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Harland Clarke helps CUs target new members
CARY, N.C. (10/17/12)--Harland Clarke is using SAS Analytics to deliver member/customer relationship management solutions that help credit unions acquire and develop strong relationships with members.

Harland Clarke is a CUNA Strategic Services provider.

SAS Analytics is driven by rolling data on products, services and millions of purchases stretching back as far as 12 years. The company conducts portfolio analysis, defines market segments, identifies account holders with high propensity to purchase products, and recommends relationship strategies for individual account holders.

Harland Clarke then delivers marketing services including direct mail production, e-mail marketing and a contact center to drive revenue streams for clients.

To encourage credit union members to use new products and services, Harland Clarke delivers tailored onboarding communications such as direct mail or online offers for members' first 90 days to generate positive customer engagement. Attrition rates are usually 20% below the benchmark attrition rate, according to Sandeep Kharidhi, Harland Clarke vice president of analytics and business intelligence.

"SAS Analytics helps us expand our level of engagement with banks and credit unions, accelerating portfolio performance dialog with senior executives," Kharidhi said. "Using analytics, we develop new ideas and strategies for solving marketing challenges. When we recommend a solution, we even use SAS to predict the expected return on investment."

Harland Clarke uses SAS Analytics for its Stratics suite of predictive models, built exclusively for credit unions and banks. "That assesses more than 600 banking behaviors aggregated into 60 predictive models that show which customers are most likely to churn, which customers are most loyal and which are most open to cross-sell or 'next-most-likely' product offers," Kharidhi said.

Next, Harland Clarke will implement SAS Business Intelligence. Previously, it produced reports by analyzing data in SAS and then outputting the results to three or four software programs to get the final report. SAS Business Intelligence will offer "one-stop reporting." Reducing manual reporting steps increases productivity and speeds reports to decision makers for better answers faster, said the company.
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