Is USAA a better credit union than you?

first_imgWhat is the value of membership? Can you articulate what it means in an easy, digestible way to your membership? Is the value or benefit of membership real and tangible, or is it soft and fuzzy like an angora sweater?In national ads, USAA Bank with their unique member-status insurance/banking operation, states their value very specifically. They put the value in dollars and cents. In fact, they claim to have saved their members over $300 Million – and they are extremely proud of this achievement! That IS tangible value! You may have also seen that USAA advertises that over 92% of members expect to stay for life! Would your members say the same?USAA is spending millions of dollars to both produce these ads and run them in primo TV spots – like NFL games – to get their point across. USAA’s value proposition is that they save members money. In return, USAA gets even more business from their members – who then pledge their lifelong loyalty in return. Great trade, huh?!What are you doing to get your value proposition across to your members? Most Credit Unions cannot afford to run national TV ad campaigns.Can we agree that Credit Unions must differentiate their real value proposition to their members? Credit Unions offer better rates than the banks in their market, right? Then why not crow about it? Yell it from the mountaintop, so to speak.Has any Credit Union taken a similar approach to USAA? Yes. First Tech, Army Aviation, Smart Financial, and Wright-Patt are among the many, many credit unions that have executed a program similar to this and generated huge success. They each understand that it is vital to the health of their credit unions to clearly articulate the VALUE of membership with each member.Your members probably have a fuzzy idea as to the value your credit union offers. But, let’s get real, fuzzy isn’t getting it done. You need to be precise and extremely specific about why your Credit Union is different. Ask the same question your members ask… what specific value do you bring your membership?Let’s be candid, USAA Bank is a better Credit Union than you are! They understand who they are and what they stand for. They are unapologetic.I am unapologetic in presenting how your credit union can also communicate your value effectively to your members: the Member Value Statement. This state-of-the-art program communicates your credit Union’s real dollars and cents value to each member who is engaged with your credit union.Imagine that you receive an email from your credit union, along with a special customized direct mail document, that unequivocally states you have saved $307 with your credit union (as just one example). A Member Value Statement that also asks the compelling question “How much more could your credit union save you with other needs?” and makes specific offers for other products to achieve even higher savings. How will you (or your member) respond?The really cool thing is that the Member Value Statement is a boon to member loyalty. Some clients have achieved a 50% reduction in attrition! Even if you don’t get this reduction rate, the clear message describing your value will still generate over 4X the return on the investment for the program. How do we know? It’s simple – we have run this program for dozens and dozens of credit unions, large and small. Every single one has had at least a 4X return. Spend $1, get $4 in profit! Does it cost as much as a national TV ad campaign? Hardly. It cost about the same as any direct marketing campaign you might run today. But – and here’s the really important point –this one generates INSANE RESULTS!Why did First Tech, Army Aviation, Smart Financial, and Wright-Patt, among many others, jump at the chance to execute this program? They each wanted to clearly and undeniably articulate the VALUE of membership.Do you?Shouldn’t you at least examine the Member Value Statement for your Credit Union?Can a fraction of your 2016 marketing budget deliver all of the return on investment you need for the entire year?How will you know the answer if you deny yourself the chance to see it for yourself? 109SHARESShareShareSharePrintMailGooglePinterestDiggRedditStumbleuponDeliciousBufferTumblr,Jay Kassing Jay Kassing is President of MARQUIS, a Texas based provider of marketing analytics solutions including MCIF/CRM software, MCIF services, profitability, compliance, consulting and direct mail creative/fulfillment. Jay has … Web: Detailslast_img read more

Kouyate to drop into defence

first_img Press Association The 25-year-old midfielder has been used to plug a hole in the centre of Sam Allardyce’s defence already this season and Kouyate wants to use the performance of his former club Anderlecht as inspiration for leaving the Emirates Stadium with a positive result. Tomkins, who has recently penned a new long-term deal at Upton Park, dislocated a shoulder in training on Thursday and joins fellow defender Winston Reid on the injury list – with forwards Andy Carroll, Carlton Cole and Enner Valencia also likely to miss out and Alex Song nursing a slight knee injury. Add to that Carl Jenkinson’s ineligibility against his parent club, and Allardyce will be selecting from a much-depleted pool for a fourth successive Barclays Premier League London derby. But Kouyate was in the crowd as his previous side Anderlecht recovered from a 3-0 half-time deficit to take a Champions League point home from north London and he wants to follow in the footsteps of the Belgian outfit. “I have never played at the Emirates stadium before, but I know I will play my game and try to enjoy it. I want to help the team and battle for the points,” he told “Arsenal is a very big team, but West Ham need the points. It’s a very good game and London derby, which I like. I’ll go to Arsenal to do battle. “I went to the Emirates to support Anderlecht in the Champions League earlier this season and they did very well and drew three-all. “I was very happy because Anderlecht is my second family. Arsenal went 3-0 up and I was thinking ‘What is this game?’ but in the second half Anderlecht came with a new mentality. “It went to 3-1, then 3-2 and then 3-3 – it was unbelievable! “I am very happy for Anderlecht, but now West Ham go to Arsenal and it would be fantastic if we could do the same. We want to get a draw or even a win.” The Hammers confirmed on Friday morning that Tomkins required hospital treatment as he became the latest player ruled out of Allardyce’s squad. ”West Ham United can confirm that James Tomkins has suffered a dislocated shoulder. The 25-year-old was taken for hospital treatment and will continue to be assessed by the club’s medical staff,” they wrote over two tweets. Kouyate enjoyed a short stint at the heart of West Ham’s defence alongside Tomkins due to injuries earlier in the year – scoring against Manchester United and quickly adapting to the role. It is likely he will return to that position for the trip to Arsenal, with the highly-rated but inexperienced Reece Oxford another option. In attack, Cole and Carroll are missing with respective hamstring and knee problems, whilst Valencia is a doubt having suffered a deep cut to his toe after standing on a broken teacup. The number of key first-team players in the treatment room will no doubt be a worry to Allardyce who has seen his side win just one of their last 11 Premier League fixtures. A shoulder injury to James Tomkins means Cheikhou Kouyate is likely to find himself at the heart of West Ham’s defence at Arsenal on Saturday – and the Senegal international has a plan.last_img read more