How Program Pays for Itself

WICHITA FALLS, Texas — MCIF and CRM data can pinpoint the next best product for an individual member at Texoma Community CU here-but the data also help identify existing products the member isn't using.

Texoma's new on-boarding specialist calls members who are enrolled in online banking but aren't using the product, said Mike Segaloff, marketing director at the $81-million CU. When a member is enrolled but not using bill pay, "Texoma is essentially paying a per-month fee for nothing. We can either help each inactive member pay a bill or shut off the enrollment."

Last year, after deactivating members who no longer wanted bill pay, Texoma was able to save $2,500 per month in vendor fees, said Segaloff. "That savings more than covers our onboarding specialist's salary."

While the number of bill pay enrollees has dropped, the total number of active bill pay users has grown more than 70% in one year, he said.

Texoma also used Marquis to identify homebanking members who hadn't signed up for e-statements and created a corresponding call list, added Kevin Scott, operations manager. Member service representatives were able to switch 75% of the members on the call list over to e-statements, he said.