ANAHEIM, Calif. (3/23/16)--Technology, data and member relationships were among the top trends discussed at Monday’s sessions of the CUNA Marketing & Business Development Council Conference in Anaheim, Calif. More than 500 credit union marketers and business development staff are attending this week’s conference.
Just as a Fitbit uses trackable, pertinent and timely data to encourage users, so should business development managers in motivating their staff, said John Godwin, principal at Haynes Godwin Consulting and a former credit union business development executive. “Data should teach you about your membership and the behavior of your team,” he said, and important data to measure include the number of new select employee groups (SEGs), the number of potential members, the number of SEG visits and the accounts obtained from them, and penetration among certain SEGs.
Data--as in mining it for insights--will lead to new sources of revenue, deeper member engagement and lower costs, according to John Best, president of Best Innovation Group. His advice to credit unions that are facing a frightening future landscape? Pick a team geared for survival, jettison what isn’t needed, be prepared to live on the move, learn to identify risk quickly and be prepared to move even faster.
Best also moderated a panel of marketing technology experts including Maxwell Luthy, director of trends and insights, Trendwatching.com; Neff Hudson, assistant vice president of emerging channels, USAA; and Jose Resendiz, general manager, Digital Insight, an NCR Company. The group covered mobile trends, beacon technology, virtual reality and challenges in tech adoption.
For more coverage of the CUNA Marketing & Business Development Council Conference, watch news.cuna.org.