SACRAMENTO, Calif. -- Schools Financial Credit Union is nowincreasingly using online communications with members to informthem of new products and special lending programs because monthlymeasurement of service satisfaction proves it reinforcesloyalty.

Schools Financial CU (www.schools.org) is one of the top 25credit unions in California ($1.1 billion-in-assets/115,000members) and used cars sales rank in the top five for valueproducts, said SFCU, those surveys show.

According to Nathan Schmidt, vice president of marketing forSFCU, members have become much more comfortable shopping and doingbusiness online, and that has made the CU more technology driven incommunicating with its members.

"Monthly inserts in statements have been replaced with efficiente-mail blasts to members announcing current loan rates and realtime links featuring vehicles that will be available at specialused car sales promotions," said Schmidt. "Members appreciatepreviewing images of the exterior and interior of available usedcars online, as well as being able to select the cars that willbest fit their budget by using a monthly payment estimator on thewebsite." SFCU's IT system can segment distribution to reach out tocertain geographic addresses and target members who have alreadybeen pre-approved for a loan.

SFCU is one of the over 1,000 credit unions that partner withEnterprise Car Sales to ensure that members get a great car at agreat price. Brook Gilchrist, national marketing manager forEnterprise told Credit Union Times, "Credit unions are a huge partof our business, a very big part. I'd say we work with most, if notall the top credit union auto lenders across the country."

Enterprise has 7,500 frontline cars available at any given time,she said. By "frontline" Gilchrist explained, she meant that out ofthe 700,000 to one million Enterprise fleet of rental cars theypull "the cream of the crop" for resale through its CU partners.They can also move inventory from different locations. But moreimportantly, those cars are backed by a 12-month limited powertrain warranty and a seven-day or 1,000 mile buy-back guarantee.All cars are subjected to a 100-point safety and mechanicalinspection that's performed by an ASC-certified mechanic.

Gilchrist said that Enterprise understands the 'trust' factorthat exists between CUs and their members and does everything toassure that any concerns about buying used rental cars is overcome.And sales are accompanied by a one-year roadside assistancecontract.

That attention to detail resonates with Schmidt, who said,"Members really appreciate Enterprise's trademark no-hagglepricing, which eliminates the negotiating aspect of car buying, andthe repurchase policy if the member changes his or her mind."

There's always a wide range of high-quality, late-model usedvehicles priced below the Kelly Blue Book, the consumer-pricingbook for used vehicles. Combined with Schools' best financingoptions for used cars, members get a great deal, he said.

Cathy Pilgrim is the group sales marketing manager forEnterprise in northern California (nationally, Enterprise has 54marketing reps that work with their CU clients). Pilgrim said sheworks a yearlong sales strategy for SFCU that includes everydaysales, special event sales and some special tie-ins that may offeran incentive or a lower rate. "We have to achieve membersatisfaction in order to please our clients and uphold ourreputation as well as that of the credit union," she said.

From the SFCU website a link takes members directly to(www.cuautodeals.com) where they can search for car model types byzip code. Enterprise is now running its "Spring it On" sales event,featuring the Nissan Altima four-door sedan (a Blue Book RetailValue of $18,540 for $16,999, or $1,541Below Blue Book).

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