from their financial institution but keenly shop the market for the higher margin products such as investments and mortgages

54 There is a direct correlation between Share of Wallet and Member Engagement. The bottom line is if they aren t using you they aren t engaged

55 According to Raddon Financial Group High performing credit unions have what percentage of a members Loan Wallet Share?

56 A.13.7%

57 A.13.7% B.23.7%

58 A.13.7% B.23.7% C.33.7%

59 A.13.7% B.23.7% C.33.7% D.44.7%

60 Consumers are becoming more and more interested in concierge-type services, such as end-toend car or mortgage buying services

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63 It was right under our noses Image credit Using our resources Data!

64 Image Credit: Shutterstock Data is king And worth your time and energy

65 At it s simplest form Are we leveraging the information we already have to identify our the interests of our members?

66 Think about it

67 Some Questions to Consider - Who are your members paying via ACH every month? Auto, Credit Cards, Mortgage? Does their credit application tell you how often they buy and when they bought? Time for a new Auto, Home Equity Loan? Are they loading a Starbucks card every month? Mobile Wallet, Apple Pay?

68 It Begins With Culture...From the Top Down The Dirty Little Secret...DNA Counts Understanding our Members...What are they doing? It Was Right Under Our Noses!...Using our Resources. Data!

69 Thank you!