The Decision Maker

Ann Farrell

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Data: The Key to a Successful Card Portfolio

Posted by Ann Farrell on Jun 25, 2019 1:17:41 PM

Understanding your members’ behavior gives you the opportunity to serve them effectively, and in turn, increases your bottom line. Unfortunately, it is not uncommon for credit unions to overlook existing cardholders as a significant opportunity to help stimulate portfolio growth and increase profitability. With the use of data, you can identify trends that will help you to ensure that you are offering the right incentives, rewards, and services that will not only retain your existing cardholders, but also attract new prospects.

What can data do for you?

Data can open the door to product and service opportunities that your credit union did not offer in the past. Also, by utilizing data from your card portfolios, as well as home and auto loan applications, you will have a vivid picture of each member that will help you to create unique member experiences. In the end, you can feel confident that you are offering a competitive card product and doing what is required to stay “top of wallet.” With rich data you can:  

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Topics: Marketing, Membership, Data-Driven, Lending