A few weeks back, I wrote a couple of posts that focused on the importance of getting your credit union’s members to make your CU their Primary Financial Institution (PFI.) Of course, in order to do that, they have to have their checking account at the credit union.
At the end of those posts, I also hinted that a big announcement would be coming soon. While it has taken me longer than I planned to tell you what was happening, today I am very pleased to introduce a new relationship-marketing for credit unions – Sure 4 Bundles.
A little background – late last year I was contacted by Dave Bocks, the President of Dave Bocks & Associates out of Denver, CO. I spoke with Dave and his partner, Tom O’Rourke about an exciting program that Tom had created when he was an executive at Wells Fargo (save the boos please and keep reading…..) Dave and Tom wanted to bring the program to credit unions and were looking for a partner to help them do so. When I asked them how successful the program was at Wells Fargo, I was told that the program increased cross-sell conversions and bundles adoption from a paltry 12% to an astounding 86%. I was hooked. Of course I wanted to be part of this. By the way, those results are public and can be found by going to the top of page 10 of Wells Fargo’s Q4 2011 earnings report.
The program helps credit unions create and maintain loyal members by successfully “bundling” their checking accounts with other services that are the most likely to result in increased member retention through stronger relationships. So essentially, credit unions would open the traditional savings accounts (as required) and then would discuss the bundles right at the start of the member-credit union relationship!
Many credit unions already bundle their services in relationship-pricing and similar programs. However, a lot of those credit unions do not achieve the results they desire because certain elements of their program’s administration are missing. The two most common missing pieces are a training element and a monitoring/measurement metric. Sure 4 Bundles includes both of those things so the credit union can concentrate on building loyalty and servicing members instead of having to monitor the program every day.
I hope that you will take a look at the Sure 4 Bundles website to learn more! If you would like more information, you can call me or complete the contact form located on the website.
I have discussed the importance of building strong relationships on this blog more than any other topic. My business partners and I are grateful to be able to bring this program (along with its proven results and a ton of potential) to credit unions!