For years, credit union frontline staff have greeted members by name, remembered when they bought their last homes, or helped them select car loans. But getting to know members is more challenging in a digital world, with fewer opportunities to talk face to face.

Personalization blends the longing for one-on-one interactions with data analytics to understand members' needs and respond to them.

Retail service providers, including credit unions, today need a focused, organized approach to connecting with consumers, something Amazon has mastered. Automation has done much to cut costs and save time, but we fear the ability to keep close member ties has become a casualty of convenience. Enter personalization – a strategic way to develop and strengthen the member/owner relationship and foster engagement across multiple channels.

Launching a personalization program takes effort and commitment. Working together with MDC's 40-plus progressive, large credit unions, we've identified barriers that can hinder your program and should be addressed at the outset:

Technology: Are we, or our service partner, able to capture and integrate data from our core system, CRM and other sources across platforms? Can our data be trusted?

Time investment: Are we willing to spend the necessary time to gather and manage needed data?

Strategic expertise: How do we plan to get started? Can we turn data into usable information now?

Creepiness factor: Can we tailor communications to ensure each member feels cared for, but not preyed upon? Do we have a good balance between personalization and privacy?

The thought of these obstacles might overwhelm some marketing teams. But it's doable, and like any journey worth taking, it can be accomplished a step at a time. Here's how:

Set goals. Make sure management and staff are on board and understand the value of the personalization program. Set goals that connect your program to business objectives, such measurable growth and retention goals.

Get started, then refine member data to increase engagement. Consider this four-stage repeating cycle:

1. Listen: Think about the information collection channels available to you: The call center, in-branch visits, members' online and mobile behavior, and social media posts. Flesh out member profiles to find clues to better understand their needs.

2. Learn: Consolidate the information from all channels, analyze gaps and seek ways to improve it. Create personas for various demographics based on member interactions at the branch or call center, along with data collected from members' online and mobile buying behavior.

3. Strategize: Develop personalization tactics for different scenarios, such as routine member service matters, questions related to specific products or processes, and assistance based on behavioral activities. For instance, guide loan officers to prepare for appointments by reviewing member profiles so they are familiar with the member's past borrowing behavior and credit union interactions.

4. Deploy: Develop, prioritize and implement your plans across all channels while evaluating effectiveness. Make your branch inviting, perhaps including a spot where members can visit, use the internet or enjoy coffee. Equip call center staff with a complete view of members, as well as sales and service information. Be sure online and mobile apps greet members by name and use contextual information to deliver offers.

Sarah Lietz is director of projects and marketing for MEMBERS Development Company. She can be reached at 612-747-1013 or [email protected].

Kurt Schroeder is principal, growth strategies for Baker Tilly. He can be reached at 612-876-4816 or [email protected].