CASA GRANDE, Ariz.–Pinal County FCU has turned around two negatives familiar to many CUs–lack of quality member feedback and low cross-sales ratios–and made them positives with a signature pad.
The $99-million credit union uses CDPSigSales, a technology solution from paperless document management provider Complete Data Products, Troy, Mich.
Tiffany Vasquez, systems and technology manager for Pinal County FCU, said CDPSigSales allows the credit union to create a series of “Yes” or “No” marketing and member service questions that display on the signature pad prior to the member signing for transactions. The questions are displayed in a sequential order that the credit union chooses, while remembering the member number and name to ensure questions are never repeated for the same member.
When a member answers in the positive to a request for more information on a product or service, it flashes the question and response in red on the staff person’s screen. Vasquez said letting a piece of “non-threatening hardware” broker the cross-sell experience between the credit union and the member has shown “significant revenue-generating results” from the first day of implementation.
“We have been using the CDPSigSales product for just over a year,” she said. “We have attracted several new loans as well as new accounts.”
Luring Members To Add Services
In one recent recent promotion, Pinal County FCU encouraged members to sign up for e-services. For each e-service they signed up for they were entered in a drawing to win a Kindle Fire. During the 14-day period 3,245 members responded, with 578 responding positively that they would like information, 71 signing up for e-statements, 85 signing up for PCFCU’s mobile banking app, 27 signing up for bill pay, and 332 signed up for Net Branch, its home banking solution.
“That was 515 electronic services added thanks to SigSales,” Vasquez said. “We did not do much marketing for this promotion, so we attribute this success to the SigSales product.”
According to Vasquez, the ROI for the CDPSigSales software was easily returned in its first month of use at the CU. She said it has made the cross-sell experience “so much easier” for the front-line staffers because they are able to act on positive member requests for products and services, rather than try to verbally make suggestions or ask uninterested members for additional business.
“We let the signature pad ask the questions, which saves an enormous amount of time and eliminates the social barriers of a teller having to deal with cross-sell rejection,” she explained.
A reporting feature of the software e-mails the previous day’s activity in CDPSigSales to managers, which allows the CU to track the member name and number, the teller number, and whether the teller indicated that follow up is required.
'Do Not Disturb’
The product includes a “do not disturb” feature that allows members to opt out of future questions.
“We can sprinkle member service questions, such as, 'Were you greeted with a smile?’ or test markets by asking if members would welcome a new product or service,” Vasquez said. “The potential of CDPSigSales is really only limited by how creative we want to be with our questions.”
“Combining solutions to assist in cross-sell and member service into one tool that requires little or no maintenance on the part of the credit union was created in response to listening to the needs expressed by our clients,” said Tom Carswell, president of Complete Data Products. “Implementing technology for technology’s sake is never a good idea. The solution has to solve real world problems and bring instantly measurable results.”
Complete Data Products has offered technology solutions to credit unions since 1986.
For info: www.completedataproducts.com.