In the first several posts in this series, we covered key insights that can be gathered from address changes, 
payroll changes, and fees as part of our “Almost 99 Small Data Hacks for Credit Unions” series. Next up, we will dive into credit union services and limits that can sometimes negatively impact your relationship with a member.
This is the fourth post in a 9 part series. If you can’t wait for next week and want the full guide “Almost 99 Credit Union Small Data Hacks Guide” click here!
Credit Union 2.0 – A Guide for Helping Credit Unions Compete in the Digital Age covers in depth both big and small data for credit unions. There are six types of data that your Credit Union should be aware of:
- Digital Analytics – Desire
- Profitability – Fit
- Wallet Share – Depth
- Transaction – Triggers
- Design Data – Predictive
- Execution – IFTT (if this than that)
Most credit unions have several potentially confusing service limits and fees. Exposing some of these can cause undue fraud and sometimes even compliance risk. Consequently, credit unions may want to leverage this data behind the scenes and highly personalized it so as not to broadcast key risks or vulnerabilities to the world.
We explore several of these below.
| Service or Limits | What could happen? | What should you do? |
| Remote Deposit Capture | Setting a low limit universally will frustrate your top members. | Design a multi-tiered profile based on key risk data and ensure that you give your best members higher limits.
When a member hits a limit, trigger an outbound email explaining how the limit was set and what they can do to change it. |
| ATM Limits | Member is forced to make multiple trips to the ATM to get their business done…frustrating. | If you see a member make the same size transaction multiple days in a row, send them a guide on how to request an increase and the pros and cons of doing so. |
| Change of Address | You change it one account, but in a different system you forgot to update. | Make a checklist of all of the locations you store addresses and make sure you clean them up everywhere at once. |
| Check holds | Member forgets a hold came off. | Ask members if they want to know when holds expire in an email. Offer them a one-click enroll in this option and then send them an email if a hold is removed. |
| No retirement savings | Member struggles to retire | Offer easy savings strategy series to members. Provide weekly tips or ideas to help your members save. |
| Fraudulent ACH | Member is confused | If a member reports fraud, trigger an outbound email that links back to an overview of how the credit union will help them troubleshoot and resolve the fraud. Update the member at agreed upon times during the investigation/resolution of the issue. |
| Fraudulent Check | Member is confused | If a member reports fraud, trigger an outbound email that links back to an overview of how the credit union will help them troubleshoot and resolve the fraud. Update the member at agreed upon times during the investigation/resolution of the issue. |
| Fraudulent Credit/Debit | Member is confused | If a member reports fraud, trigger an outbound email that links back to an overview of how the credit union will help them troubleshoot and resolve the fraud. Update the member at agreed upon times during the investigation/resolution of the issue. |
| Declined Transaction | Member is confused and/or annoyed | Have guides and information outlined on when and how transactions are declined. Include key troubleshooting strategies to resolve the issue for legitimate transactions. When the decline happens, send an outbound email to the member with a link to the guide. |
As in our earlier post on turning negative fees into more positive experience, service limits are a similar opportunity. Anytime your credit union can change confusing non-transparent service items into positive transparent items, you build trust and loyalty from members.
Want to learn more about how your fellow Credit Union leaders are using data? We invite you to join our Credit Union 2.0 Strategist Group where over one thousand industry leaders comment on new news and trends while sharing and learning from one another.
This is the fourth post in a 9 part series. If you can’t wait for next week and want the full “Almost 99 Credit Union Small Data Hacks Guide” click here!
In case you missed it:
Click here for part one of the data analytics series.
