PASADENA, Calif.-Credit unions need to converge delivery channels and better leverage data they already have on their members to improve their bottom lines.

That is the message from David Cerwinski, VP sales & client services for Wescom Resources Group.

"We have rich data about our members' demographics and spending patterns, but we do not always make it accessible to the products and processes that serve each channel," he assessed.

Cerwinski said CUs need to find ways to mine the data from their various service channels, select their target member base, and communicate to the members consistently across every channel.

"The results will be deeper product and service engagement, which leads to higher efficiency and a better bottom line," he said.

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