Data analytics.

Ask any executive, in any conference room in any large credit union in the U.S.: Do you have a digital transformation strategy? You will hear a confident, unequivocal "yes" every time. Catch that same executive in an unguarded moment in the hallway between meetings and ask them: How exactly are you translating that digital transformation strategy into tactical improvements to the processes and technologies you use to acquire, onboard and retain members? You will hear a lot more uncertainty and equivocation.

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