Guest Opinion: Changing the Unengaged Member
There’s a special kind of member we’ve heard a lot about recently. They’re the types who come in for a car loan or a credit card or, more recently, move their money from a big bank to a credit union. And after that initial transaction, they go quiet.
They’re the unengaged members, a chunk of your membership who only have one product and haven’t taken steps to move any other accounts or transfer any balances. They might be new members with free checking accounts or they might be loans that were paid off long ago who had no reason to continue that relationship.