When you’re selling something to someone online, the name of the game is ease of sale. You never want to make the transaction hard, just like you never want to make it tough for a customer or potential customer to find you. So how do you create a frictionless experience from search to final sale? The answer is to use data as your guiding light.

“We like to see what is being searched and then we prioritize and change things [on our website] so that we can make it easier for our members to find those things. Because we all know from personal experience that when you have to click, click, click to try to get to some information, by that time you’re probably saying, ‘I’ll just find it somewhere else.’”

That’s Deidre Davis, CMO of MSUFCU and on this episode of Marketing Trends, Deidre discusses how MSUFCU uses its data to continually optimize the customer experience. Plus, Deidre talks about why personalized customer experiences are a driving force for her company and the perceived challenges credit unions face as an industry, especially from a marketing perspective.

Main Takeaways:

• Click, Click, Boom!: When you’re analyzing and digesting your data, make sure you are looking at what the customers are telling you they want to see. When MSUFCU noticed that one of their most-searched items was about routing and account numbers, they made that more easily accessible for what their customers wanted.
• MythBusters: Credit Unions are often not perceived to have the same advantages that major banks possess when it comes to personalization, data collection, and customer privacy. However, this is one of the biggest myths credit unions face when educating their customers on their products and overall benefits.
• Five-Star Experience: Whether you’re selling products or services, the one thing that remains a must is the customer’s experience must remain at the top of the priority list. Make sure you are constantly evaluating your customer and member’s perspective and remain in constant communication with them.

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