Customer Relationship Management (CRM) and Customer Experience Management (CXM) both share the primary goal of improving and managing interactions with members. Although they focus on different aspects of member relationships, they complement each other, and their integration can lead to a more comprehensive understanding of a credit union’s members.
CRMs are primarily used to manage member information, track interactions, and facilitate communication. This includes capturing member details, tracking leads, recording transactions, and segmenting members based on their preferences or behaviors. CRMs help credit unions organize and manage their member data in a centralized system, making it easier to deliver personalized service and targeted marketing campaigns.
CXM systems, on the other hand, focus on analyzing and improving the overall experience a member has with a credit union. CXMs capture data related to member satisfaction, preferences, and feedback across multiple touchpoints (e.g., in-person, online, or via phone). This data allows credit unions to identify areas where the member experience can be improved, leading to greater member loyalty and retention.
When combined, CRM and CXM systems provide credit unions with a holistic view of their members, enabling them to deliver more personalized and satisfying experiences. By integrating both systems, credit unions can ensure that they are not only managing their member relationships effectively but also continuously enhancing the member experience. So, although the two technologies are different—and credit unions shouldn’t substitute one for the other—CRMs and CXMs work together to support credit unions in building and maintaining strong, lasting relationships with their members.
CRM and CXM Trends and Statistics
A complete view of each member.
In a world of digital-first banking, the relationship between credit union and member has changed. Now, “knowing” your member doesn’t mean greeting them by name when they enter the branch—it means having a complete view of the member’s data.
CRMs and CXMs both provide a better understanding of each member. They’ll show member history and engagement. They’ll also show what products each member has, which they’re eligible for, and what they might need next. Finally, they’ll show you how to help the members along in their financial journeys.
These technologies are critical in understanding members, individually.
Increased marketing and sales support.
Most members use other financial services. They might use Venmo for P2P payments, Robinhood for investments, and American Express for a credit card.
You may have competing products, but your members may not know. If you want to compete against other financial institutions and fintechs, you need to give your marketing and sales a shot in the arm.
CRMs improve sales by helping you identify and act on opportunities. CXMs will help you lead members seamlessly to best-fit products on all touchpoints. At their core, both technologies are there to boost your revenue.
Tying together a fractured product landscape.
CRMs help credit unions bring all your products and services together under one roof. If you want to help a member with a vehicle refinance—and then help them with GAP insurance—a CRM will ensure that the member will be aware of everything you can offer them.
And if that member starts on your website, then moves to your app, and maybe explores other products along the way, then a CXM will ensure that the whole experience is seamless and branded. (As credit unions rely more and more on fintechs and CUSOs to provide products and services, CXMs become increasingly attractive.)
Download the full CRM and CXM Guide here! This version is missing a few things…
Evaluation Strategies
There are a lot of CRMs out there, and it might be hard to find the right one for your credit union. If you’re deciding between a few options, these questions and considerations may help you narrow down the field to find the best fit.
Security and Compliance
Does the CRM or CXM meet or exceed your security and compliance standards? Is it well positioned to meet emerging ones as well?
Industry-Specific Features
Does the product come with functions tailored to community financial institutions? More importantly, does it come with functions tailored to credit unions?
Customized Workflows
Does the solution come with prebuilt and/or customizable workflows? Is it suited to work with loan origination and processing, account opening and closing, and financial product management?
Integrations
Will the solution integrate with your tech stack? Will it play nice with your core, your loan origination platforms, etc.?
Reporting and Analytics
Some CRMs are incredibly basic, while others have a suite of customized report, analytics, and visualization tools that assist with marketing, member engagement, and more.
Support and Training
Does the provider offer training? How much? Can you be sure that your credit union will get the most out of the solution or will you be left on your own?
Download the full Credit Union CRM and CXM Guide here.
CRM and CXM Fintech Ratings
Rating Methodology
CU 2.0’s rating methodology for our early guides is very simple. We measure vendors by 3 variables: CRM vs CXM, Credit Union Impact, and Credit Union Experience.
For the second two, our scoring guide is as follows:
0: N/A or no impact. Not well suited to credit unions.
1: Minimal impact. May be limited or narrow in application; a general solution that can be used by credit unions.
2: Moderate impact. Well-developed solutions that may not have a broad suite of features or integrations; has tailored their product to meet credit union needs.
3: Major impact. Market-leading solutions with broad features and integrations; specializes in credit unions.
Our impact ratings don’t necessarily correlate to the quality of a given solution. Fintechs with higher potential impact scores aren’t automatically better, or a better fit, for your credit union and members.
Fintech Ratings
The following development first are listed alphabetically. These ratings correspond only to the three listed variables (CRM vs CXM, Impact, and Experience). These aren’t ranking of quality, nor are they recommendations—they’re meant only to serve as a starting point in your research to find a viable partner.
Trusted solutions are highlighted with an asterisk—these are fintechs that CU 2.0 has vetted personally.
| Organization | Description | CRM vs CXM | CU Impact | CU Experience |
| Creatio | Creatio offers a no-code CRM for credit unions and a few other select industries. | CRM | 2 | 3 |
| CRMNEXT | CRMNEXT incorporates AI into their FI-specific CRM solution. | CRM | 2 | 3 |
| Datava* | Datava offers a CRM with a wide array of inbuilt CU- and banking-specific features. | CRM | 3 | 3 |
| Doxim | Doxim provides both a CRM and communications management platform for credit unions. | CRM | 2 | 2 |
| HubSpot | HubSpot is one of the leading marketing automation platforms and CRMs for all industries. | CRM | 3 | 2 |
| LeadSquared | LeadSquared built credit union-specific capabilities into its multi-industry CRM. | CRM | 2 | 2 |
| Monday | Monday is one of the largest CRMs with robust integrations. | CRM | 2 | 1 |
| Onovative | Onovative offers a CRM along with their other customer experience products. | CRM | 2 | 2 |
| OvationCXM | OvationCXM is a CXM for financial institutions and select other industries. | CXM | 3 | 2 |
| Quest Analytics | Quest Analytics provides a CRM alongside other marketing and sales modules. | CRM | 2 | 3 |
| Sage | Sage offers a CRM along with a variety of other business software. | CRM | 1 | 1 |
| Salesforce | Salesforce is one of the largest CRMs in the world and specializes in enterprise-level organizations. | CRM | 2 | 1 |
| SugarCRM | SugarCRM can be used by all levels of CU staff, including tellers. | CRM | 2 | 2 |
| Total Expert* | Total Expert is a CRM specifically made for credit unions and other financial institutions. | CRM | 3 | 3 |
| Zoho | Zoho is one of the largest, simplest, and most integration-friendly CRMs for any industry. | CRM | 3 | 1 |
Please note that these ratings are in their early stages and will be updated as we include more data and more complex variables. The ratings are not definite—your credit union could see a different level of impact than listed in this guide.
Did we miss a fintech? Please let us know at info@cu-2.com
Recommendations
Choosing the right partner will depend on your goals, budget, timeline, and other factors. The shop that works for the credit union down the street may not be the best fit for you.
For deeper discussion, analysis, and recommendations, CU 2.0 can help in the following ways:
- Join our Fintech Call Program. In quarterly 30-minute calls, we’ll discuss in depth new and innovative fintech solutions that fit your credit union’s needs. We can also help you review other solutions you’re looking at.
- Ask for an introduction. We maintain relationships with most or all of the vendors rated above. We would be happy to give you a warm introduction to any we can on the list.
- Book a consultation. CU 2.0 offers technology and fintech consultations and reviews to identify best-fit solutions for your credit union.
