Inside Marketing: 3 paths to managing member communications

Finding the right balance between IT, business user and managed service provider involvement is unique to each credit union.

As credit unions continue to work toward digital transformation and the need to provide an omnichannel member experience, many face the challenge of how to handle the complexity of producing and delivering communications through the member’s channel of choice. Business-critical communications have become increasingly complex, with members now asking to receive them not only by print or email, but also (or alternatively) via SMS text and mobile.

To stay competitive, credit unions are seeking ways to effectively manage member touchpoints across a variety of channels. However, automating the process with comprehensive customer communications management systems—software that often integrates with CRM (customer relationship management) systems—can be expensive and not completely self-managing. That means reaping the rewards and earning the return on a technology investment still requires knowledgeable and experienced personnel to operate the system effectively. For many small- to medium-sized credit unions, this is likely where the greatest challenge lies.

What is the best way to manage a CCM system and all the advantages automation brings to omnichannel member communications? There are three approaches to consider: instructional, empowered and partnered.


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