RIVERSIDE, Calif. — For Altura Credit Union, effective member relationship management (MRM) technology is all a matter of timing.

The $900 million CU built its own MRM system after deciding that systems offered commercially were too complex and all too often went unused by the front-line staff.

"In our experience, MRM systems are rarely used or simply abandoned any time employees are required to toggle windows or use hot keys to go back and forth or activate special inquiries," says Ron Woodbury, Altura CU's executive vice president and chief information and administrative officer.

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