Putting ‘personal’ back into personal banking
For most people, money is more than just numbers and transactions. It’s inextricably linked to accomplishment, peace of mind and hopes for the future. Credit unions can win lasting loyalty and grow by framing banking products in ways in which people think about their lives.
IH Mississippi Valley Credit Union (IHMVCU) has always prioritised members’ financial goals. But in recent years, the credit union re-energised its member-centric mission—refreshing its brand to emphasise the importance of financial well-being for its members, employees and the community.
“We want to build better member relationships by focusing on meaningful conversations about their lives rather than transactions,” says Amy Orr, Vice President of Marketing at IHMVCU. “Instead of just accepting members’ deposits and sending them on their way, we want to better understand their hopes, dreams and challenges so we can help them to improve their financial health.”
IHMVCU aims to drive aggressive growth with a Customer Experience Management (CXM) strategy centred around informed and scalable marketing activities. As its experience strategy unfolded a few years ago, the marketing team saw an opportunity to transform campaigns and start to pull member experiences together into highly personal and co-ordinated journeys.
“We dipped our toes into the digital world with basic marketing automation, but to better serve our members and achieve the growth we wanted, we needed more muscle,” says Orr. “Adobe Campaign and Adobe Analytics enable IHMVCU to succeed by making our financial solutions more relevant in the daily lives of our members.”
With help from M2 Partners, an Adobe solution partner, IHMVCU is using Adobe Campaign and Adobe Analytics to build a sophisticated member journey focused on the details of members’ lives—money management, new homes, family additions and retirement, to name a few. That means every interaction, whether through email or in-person, is designed to serve member needs, which promises to increase member value while building loyalty, sales and business growth.