CFS Member Retention Model

Every credit union wishes to keep as many of their members as possible. But many struggle to understand which members are likely to leave, which are going to stay and how to get more members to be in the highest retention category.
There are a lot of member attrition models available to the Credit Union market. Many of them, purported to be accurate fail to do the most important thing, which is to keep the member at the Credit Union and not just forecast the likely attrition rate.

CFS Insight’s Member Retention Analytic Model looks at the members transactional behavior. The model establishes retention categories based on the existence of certain types of key transactions as well as thresholds. The analytical model then assesses the member’s transactional behavior and determines the appropriate retention category for each member using real time intelligence.

CFS Insight’s Member Retention Analytic Model is designed for credit union marketing departments to develop targeted marketing campaigns to help move members to the highest retention category. Additionally, these marketing campaigns can be tracked over time to ensure that they are creating the retention improvements that the Credit Union is looking to achieve.

Common Use Cases

CFS Insight’s Member Retention Model enables the credit union to:

  • Restructure marketing campaigns to target members in lower retention categories early in their journey with the credit union and influence them to engage in activity that leads to becoming a loyal member.
  • Inform front lines with the right product offers when a member enters a branch, engages on the digital platform or calls the member service center.
  • Inform retail staff with the Member’s loyalty score when members contact the Credit Union with issues or concerns.

Common Questions

The ‘core’ of the model is the same for every Credit Union. The transactional thresholds are adjusted to accommodate the different economic conditions that exist locally.

The model is tuned during the installation process. The model is robust to the slow changing nature of local economic conditions. Updates for this model are rarely required.

The members are classified daily always incorporating new data.

No, there is no upper limit

The classification happens at the member level regardless of the number of accounts. This allows us to still correctly classify members who distribute their transactions across both accounts and share/loan types.

Technical Details

The technical details of CFS Insight’s Member Retention Model include the following;

  • Runs on SQL Server 2014 or higher.
  • Requires the installation and licensing of CFS Insight’s Analytics Data Connector.

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The CFS Insight way to unlocking your credit union data

Data connectors and CFS analytical models are just tools. To succeed, your data initiative needs the right process to handle the preparation, detailed integration, and well planned training and support. The CFS process will help guide your project to successful implementation and adoption.

CFS Insight Process

Step 1

Discovery Call & Demo

Start with a quick discovery call followed by a customized demo. CFS will seek to answer specific questions and show how the CFS process will apply to your data needs.

Step 2

Review Agreement

Work with the CFS Insight team to define goals and project requirements. Develop a scope of work and review with any other key stakeholders and make adjustments.

Step 3

Onboard & Prerequisites

As your team works on required prerequisites defined in the agreement, CFS will onboard to your technology environment and begin preparing for implementation.

Step 4

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CFS will Implement the data connectors and analytic models, provide your team with training, help push your new solution to production, and provide you with dedicated ongoing support and consultation

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Why CFS Cares About Credit Unions

Credit unions want to serve their communities well. Their community may be a region, organization, or identity. But, not matter what their community looks like, credit unions want to see the their people thrive.

That’s why for more than a decade CFS Inisght has helped credit unions like your’s not only survive, but thrive!