Consumer Lending: TRANSFORMED

The Financial Brand asked 300 bank and credit
union marketing executives to share with us the
biggest challenge they face in 2014...
Source: The Financial Brand - February, 2014

“Sustaining loan growth given that the
refi boom has for the most part passed.”
— Bank VP ($1 billion to $10 billion in assets)

“Keeping up. Offering all the technological
conveniences consumers demand.”
— Credit Union VP ($1 billion to $10 billion in assets)

“Access to big data to create and
measure effective online campaigns
and next best offer marketing.”
— Bank Director ($10 billion to $50 billion in assets)

“Interpreting the vast amount of data
that we have and turning it into
actionable strategies.”
— Credit Union VP ($100 to $500 million in assets)

“The move to electronic/mobile services
while maintaining excellent service in
traditional channels.
A big part of this is recognizing and
offering consumers what they really want,
and not making assumptions based on
age/economic demographics.”
— Credit Union VP ($500 million to $1 billion in assets)

Source: Bank Marketing Strategy, Retail Banking Trends and Predictions for 2014 (survey)
Drive-to-Digital
Impacting delivery, marketing and service usage
Payment Disruption
New players, technologies and innovations
Focus on Customer 3.0
Digitally astute, social and yearning for insight
Breaking Down Silos
Product and data silos begin to crumble
Simplifying Engagement
Removal of friction and steps to engage
Improving Contextual Experiences
Leveraging data for improved service
Priorities&Themesfor2014

Focused onCustomer Growth &CrossSell
The growing importance of customer-centric banking strategies is evident as 62% of survey
respondents cited mobile banking, payments and data-driven sales and marketing initiatives as
the IT-related projects they will focus on most for customer growth.
Source: KPMG

The goals are clear.
But our methods are antiquated.

Financial institutions spend billions each year
mining data for “intelligence” that they can
use in attempts to deliver a loan offer at the
opportune moment.
 Propensity modeling
 Segmentation strategy
 Predictive analytics
 Event triggers

Less than 2% of the time they succeed in
capturing the attention of an interested
consumer…
At which point they present a loan application.

“Help - my customers are
moving to mobile in droves!”
Now what?
Meanwhile…

The industry’s response?
Simplify the application.

Strip it down.
Pre-populate it.
Dress it up in a fancy outfit.
Cram it on a 4” screen.
And guess what?
It’s still a loan application.

Here’s the really absurd part…
Financial institutions have tremendous amounts of
customer data at their disposal. In most cases, they
already have all of the information necessary to make a
responsible loan approval decision.
So why do they still make
customers jump through
unnecessary hoops?

Don’t tell them what they want.
Listen.

Don’t wait for them to come to you.
Use your knowledge, your data, to
better serve their financial needs.

Stop investing in educated guesses,
and start investing in relationships.

Empowertheconsumerwith
Perpetual Loan Approval Status
• No more loan applications
• Financial Institutions benefit from
deeper customer relationships and
“Top of Wallet” advantage.
• Preemptive Lending Strategy
Their customers know where to turn
for credit when they decide to pull the
trigger on their next big purchase,
with convenient pre-approved access
to highly-personalized offers at every
touchpoint.

Consumer Lending Strategies
SIT AND WAIT
o Initiated by customer (fundamental flaw)
o Application required
ASK FOR THE BUSINESS
o Promotions (seasonal or need driven)
o Targeted pre-approvals & pre-qualifications
o New account cross-sell (application required)
EMPOWER THE CONSUMER
o Comprehensive Pre-screened Lending (CPL)
o NO Applications
o Perpetual loan approval status
o Multi-product
o Omni-channel
o Customer-centric
o Online applications
o Instant approval
o Many providers
o Little differentiation
o Little/no competitive advantage
o “Spray & Pray” marketing initiatives
o Advertising & promotions
o Teaser rates & incentives
o Segmentation & targeting strategies
o “Instant” applications w/ cross sell
o Constant/consistent messaging
o All touchpoints
o All direct channels
o Instantly actionable response
REACTIVE
PROACTIVE
PREEMPTIVE

Comprehensive Pre-screened Lending (CPL)
CPL Strategy: Utilizing advanced customer relationship profiling and risk-based pricing criteria to pre-approve individuals for a personalized
array of loan/credit products, then managing simultaneous communication and acceptance of the multi-product offers at all key customer
touchpoints ― online and mobile banking, direct mail, email, in-branch and at the call center.
CPL can be thought of as a personalized, pre-approved rate sheet, granting consumers perpetual insight into their personal credit worthiness
and buying power. Pre-approved funds are just a click or a tap away. Anytime, anywhere. No loan application necessary!
Preemptive Lending: Over time, customers become conditioned to know that they have credit conveniently available when they need it,
positioning the FI as their customer’s primary lending resource.

Doesit Work?YouBet!
Award Winning pilot program at a $2 billion FI achieved more loan volume in its first year
than traditional methods had yielded in the previous four years combined.
Response rates more than doubled, and acquisition costs were
cut by nearly 80%.

OnlineBankingSSOInterface
1-ClickAccesstoPre-ApprovedLoanOffersInsideOnlineBanking

Significant Revenue fromMobile? Absolutely!
MobileOfferAcceptance:Easyas…

ONE-STOP DIRECT MAIL & EMAIL
FULFILLMENT SERVICES
PROVIDED BY PSB INTEGRATED MARKETING
 Data Processing
 Collateral Design
 On-Premise Digital & Offset Presses
 On-Premise Mailhouse

CrossSellInterface
TheUltimateSalesTool
 Simple
 Powerful
 Effective

L E A R N M O R E A T
C U N E X U S . C O M
W i n n e r o f t h e D E M O v a t i o n C h a l l e n g e
J o i n u s f o r a l i v e d e m o a t
M a r c h 3 - 4 , 2 0 1 4 • S e a t t l e

Consumer Lending: TRANSFORMED

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