Credit unions are "swimming in data" that can solve problems, create new opportunties, and improve the bottom line, consultant Karlo Rodriguez told the CUNA Payments Roundtable audience Monday in Las Vegas.
Rodriguez said credit unions' core processing systems contain usable information such as:
Historical transaction records;
Credit and debit card usage; and
Insight on member insurance and investments.
Most financial institutions, however, fail to use the data to identify goals or address problems, Rodriguez said.
"Every credit union has a problem to solve," Rodriguez said. "You might need to make more loans, or you might have a problem with member retention. All of these issues are tied to member data."
Credit unions can use member data to solve problems related to:
Financial product design;
Member retention; and
For example, a credit union with a low penetration of checking accounts can identify characteristics of active account holders and market to similar members.
Or, a credit union seeking to improve member retention can identify signals that point to members most likely to close accounts within a year and reach out to them with more enticing product offers.
Transactional data, Rodriguez said, is a good place for credit unions to start with data alaysis.
"Remember, you have your members' financial history," he said. "It is that data that so many retailers would love to have. Use it to your advantage."
President Barack Obama sent greetings Thursday to those celebrating International Credit Union Day. CUNA worked closely with the White House on the statement, and a number of credit union-friendly legislators also weighed in with the White House.
The NCUA’s revised supervisory approach to interest rate risk is covered in a recent Letter to Credit Unions (16-CU-08). The new standardized approach is designed to increase focus and resources toward higher risk credit unions.
CUNA’s Strategic Communications Department teamed up with The Wall Street Journal this week on an infographic illustrating the differences between credit unions and banks. The graphic ran in print today, on International Credit Union Day.