Key Findings of the CU Direct/Wescom Study
* fewer than 20% of CUDL members could be defined as "proximate" - living or working within a three-mile proximity of the CU's individual branches. This small segment represents those most likely to switch their principal financial institution from their current provider to the CU. * the most intensive marketing efforts are best invested in the "proximate" group. Since buying a vehicle is an emotional experience for the buyer, it's crucial that these personal outreach efforts be made in the first few weeks following the purchase, while the "high" is still a factor. * dealers sell cars, not credit unions; CUs are best at selling credit unions. Dealers can not be relied on to be the primary place for developing the cross-sell relationship. That is the CU's job. * CUs should allocate human and financial resources to appropriate market initiatives that leverage cross-sell and up-sell opportunities among all members.