CRM technology helps Credit Unions achieve their financial goals

Results from a 2018 survey of 250 professionals from 230+ credit unions regarding CRM system adoption and satisfaction.

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State of CRM Report Insights

CRM technology helps credit unions implement a comprehensive strategy to increase wallet share by:

  • Enabling a 360º view of the member
  • Establishing a single view of all member data
  • Empowering marketers to create offers based on data analytics

Increasing Share of Wallet

Investment in a modern CRM system helps credit union sales and marketing teams reach new prospects in a number of ways:

  • Taking the sales team on the road with mobile-friendly CRM
  • Basing segmented marketing on rich data sources
  • Offering comprehensive household views

Growing Active Member Count

Reducing Operational Expenses

The right CRM can have a significant impact on cost-cutting initiatives outside these departments. That’s because it can:

  • Reduce IT burden and unexpected expenses, if you select SaaS vs. on-premises CRM
  • Provide an optimized workflow for member management
  • Automate outreach for delinquencies


2018 Credit Union CRM Report

About authors

In its mission to ensure Americans have unrestricted access to a vibrant cooperative financial system, Callahan maintains CreditUnions.com as well as publishes a suite of print publications, including Credit Union Strategy & Performance, Callahan Credit Union Directory, Callahan Collections, and Supplier Market Share Guides. CreditUnions.com is the leading source of data-rich, actionable content for the credit union industry.

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The ecosystem of CRM systems has evolved, offering institutions a wide range of choices, with varying levels of customization from turn-key out-of-the-box solutions, to fully bespoke systems tailored to an organization's specific needs.

That's why we partnered with Callahan & Associates to survey credit union executives and tease out their perspective on the CRM system marketplace. Our goal was to better understand and quantify credit union CRM system adoption and satisfaction

The results of the survey indicate that the considerable financial upside of enterprise-wide CRM awaits those credit unions whose leaders make the right technology investments. But equally importantly, these leaders need to spearhead a wholesale cultural change across the credit union to drive adoption and utilization of CRM and business analytics for personalized service. 

Organizations that prioritize these initiatives will identify new opportunities to engage prospects, deepen ties with existing members, and meet or exceed essential financial goals. Here are some of the ways CRM can help you achieve organization-wide financial growth.

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