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FRISCO, Texas – Most credit unions have some sort of member relationship management system in place. And most are doing less with the data within it than they could, and thus missing opportunities to push new products and services out to their members. This was the rationale behind IntegraSys’s recent release of its ProfIT360 solution. A private-label member relationship management solution customized to seamlessly integrate with the IntegraSys core system, IntegraSys says ProfIT360 gives marketing departments the data needed to effectively target marketing campaigns and then use the results not only to fine tune future campaigns, but also gauge the cost and profitability of the products and services on offer. “Let’s say you have a credit card program or are just starting a credit card program,” said Dan Urscheler, product manager for ProfIT360. “You could, based on criteria such as credit scores that you build into the reporting piece, pull information about the demographics of the members, extract a list of members, and then do a targeted marketing campaign – whether it’s an e-mail or a mailer or whatever.” Meanwhile, you can make campaign details accessible to tellers and call center personnel, so they can see which members were part of the campaign. “If you were to walk in they could see that you were part of a mailing and could ask you about it and whether you’re interested or have questions,” Urscheler said. “The next time you refresh the data, it will update the marketing data to show all the people who have signed up tied to this marketing campaign. That will help them figure their costs and their success rate.” ProfIT360 consists of four modules: Point of Service, Process, Report, and Campaign. The customizable Point of Service module gives users access to member details, such as account summaries, status of requests and contracts, and marketing contacts and responses. It can flag members who, based on member-attrition data, show signs of leaving. In addition, it can make recommendations for cross-selling and the next-best product or service a member should be offered. The Process Module is a user-definable workflow system for tracking business processes. It allows for storage of such materials as documents and e-mails with an individual’s contact record, giving authorized users a record of member interaction. The Report Module enables users to create and publish custom tabular reports, charts, and graphs in PDF or HTML. It also includes a Quick Reports function for comparing a segment of member information against a standard report template. With the Campaign Module, users can set up and track targeted marketing and sales campaigns to gauge their effectiveness, ROI, and general progress. “We can really test target markets we’re after and know the areas we want to develop,” said Dennis Sommer, CEO of Alliance Credit Union in Fenton, Mo. “A lot of the MCIFs can’t nail down the profitability side. We think this product will do that.” Alliance, a 19,000-member credit union with $130 million in assets, was a ProfIT360 beta-test site. It has had the system since July 2005, though the marketing department didn’t begin using it till December. According to Rhonda Zalaudek, Alliance’s marketing director, the cross-sell and next-best features will prove most valuable. “Right now, we rely on our tellers and FSRs to instinctively know what products to cross sell. The system will actually generate a next-best recommendation and feed that to that teller or FSR and say this is the logical product based on the member’s profile that should be offered. Zalaudek expects the system to be especially helpful in selecting the target audience for marketing campaigns and to better understand income levels of members and where they fit demographically. As such, she sees it as a tool for growth. “For instance, if we have a member who just has a Christmas Club with us, we want to get them to see what other services and products are available that they’re likely getting from another financial institution right now. Trying to identify a product or service that is appropriate and making them aware of it is going to be key if we’re going to get them to add that next service and the next service after that. If we can do that, our strength with that member is going to incrementally increase.” -

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