10.01C Relationship Management: Clubs and Tiered Service Programs

Earnings Edge

Summary

How does your credit union reward members who participate as profitable contributors to your credit union’s future?  Do you simply fee negative activity, or do you encourage positive activity based on the member’s best self interest?

The CU*BASE Marketing Club and Tiered Service Levels programs have changed the way credit unions identify, work with, and reward their true credit union member owners: the people who use the credit union consistently as a part of their daily lives.

Audience

This class is designed for marketers and credit union leaders.

Objectives

By the completion of this course, students will have:

  •      Investigated CU*BASE methods for identifying profitable relationships
  •      Discussed motivating members to participate through positive reinforcement programs
  •      Learned how to use Marketing Clubs and Tiered Services as the perfect segue to cross sales
  •     Described how credit unions can use CU*BASE tools to differentiate their products and their  credit unions from the competition    
  • Learned how to effectively market Rewards benefits

Topics

n        Demographic Groups and Marketing Clubs

n        The CU*BASE Tiered Service Program

n        Benefit Payment Systems

n        Household Database

n        Mining Relationship Information

  • Online banking options
  • Review of suspended club members
  • Learn from Peer for Tiered Services
  • Marketing opportunities that lead to cross sales efforts
  • Management reports/dashboards
  • Fee waivers/manually waived fees
  • Rewards points/catalog construction
  • Products/services per member

Course Offerings Schedule

Future times and dates are to be determined.