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Leveraging User Behavior to Break Down Digital Barriers: Account Holder Activity Holds the Key to Better Member Services

Account holders have unique stories and
varying financial needs, which makes delivering meaningful engagements
increasingly difficult from afar. Although the line in the sand has become more
distinct, there’s a difference between simply offering digital banking
capabilities that “get the job done” and those that exceed expectations with rich,
personalized experiences and increased member engagement. As expectations
around digital interactions continue to evolve, users demand more than just
convenience. Credit unions must incorporate new techniques to strengthen
engagement outside of the branch – while delivering the same level and quality
of service as in-person interactions would provide.

The data generated from user behavior, like
spending and saving habits, for example, holds the key to delivering better,
more targeted financial products and services. In a sea of FIs and third-party,
digital-only challengers, leveraging these insights builds trust between the
account holder and institution, positioning the credit union as a true partner.
Here, credit unions have an opportunity to help members charter the course
together, constructing their own authentic, financial narratives in tandem with
one another.

Breaking through the digital divide

Within branches, face-to-face exchanges
between employees and members are necessary to understand their financial
situations and recommend new or complementary offerings based on actions. With
more members transacting from home or remotely from devices, this in-person quality
of engagement is lost, along with the insight gained from conversations and
transactions. Less intimate environments leave little to zero room for offering
financial planning tips, suggesting new services based on spending activity, or
rendering simple pleasantries that formerly reinforced the backbone of member

Now, members find themselves signing into
their account to complete banking tasks digitally, leaving credit unions at a
crossroads. Is engagement to be sacrificed for the sake of digital efficiency?
And how, then, can financial institutions effectively foster a personalized dialogue
with members remotely? While digital banking platforms may facilitate day-to-day
banking functions, the institution and its account holders suffer due to a lack
of personalization. This presents an urgent need for new, data-driven tools
that leverage invaluable trends and patterns, actioning insights that marshal
member engagement where it counts. 

Members are secretly telling you what
they want to hear

By aggregating and capitalizing on datapoints
associated with user behavior and predictive analytics, credit unions elevate
their digital services, while developing a newfound understanding of their
individual members. Marketing opportunities are reinvented and relate to account
holders through strategic, targeted messages that humanize an otherwise cold, impersonal
digital interface. User data arguably holds the formula to captivate account
holders with attention-grabbing campaigns that resonate with their own behavior.
Through customized and consistent marketing messages across all platforms,
browsers, and devices, user data lends itself to identifying new ways for
institutions to strategically promote and advertise personalized offerings.  

As a trusted partner, leveraging actionable knowledge
emboldens credit unions to offer complementary services or help with financial planning
endeavors based on user behavior data. “Just made a large purchase? How about a
personal loan to help with the payments?” “Depositing multiple, high volume, small-dollar
checks into your business account? Maybe digital POS tools can help.”

While members benefit from data-driven campaigns
that are personable, fun, and easy to interact with, credit unions gain access
to even more information, like campaign engagement metrics for additional follow-up,
secondary marketing and even retargeting. Armed with a heightened level of performance
insight, analytics, and reporting, credit unions are empowered with a means of ensuring
campaign sustainability, while gauging effectiveness for future communications.

Technology connects us, and in a time where
self-service supersedes in-person visits to the branch, credit unions must
engage members with relevant, timely services through secure digital channels. Leveraging
user behavior data for targeted, personalized marketing differentiates your
digital solution a truly unique extension of your institution – even from afar.

Take your digital solution to the NXT

Sitting at the heart of a financial
institution’s digital ecosystem, NXT is quick to market and delivers a secure,
flexible, and customizable digital banking platform. NXT’s single platform for
consumers and businesses marries mobile, digital and voice banking, along with
complementary functionality like loan services, SMB invoicing tools, and more. Its
advanced, data-backed marketing capabilities leverage user behavior for
actionable insights, enabling credit unions with the ability to deliver robust,
targeted, personalized, and consistent campaigns across all digital channels.
By enhancing the user’s digital experience, the institution wins by driving
deeper engagement. Take your solution to the NXT level.

About the Author:  Aditya Chilukuri is Vice President of Product Management at Alogent. With more than 20 years of global experience in product strategy, development and go-to-market, Aditya leads Alogent’s digital banking suite including NXT, a full-featured consumer and business banking platform that prioritizes the member journey and lowers the cost of ownership for credit unions.

To learn more about NXT and Alogent’s other end-to-end banking solutions, visit

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