Taking Messages to the Right Members
By personalizing the CU experience, SAFE CU can communicate effectively while continuing to build brand loyalty and deepen member relationships.
The $3 billion Folsom, Calif.-based SAFE Credit Union implemented Atlanta-based fintech provider NCR Corp.’s Promotion Suite Premium tool to help create a better, more targeted digital member experiences.
NCR’s Promotion Suite Premium capability combines push notifications, geofencing, beacons, campaign management, app messaging, and secure chat in an integrated digital experience. The tool’s real-time geofencing information – based on a person’s location and individual needs – creates a tailored online and digital experience with a human touch for SAFE members.
By personalizing the banking experience, SAFE can communicate effectively while continuing to build brand loyalty, deepen member relationships and improve their base’s financial well-being. “With a superior digital customer experience and a focus on meeting the needs of consumers, we are enabling SAFE Credit Union to compete and win against larger financial institutions,” Douglas Brown, SVP/GM, NCR Digital Banking, said.
Danielle Juarez, assistant vice president of digital banking strategy and innovation at SAFE Credit Union, said the credit union used the NCR promotion tool in a pilot fashion probably for about the last three years, but launched it for member facing activities in June of 2018.
NCR’s Promotion Suite Premium provides SAFE with the means and flexibility to deliver relevant, fully customizable messaging. Juarez indicated, “The main thing it does is allows us to send push notifications to our members’ phones. We have always had ways to communicate with our members, which are the standard mail/email, and through our corporate website. But we’ve never had a tool that allowed us to get an immediate message to a member.”
SAFE also looked to the promotion suite to more effectively reach their mobile-only members.
Brown pointed out in SAFE was using NCR’s newest marketing platform in a variety of interesting use cases. “They really wanted a messaging conduit to the members. It was more about deepening relationship engagement in many instances.”
When SAFE experienced a debit card outage in specific geographies the credit union turned to the messaging capability for help. Rather than sound the alarm bells to it entire member base, SAFE quickly lined up a message campaign to notify people about the situation and specifically target those affected.
The majority of affected members received a mobile heads-up about the issue before attempting to use their card and received an all-clear notification SAFE resolved once the issue.
Read more about SAFE Credit Union’s use of NCR’s Promotion Suite Premium in the August 28th issue of CU Times.