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Credit Union Central of Ontario AGM & DEVELOPMENT CONFERENCE

Credit Union Central of Ontario AGM & DEVELOPMENT CONFERENCE. W E S I. C U C O. 6 PACK LIQUIDITY STRATEGY. P.A. (Pat) Palmer Principal & CEO Where Eagles Soar Inc. April 4, 2008. 2008 LANDSCAPE. Canadian Consumers: Highest shopping promiscuity Drivers of commoditization

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Credit Union Central of Ontario AGM & DEVELOPMENT CONFERENCE

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  1. Credit Union Central of Ontario AGM & DEVELOPMENT CONFERENCE W E S I C U C O 6 PACK LIQUIDITY STRATEGY P.A. (Pat) Palmer Principal & CEO Where Eagles Soar Inc. April 4, 2008

  2. 2008 LANDSCAPE • Canadian Consumers: • Highest shopping promiscuity • Drivers of commoditization • Technological & financial literacy • High personal debt/low savings level • Lifestyle segment differences • Significant economic slowdown hits

  3. 2008 LANDSCAPE • Competition: • Proliferation of channels by traditionals • Niche players erode market shares (ING/PC Financial) • Insurance companies cross-over (Manulife) • Retail brand extensions (CTC, GM, HD, etc.) • Intermediary explosion (brokers, planners, agents) • Monolines change to multilines • Internet virtual choices, comparisons and information

  4. CORE CHALLENGES FOR DEPOSITS • Offset commoditization influences • Improve product attractiveness and stickiness • Understand depositors’ behaviours • Build value generators • Inspire sales culture • Capitalize on winning ideas

  5. WESI LIQUIDITY STRATEGY 1 2 3 4 5 6 D E P O S I T S REAL CANADIAN SOLUTIONS Capture More of Members’ Cashflow

  6. #1 – MEMBER & PROSPECT PREFERENCES • Analyze segment cashflow characteristics • Identify high/low balance holders • Uncover “best of balance” preferences • Build prototype segment scenarios • - women • - entrepreneurs • - not for profit organizations • - family circles • - employer partnerships • - employee direct creditors • Realize cashflow linkages, values, contingency cushions Isolate the Best Group Prospects

  7. #2 – PRODUCT POSSIBILITIES • Understand competitive S/W of products • Assess sales & service costs • Determine segment preferences • Entrench on boarding culture • Push pre-approved transaction switches • Emphasize non-price values • Coordinate universal channel product messaging • Innovate S/C elimination Create Product Portfolio Values

  8. #3 – DELIVERY CHANNEL CHOICES • Identify member access choices • Link access preferences with all FI’s • Select channel investment targets • Assess channel vulnerabilities • Optimize segment-channel attract values • Examples: • - urban seniors – branch facilities • - suburban families – evening/weekend access • - entrepreneurs – business ATM functionality • Investigate channel partnerships • Integrate robust website/call centre agents • Understand breakthrough trends – social networking Your Choices – Members Primary Choices

  9. #4 – PROMOTION & COMMUNICATIONS • Identify target audiences and messages • Avoid shotgun expenditures • Build segment information and education values • Isolate preferred communications channels • Customize delivery channel messages/maintain • universal themes • Script “calls to action” in everything • Improve personalization of collateral materials • Increase e-mail etiquette throughout Role Play Face-to-Face Messages

  10. #5 – ACTION RESEARCH • Uncover action catalysts in member and prospect segments • Determine current and future relationship preferences • Develop continuous, economical research methodologies • “Mine” the member relationship database constantly • Avoid “nice to know” syndicated studies • Test customized value propositions with panels • Evaluate an “incubator site” – brick & click Be Proactive With Research Findings

  11. #6 – RELATIONSHIP VALUE EXPERIENCES • Neutralize commoditization vulnerabilities • Convert “quality of service” into “depositor care” • Activate proactive relationship commitments • Construct segment specific value propositions • Motivate staff as to the value catalysts in total • propositions • Magnify attractiveness and stickiness of your value chains • Concentrate on specific sales and service portfolios to build • integrated member benefits Capture Increased Member Cashflow

  12. SIX PACK STRATEGY SOLUTION An integrated deposit/cashflow series of segment specific values to quench your liquidity thirst WESI “Burp” Stop the Commoditization Cancer

  13. CUCU AGM & DEVELOPMENT CONFERENCE Deposit Generation & Retention Workshop Thank You Pat Palmer pat@whereeaglessoar.com

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