Building Superstar SEG Relationships

$1.5 billion/112,000-member Elevations Credit Union, Boulder, Colo., has used Salesforce customer relationship management software to manage its select employer group relationships since 2011 with unprecedented results.

“It’s not just the software,” emphasizes CUES member Dennis Paul, the CU’s VP/business and community development. “It’s how effectively you use the software.” For Elevations CU, the goal is to help its team work smarter, not harder. “We use CRM strategies to develop and cement relationships by making every interaction emotionally driven rather than transaction-driven,” clarifies Paul.

Elevations CU knows that “out-of-sight is out-of-mind,” and many CUs struggle to see the true ROI on SEG relationships. Instead, with dedicated CRM practices, a CU’s business development team can be in constant contact with its partner companies, positioning the CU as a key resource.

Case in Point

Laura Zavala, business development officer at Elevations CU, meets with SEGs monthly. Together, they discuss numerous items that vary in focus. However, no matter the meeting, Laura always pays particular attention to the cues her SEG contacts provide. For example, what’s top of mind in the workplace? Are the employees concerned or needing a certain product or service? Are there other seasonal SEG or specific employee needs? How can the CU help to ensure that employees thrive? 

In one particular meeting, Laura and her HR contact are hoping to decide on a topic for the SEG’s next Lunch and Learn financial education session, also held monthly. During the discussion, the HR representative mentions that a topic pertinent to women’s finances could be effective.

Using her iPad, Laura enters detailed notes into Salesforce:

“Make sure to give a few choices for our next brown bag lunch. The topic should address financial needs for women. One idea is Women and Investing.”

The topic was presented to HR, and subsequent attendance was excellent: 34 employees participated in the seminar. The SEG was thrilled with the turnout, while staff sat in on an interesting presentation, gathering relevant info. Additionally, 13 of the attendees requested a follow-up roundtable session. Using Salesforce, Laura scheduled that follow-up, further positioning the CU as a trusted expert, friendly resource and preferred financial partner.

Paul says this is the epitome of how a CRM can leverage the human or emotional side of relationships to drive sales: “The software can strengthen connections and better serve members in endless ways.” When Paul thinks about customer intimacy and building loyalty, effective deployment and use of a CRM tool are critical parts of the equation.

He also recommends that staff not be afraid of the CRM’s capabilities. “There will be a learning curve. But don’t be afraid. Instead, help staff to understand what the system can do and then push it to its limits. Use it to capture details, track activities, schedule and email to prioritize sales potential.”

Paul asserts that as a CU, if you don’t have a CRM or are not using your CRM to its fullest capability, you’re missing a huge efficiency component. For the future, he sees potential for greater customer dynamics and highly accurate, predictive behavior models.

“Anticipating the next step will be how CRMs of the future operate,” concludes Paul. “Already we have the next-best product, but I believe predicting a buyer’s needs will happen much earlier in the buying cycle for swifter, more pointed sales transactions.”

With 25 years of marketing and communications experience, Stephanie Schwenn Sebring established and managed the marketing departments for three CUs. As owner of Fab Prose & Professional Writing, her focus is on assisting CUs and industry suppliers with their communications needs.