Making CRM More Than Software
Our American business culture is increasingly focused, some might say obsessed, with client engagement. And we work hard to track and document each client interaction.
In many ways, this obsession represents the maturation and evolution of basic CRM principles: knowing your members’ needs so that you can respond appropriately when the time is right. For credit unions, the goal is to ultimately increase the performance of different channels as well as the penetration of products and services.
Right-Time Needs Assessment
The CRM concept is about getting to know each member well enough to best recognize his or her actual product need(s), and at the right time. One of the tools for right-time needs assessment is the new member on-boarding process.