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©2013 Fiserv, Inc. or its affiliates www.raddon.com / 800.827.3500
Marketing Analytics
What’s the Bottom Line?
Kevin Stang Area Vice President Raddon Financial Group
©2013 Fiserv, Inc. or its affiliates www.raddon.com / 800.827.3500
The RFG Solution
Industry Research
(since 1983)
Strategic Analysis (since 1988)
Software Solutions
(since 1997)
Solutions Center (since 2007)
Raddon helps financial institutions gain a competitive advantage and improve performance with sustainable and measurable results through: 1. Research and Analysis
2. BI/CRM/MCIF Software
3. Data Solutions
4. Consulting
Understanding the needs of the
customer
Understanding the competencies of the organization
Aligning products, systems, people, and processes
Marketing, sales, and management
tools
©2013 Fiserv, Inc. or its affiliates www.raddon.com / 800.827.3500
Decisions Based on Fact, Not Opinion
RFG’s Business
Intelligence Benchmarks from 45 MM
Accts & 13 MM Households
6,000+ Branch Profiles
Over 25 years of consumer
research trends
Loyalty Benchmarks from 300K
Annual Surveys Industry Product
and Channel Benchmarks
87 Annual Seminars with
3,300 Attendees
Product & Customer
Profitability Norms
©2013 Fiserv, Inc. or its affiliates www.raddon.com / 800.827.3500
RFG Campaign Tracking Averages
• 100’s of Financial Institutions • 1,000’s of Campaigns • 10,000’s of Direct Mail / Email offers Tracked
Direct Response
Indirect Response
Overall Response
New Households 4.1% 12.8% 16.9%
Top Loan Targets 4.2% 21.6% 25.8%
Auto Retention 2.9% 7.2% 10.1%
©2013 Fiserv, Inc. or its affiliates www.raddon.com / 800.827.3500
Efficient, Research-Based Targeting
©2013 Fiserv, Inc. or its affiliates www.raddon.com / 800.827.3500
CU Industry Loan Growth Beginning to Improve
High performers have exhibited stronger loan growth in all periods since 2004. The CEO Average growth rate is 5.6%; for high performers it is 8.5%.
Source: CEO Strategies Average Data
60
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Macro Level Targeting: Potential Tracking Results Your CU’s Member Survey National Research
Gut Feeling
©2013 Fiserv, Inc. or its affiliates www.raddon.com / 800.827.3500
CONSUMER SEGMENTS - All HouseholdsSoutheast Region
Age and Income 65 +
SoutheastConsumer Segments Age Definition Income Definition % of HouseholdsFee Driven 18 to 44 Less than $50,000 19.4%Credit Driven 18 to 34 $50,000 or more 7.0%Middle Market 35 to 54 $50,000 to $124,999 18.6%Low Income Depositor 45 + Less than $50,000 24.6%Middle Income Depositor 55 + $50,000 to $124,999 13.8%Upscale 35 + $125,000 or more 6.0%Unclassified N/A N/A 13.3%Total 102.7%
35 - 44
Upscale
45 - 5418 - 34
Middle Market
55 - 64
Low Income Depositor
Middle Income Depositor
Fee Driven
Credit Driven
$125,000 or more
$50,000 - $124,999
Less than $50,000
Gen Y Gen X Baby Boomers Traditionalists
Segment by Blending Age & Income
©2013 Fiserv, Inc. or its affiliates www.raddon.com / 800.827.3500
NATIONAL PRODUCT USAGEAll Fee Credit Middle Low Income Middle Inc.
Households Driven Driven Market Depositor Depositor UpscaleChecking 98% 96 102 101 99 102 102Savings 71% 80 116 116 89 110 113Money Market Account 21% 27 115 114 60 140 225Certificates of Deposit 23% 32 71 100 105 167 153Mortgage 48% 67 166 120 59 91 192HELOC 17% 45 49 115 77 158 197Equity Loan 9% 88 148 157 33 79 185New Auto Loan 19% 58 157 145 51 103 185Used Auto Loan 16% 122 149 124 83 61 77Consumer Loan 22% 165 202 108 48 68 74Classic Card 54% 95 110 112 86 108 110Gold Card 17% 45 47 115 88 143 195Platinum Card 34% 68 108 124 75 124 151
All Fee Credit Middle Low Income Middle Inc.Households Driven Driven Market Depositor Depositor Upscale
Lobby 65% 94 83 104 100 105 118Drive-up 56% 99 103 113 91 103 107Direct Deposit 78% 72 111 107 102 106 115ATMs 60% 108 126 119 71 99 119Debit/POS Card 68% 121 120 108 87 83 92AVRU 18% 144 69 91 98 109 78Online Banking 58% 103 162 122 60 89 130Source: RFG's Spring 2010 Strategic Planning Study Group (SPSG). Usage indexes reflect consumer segment definition changes implemented by RFG in October 2009.
Delivery Channels
Product Usage
Understand Segment Behavior
©2013 Fiserv, Inc. or its affiliates www.raddon.com / 800.827.3500
Your CU Member Survey Data
Percent of All Households Overall Emerging Affluent10% 8% 3%
Percent ile 41 40 45Group Average 12% 9% 3%Peer Group 16% 11% 5%Extended DemographicsABC CU Average Age 29.3 29.5 28.7
$86,649 $70,241 $133,745Services per Household¹ 5.72 5.71 5.73Homeowner 77% 79% 72%Children at Home 51% 54% 42%
Overall OverallDelivery Channels² Index³ Overall Emerging Affluent Products Index³ Overall Emerging AffluentTraditional Loan Products
115 84% 86% 79% Auto/Truck Loan 176 67% 65% 73%Telephone--Employee 93 39% 43% 27% Mortgage Loan 152 71% 70% 74%Electronic Home Equity Loan 70 13% 14% 9%Direct Deposit 120 91% 93% 86% Home Equity Line 61 10% 12% 5%AVR 94 31% 40% 7% Overall Credit Card 117 76% 75% 80%ATM 124 85% 85% 85% VISA®/MasterCard® 112 68% 68% 68%Direct Debit 128 69% 68% 73% 115 34% 30% 44%
130 86% 86% 87% Personal Line of Credit 100 19% 17% 22%Debit/Check Card 133 84% 86% 80% Other Loan 139 24% 26% 18%Rewards Debit/Ck. Crd. 127 40% 31% 66% Deposit/Investment Products
Online Banking 145 88% 86% 95% Checking 104 92% 91% 95%Bill Payment 156 52% 50% 55% Money Market 84 30% 32% 27%
124 46% 43% 53% Certificate 64 21% 23% 17%¹Services per Household is based upon Member Survey product usage anywhere, IRA 70 26% 27% 24% excluding retirement investments, mutual funds, annuities and stocks/bonds. Mutual Fund 73 16% 18% 9%²Delivery channel data is available only for Member Survey participants. Annuity 98 12% 13% 9%³An index above 120 means the Consumer segment has "above average" usage anywhere
compared with all Consumer segments. Indexes under 80 represent lower usage. 4Product usage is based on your members' delivery channel/product usage data at any financial institution for this particular Consumer segment.
Rewards VISA®/MasterCard®
ABC CU Average Income
Usage Anywhere4
ABC Credit Union
Usage Anywhere4
CREDIT DRIVEN PROFILE
Branch Teller Transaction
Overall Debit/Check Card
Online Account Statement
©2013 Fiserv, Inc. or its affiliates www.raddon.com / 800.827.3500
Example: Product to Segment Matching
Ratio PercentileAverage Average Total Average Average
Penetration Balance Profit Profit Penetration Balance ProfitLoan DetailReal Estate 3.3% $77,467 $860 $241,244 50 48 38
Mortgages* 1.8% $120,417 $1,370 $232,093 58 38 35HELOC 1.1% $30,450 $247 $15,414 48 53 46Equity Loan 0.8% $30,898 $282 $9,006 36 41 41
Autos 22.8% $12,259 $243 $214,495 54 51 60Direct Auto 20.9% $11,754 $241 $194,426 57 53 60Indirect Auto 3.1% $14,764 $262 $27,923 45 61 58
Credit Cards 20.7% $2,460 $49 $45,105 47 56 49Classic Card 8.8% $960 $0 ($2,995) 41 42 45Gold Card 3.8% $2,418 $210 $16,586 40 43 48Platinum Card 14.7% $3,227 $92 $45,185 59 50 46
Consumer Loans 7.7% $5,698 $14 ($12,631) 45 41 45Unsecured LOC 7.6% $2,419 ($4) ($9,147) 48 64 60Deposit DetailChecking 60.1% $1,441 $82 $200,981 47 41 71Savings 98.1% $1,339 ($76) ($285,748) 46 39 55Money Market 5.2% $16,530 ($132) ($19,658) 51 40 44
Traditional MMA 5.2% $12,492 ($109) ($14,363) 59 44 47Tiered MMA 4.0% $22,116 ($127) ($18,704) 45 48 42High-Rate MMA 0.6% $61,975 ($236) ($2,205) 42 48 37
Certificates of Deposit 3.2% $13,662 ($157) ($15,657) 39 46 51IRA 2.1% $6,512 ($82) ($5,334) 51 43 54Total 61*Penetration and Profit include Held and Sold Mortgages. Balance is Held Mortgage only.
Southeast
$349,576
Southeast Region - Retail HouseholdsPRODUCT DETAIL FOR CREDIT DRIVEN HOUSEHOLDS
Percent of Households: 7.8%
Percent of Profit: 13.1%
Percent of Loan Balances: 7.2%
Percent of Deposit Balances: 2.4%
©2013 Fiserv, Inc. or its affiliates www.raddon.com / 800.827.3500
Macro Level Targeting: Loyalty Borrowers $1000+
Bill Pay
Direct Deposit
2+ Services*
Loans
*Excluding Savings <$100
©2013 Fiserv, Inc. or its affiliates www.raddon.com / 800.827.3500
Macro Level Targeting: Loyalty $5000+ Deposits
Direct Deposit
1 Deposit Product*
Checking
Deposits
*excluding Savings/Checking
©2013 Fiserv, Inc. or its affiliates www.raddon.com / 800.827.3500
Example: Top Auto Loan Prospects
• Target using both Potential (Age/Inc.) and Loyalty ($Bals.) • Run April & August when you’re NOT running any other auto campaign.
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Micro Targets • Onboard and Activate • Retain Active Households • React to exiting households
©2013 Fiserv, Inc. or its affiliates www.raddon.com / 800.827.3500
Newton’s 1st Law of Motion Law of Inertia
An Object at Rest will Stay at Rest An Object in Motion will Stay in Motion
Onboard and Activate
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Activate Checking HHs at rest • Average # of Transactions per Checking is 38 and growing. • Any fewer than 20 Transactions, its likely a secondary checking
©2013 Fiserv, Inc. or its affiliates www.raddon.com / 800.827.3500
Example: Checking Activation
Find HHs Averaging fewer than 20 Checking Transactions/mo.
©2013 Fiserv, Inc. or its affiliates www.raddon.com / 800.827.3500
POS / Debit User1
Percent of All HouseholdsDelivery Channel TransactionsTeller
ATMPOS / DebitACH / EFTOnline BankingAVRU
Checks WrittenNSF / Overdraft
Total TransactionsProfileAverage Checking BalanceChecking CostsChecking Fee Income
Loan BalanceDeposit BalanceAverage AgeServices per Household
Loan ProfitChecking ProfitDeposit Profit
Total Household Profit1Shading represents the greatest value in that row.
($248) ($58) $36 $197($254) ($143) ($68) $26($32) ($10) $38 $142$6 $85 $104 $1703.07 2.98 3.02 3.4251.7 49.0 46.1 42.8
$22,904 $17,537 $13,015 $10,364$10,285 $10,176 $11,569 $17,930
$73 $130 $245 $473$140 $177 $233 $360
$2,494 $2,750 $3,053 $2,338
8.4 16.3 38.5 83.10.0 0.2 0.4 0.74.1 4.6 6.9 9.10.1 0.1 0.2 0.30.3 0.5 1.0 2.32.6 4.8 8.4 12.8-- 3.7 17.5 50.70.4 1.2 2.5 4.90.9 1.2 1.8 2.4
27% 23% 21% 29%
POS / DEBIT USER - PROFILE BY NUMBER OF TRANSACTIONS
Nat ional A verageMonthly POS / Debit Transactions
None 1 to 10 11 to 25 Greater Than 25
Activate Debit Cards at rest
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Example: Debit Activation
Find HHs averaging fewer than 1 monthly Debit Transaction
©2013 Fiserv, Inc. or its affiliates www.raddon.com / 800.827.3500
Profitability Factors Ratio Percent ile Ratio Percent ile Ratio Percent ilePercent of HHs 4.6% 54 12.2% 45 83.2% 55Services per HH 1.31 50 3.24 42 1.85 46Percent Single Service 75% 50 12% 40 53% 45
Percent With Loans 33% 49 67% 50 42% 46Average Loan Balance $18,954 48 $21,699 36 $15,851 45Loan Margins 5.82% 65 4.93% 67 4.82% 66Real Estate Loan Mix 17% 40 42% 35 46% 42
Percent With Deposits 98% 48 100% 70 99% 47Average Deposit Balance $4,678 51 $31,486 40 $7,652 34Deposit Margin 0.20% 44 0.05% 47 0.43% 47Core Money Mix 57% 49 39% 47 69% 51
Loan Interest Income $349 54 $713 43 $317 48Deposit Interest Income $3 44 $16 46 $33 42Fee Income $151 70 $335 66 $195 73Operating Expense $285 48 $789 58 $397 52Loan Loss $95 45 $228 45 $117 45Efficiency Ratio 61.8% 57 76.0% 53 73.8% 61
Average HH Profit $123 56 $48 49 $32 52Loan Profit $164 53 $219 40 $74 39Deposit Profit ($41) 64 ($171) 62 ($42) 68
Return on Balance 0.85% 56 0.06% 46 0.22% 55
Other HouseholdsCross-Sold HouseholdsNew Households
NEW & CROSS-SOLD HOUSEHOLDS PROFILE
Onboard New Households
• 75% of New Households are Single Service
• 50% of Household Services will be sold in the first year
• 52% of New Retail HHs have a Checking
©2013 Fiserv, Inc. or its affiliates www.raddon.com / 800.827.3500
Example: Identify Lead Products
Dec-09 Jun-10 Dec-10 Percentile Peer GroupRegion
AverageNational Average
High Performers
4.7% 4.5% 4.1% 56 4.0% 4.1% 3.8% 4.5%Deposit accounts opened by new Retail Households (4.1% of Retail HHs in Dec-10): Consumer Checking 50.7% 49.8% 51.9% 51 54.9% 51.9% 51.6% 59.9% Savings 95.0% 97.2% 96.3% 52 94.8% 96.3% 96.3% 95.5%
Tiered MMDA 1.9% 2.5% 2.6% 53 2.8% 2.6% 2.5% 3.0% Traditional MMDA 2.4% 2.4% 2.6% 64 1.6% 2.6% 1.9% 3.1% High Rate MMDA 1.1% 1.1% 0.9% 43 1.7% 0.9% 1.4% 1.4% CDs (new/renewed) 4.6% 4.1% 3.5% 44 5.3% 3.5% 4.3% 4.9%Loan accounts opened by new Retail Households (4.1% of Retail HHs in Dec-10): Direct Auto Loans 11.1% 11.1% 13.2% 58 11.2% 13.2% 11.5% 11.5% Indirect Auto Loans 0.5% 0.4% 0.5% 45 0.4% 0.5% 0.5% 0.5% Consumer Loans 4.8% 4.4% 5.0% 49 4.1% 5.0% 5.6% 5.2% Equity Lines 0.7% 0.9% 0.8% 43 1.3% 0.8% 1.0% 0.7% Equity Loans 1.1% 0.7% 0.8% 35 0.9% 0.8% 0.9% 1.0% Held Mortgage 0.9% 0.9% 0.7% 40 1.2% 0.7% 1.3% 1.7% Sold Mortgage 0.3% 0.4% 0.4% 29 2.6% 0.4% 2.0% 1.8% Classic Credit Cards 1.7% 2.1% 2.0% 37 1.9% 2.0% 3.5% 3.7% Gold Credit Cards 1.3% 1.4% 1.3% 50 1.3% 1.3% 2.1% 2.6%
Platinum Credit Cards 3.7% 4.7% 4.8% 60 3.5% 4.8% 3.9% 3.6% Unsecured Lines 2.3% 2.2% 2.1% 47 3.9% 2.1% 3.4% 6.0%
IN NEW RETAIL HOUSEHOLDSWHAT TYPE OF ACCOUNTS WERE OPENED
New Household Ratio
Southeast -- Retail HHs Comparisons - Dec-10
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Newton’s 2nd Law of Motion Law of Force
The Rate of Momentum is Directly Proportionate to the Force Acting on it.
Retain Active Households
©2013 Fiserv, Inc. or its affiliates www.raddon.com / 800.827.3500
Intend to Have at Pot./ New New Conv. Conv. New Conv. Pot./ TargetingAge Deposits Loans # HHs Open Other Loyalty HHs Balances1 HHs Balances1 Bal. Bal. Loyalty Efficiency
18-44 Sav. Only -- 4,981 20% 26% 10% 1,009 $17,150 1,285 $21,833 142 127 79 10545+ Sav. Only -- 12,016 16% 25% 6% 1,978 $34,546 2,956 $51,635 118 125 44 76
18-44 Low $0 13,186 13% 26% 13% 1,778 $27,175 3,396 $51,899 85 114 104 9745+ Low $0 12,442 20% 21% 5% 2,481 $38,842 2,631 $41,182 128 96 36 73
18-44 Low Low 2,490 18% 34% 12% 454 $1,408 846 $2,622 23 31 92 6345+ Low Low 3,692 13% 16% 9% 465 $6,224 590 $7,900 69 62 74 72
18-44 Low High 6,593 14% 30% 27% 944 $17,136 1,955 $35,482 107 157 216 17345+ Low High 9,423 19% 24% 18% 1,755 $30,693 2,261 $39,535 134 122 146 140
All High $0 12,586 7% 15% 11% 928 $16,569 1,839 $32,834 54 76 85 73All High Low 2,905 18% 14% 10% 533 $1,774 418 $1,389 25 14 78 55All High High 5,269 19% 9% 17% 1,013 $16,519 486 $7,915 129 44 137 129
Consumer Segment EstimatesFee Driven 12,182 14% 13% 0% 1,705 $24,119 1,584 $22,875 81 55 0 33
Credit Driven 8,798 11% 44% 28% 968 $14,641 3,871 $59,771 68 198 215 160
Middle Market 21,037 28% 33% 17% 5,890 $87,509 6,942 $105,289 171 146 131 147
Low Income Depositor 18,414 9% 10% 0% 1,657 $21,978 1,841 $24,927 49 39 0 20
Middle Income Depositor 16,480 16% 17% 16% 2,637 $35,265 2,802 $38,253 88 68 123 107
Upscale 8,672 18% 31% 17% 1,561 $24,525 2,688 $43,111 116 145 131 126
Total 85,583 16% 22% 13% 13,338 $208,036 18,663 $294,226 100 100 100 1001 Balances shown in $000s. Bold text indicates the highest figure or index for each segmentation scheme.
Weighting 37% 5% 58% 100%
AUTO / TRUCK LOAN TARGETING MATRIX
Sales Potent ial IndicesResearch Data Projected Potent ialSegment Descr ipt ion
ABC Credit Union
Target on Survey Data
©2013 Fiserv, Inc. or its affiliates www.raddon.com / 800.827.3500
Example: Auto Retention
Target Households at their 2,3,and 4 year Auto Loan Anniversary
©2013 Fiserv, Inc. or its affiliates www.raddon.com / 800.827.3500
Newton’s 3rd Law of Motion
Action / Reaction For Every Action there is an Equal
and Opposite Reaction
Be Reactive
©2013 Fiserv, Inc. or its affiliates www.raddon.com / 800.827.3500 CEO Strategies Book Pages: 10
How Well Are You Retaining Households?CEO Average - All Households - December 2012
810
2,843
0 500 1,000 1,500 2,000 2,500 3,000
Net Change in HHs
Gross New HHs
2,286
96.0% 96.0% 96.3%
70.0%
75.0%
80.0%
85.0%
90.0%
95.0%
100.0%
CEO Average CEO Average High Performers
Household Retention
Percentile 51
Lost Households:
How strong is your household retention? Low retention rates will hinder overall growth.
31
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Retention Example: Checking Will Close
Find INDs in the Prior period with EFT or Bill Pay and today they are not using that channel
“P_” Indicates a defined prior period.
©2013 Fiserv, Inc. or its affiliates www.raddon.com / 800.827.3500
Retention Example: Loans Closing
Find INDs that decreased total loans by at least $5000 and 1/3 the balance in the past quarter.
“P_” Indicates a defined prior period.
©2013 Fiserv, Inc. or its affiliates www.raddon.com / 800.827.3500
Example: Moved Households
Find HHs that moved, but are still convenient
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ROI Measurement
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3 Key Metrics • Balance (Basis Point Acquisition) • Profit (ROI) • Share of Wallet (% of your Potential)
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Raddon’s Profit Calculation Example for an MMA Account:
©2013 Fiserv, Inc. or its affiliates www.raddon.com / 800.827.3500
Marketing ROI = Revenue – Campaign Expense Campaign Expense
Marginal ROI = (Revenue – Variable Costs) – Campaign Expense Campaign Expense
Fully Allocated ROI = Profit – Campaign Expense
Campaign Expense
Account Acquisition Cost = Campaign Expense
(Number of Direct + Number. of Indirect Accounts/Units)
Basis Point Acquisition Cost=Total Balance Of Direct New Accounts -and- Total Balance of Indirect New Accounts Total Expense For Campaign Total Expense For Campaign Profit= NI Income + Net Int Margin – Loan Loss - fixed expenses - variable expenses
Revenue= (Interest Income + Fee Income) – (Loan Loss + A/L Adjustment)
Profit Calculations
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48
Balance Drives Profit
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26
Measure Checking HH Relationships
©2013 Fiserv, Inc. or its affiliates www.raddon.com / 800.827.3500 CEO Strategies Book Pages: 364, 3
With Which Segments Is Your Total Share of Wallet Strongest?CEO Average - Retail Households - December 2012
Traditionalists
Baby Boomers 50
Gen X 49
Gen Y 50
Credit Driven
49All Retail HHs
50
Fee Driven 50
Percentile
Percentile
50
50
50
49
50
All Retail HHs 49
Upscale
Low Income Depositor
Mid Income Depositor
Middle Market
27.0%
17.8%
23.6%
30.3%
43.8%
0.0%5.0%
10.0%15.0%20.0%25.0%30.0%35.0%40.0%45.0%50.0%
All Retail HHs Gen Y Gen X Baby Boomers Trad.
Generational Segments - Total Share of Wallet
27.0%24.3%
15.7%
25.0%
45.6%
30.8%
22.8%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
45.0%
50.0%
All RetailHHs
Fee Driven CreditDriven
MiddleMarket
Low Inc.Depositor
Mid Inc.Depositor
Upscale
Consumer Segments - Total Share of Wallet
55 Measure Share of Wallet
SOW:
Your Own Total
_______
100% of Potential
©2013 Fiserv, Inc. or its affiliates www.raddon.com / 800.827.3500
CEO Strategies Book Pages: 381
How Much of the Deposit and Checking Relationship Do You Control?CEO Average - Retail Households - December 2012
29.1% 29.9% 29.3% 29.3%
34.9%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
Dec-11 Jun-12 Dec-12 CEO Average High Performers
Deposit Share of Wallet
Percentil 50 52 49
52.2% 54.3% 53.7% 53.7%
62.9%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
Dec-11 Jun-12 Dec-12 CEO Average High Performers
Checking Share of Wallet
Percentile 51 52 50
While many institutions are not in need of deposits, the deposit share of wallet still speaks to the depth of relationship with members.
Notice the higher deposit and checking share of wallet for the High Performers. This demonstrates a comprehensive approach to relationship development.
28 Measure Share of Wallet
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Contact Information
Thank You
► Need ideas, recommendations or solutions to improve marketing results? Contact RFG for our unique blend of industry expertise, strategic analyses, objective intelligence and MCIF solutions.
► www.raddon.com
► www.theraddonreport.com
Kevin Stang Area Vice President Office: 800.827.3500 ext 6541 kstang@raddon.com Raddon Financial Group 701 East 22nd Street, Suite 400 Lombard, IL 60148
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