Member intelligence is driving an evolution in the member experience at Wings Financial Credit Union ($5.1B, Apple Valley, MN), which has gone all-in on using data to act and serve.
“Member intelligence is a broad concept,” says Mike Lindberg, who leads the credit union’s Strategic Analytics & Member Insights team. He says Wings’ search for clarity in member intelligence and experience is focused on understanding:
- In what ways does Wings currently provide value to members?
- How do members want to see value from Wings?
- How can Wings position itself to improve value to members?
The Twin Cities credit union is gleaning insight from personal interactions — in person and digitally — and actively building its internal analytics skills while working closely with vendors advancing their own offerings in machine learning, artificial intelligence, and visualization software.
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