Railways Credit Union

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Railways Credit Union

• Formed in 1968
• Assets 258 million
• Shareholding Members 16,881
• Closed bond available only to railway employees
  and family
• Operate in Queensland North NSW
• 52 staff
• 1 Member Service Centre no branches

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Marquis

• Introduced into Railways in early 2002
• Data mining tool

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Prosper

• Introduced into Railways in early 2002
• Software program provided by same company as
  Marquis
• CRM tool
• Records member contact

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Business Strategy

• Grow business software introduced
• Change from reactive to proactive
• Better tools to improve member relationships

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Member Value

• Retention Service Member Value
• Not sales
• 83 Railways CU members rate our service as
  excellent

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Marquis Users

• Marketing Officer and occasionally Member Front
  Line Services Team Leader
• Started at Railways in November 2002
• Lost data

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Monthly Reports

• Business Development Officer Visits
• New Member Business
• Monthly Marketing Results

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Monthly Report Benefit

• Monitor level of business of members
• Valuable reporting can be more useful than
  accounting reports as data can be segmented

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Campaigns Loan Retention Strategy

• Car Loan
• Home Loan
• First Home Loan

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Campaign Benefits

• All campaigns run through Prosper
• All loan retention members surveyed
• Multiple campaigns run at same time
• Report on all campaigns
• Compare results to same campaign run 6 months ago

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Call Queues

• System generates list of members to call
• Marquis creates lists
• Lists imported into Prosper to create the queue

• New members (joined last month)
• New members (joined 3 months ago)
• Birthday
• 1 year loan anniversary
• Overdrafts not used
• Heavy ATM users
• Thank you large deposits
• 25-35, no mortgage loan, deposits gt 5,000 to
  promote First Home Loan product

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Call Queue Benefits

• More contact with members on a regular basis
• Prevent excess contact with some members and none
  with others
• Sales opportunities
• Run in conjunction with Direct Mail
• Designated outbound call staff

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User Defined Fields

• Survey
• Financial Planning
• Email

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User Defined Field Benefits

• More efficient and effective reporting
• Set up yourself
• Enhance amount and types of information you can
  obtain about members
• Improve flexibility of software
• Currently setting up Internet Banking as field

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Direct Mail / Data Integrity

• Enormous amount of different queries to create
  leads
• Examples
• Dormant members
• Car Loan
• First Home Loan
• Loyalty Program

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Direct Mail / Data Integrity Benefits

• More effective Direct Mail
• Targeted
• Track response business before and business
  after direct mail
• Example Mitsubishi Mirage Deal

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THE

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