Operations

Control Member Data

The future of payments is more about data than payments.

May 22, 2013
/ PRINT / ShareShare / Text Size +

CFO Wednesday

Worried about "Big Data"?

You should be more focused on your credit union's data, says Lee Wetherington, director of strategic insight for Jack Henry & Associates/ProfitStars during his general session address at the CUNA CFO Council Conference Tuesday. 
 
Here's why: The future of payments is more about data than payments. And credit unions must understand--and control--their member data. 
 
For example, transaction data, according to Wetherington, tells you: 
  • What other financial institutions members use;
  • What financial products/services they use;
  • How much they pay to use other financial services; and
  • Where they shop, how often, and how much they spend.
The end game, Wetherington maintains, is mobile marketing. The question is, who will control and monetize mobile marketing of payments data? Under the Google and Isis mobile wallet models, Google and Isis control the data. 
 
The opportunity for credit unions, Wetherington says:  More than 75% of interested consumers would prefer e-wallet services from their primary financial institution, according to a Mobile Payments Today survey.
 
Your data uniquely enables you to provide value with integrity, he says, and integrity wins the race.
 
Imagine offering members at the mobile point-of-purchase real-time data on whether the product they're considering is the best value, he explains. And then imagine showing members a snapshot of their accounts so they can decide if they can afford to or want to spend the money now. 
 
"The future is about better enabling natural behavior," Wetherington says, "and nudging against behavior that's financially harmful."
 
And the key to your role in this future is data, he says.

Post a comment to this story

heroes

What's Popular

Popular Stories

Recent Discussion

Great article! Unfortunately, most employees don’t feel valued or appreciated by their supervisors or employers. In fact, research has shown that the predominant reason team members quit their jobs is because they don’t feel valued. This is in spite of the fact that employee recognition programs have proliferated in the workplace – over 90% of all organizations in the U.S. has some form of employee recognition activities in place. But most employee recognition programs are viewed with skepticism and cynicism – because they aren’t viewed as being genuine in their communication of appreciation. Getting the “employee of the month” award, receiving a certificate of recognition, or a “Way to go, team!” email just don’t get the job done. How do you communicate authentic appreciation? We have found people have different ways that they want to be shown appreciation, and if you don’t communicate in the language of appreciation important to them, you essentially “miss the mark”. Additionally, employees need to receive recognition more than once a year at their performance review. Otherwise, they view the praise as “going through the motions”. A third component of authentic appreciation is that the communication has to be about them personally – not the department, not their group, but something they did. Finally, they have to believe that you mean what you say. How you treat them has to match the words you use. If you are not sure how your team members want to be shown appreciation, the Motivating By Appreciation Inventory (www.appreciationatwork.com/assess) will identify the language of appreciation and specific actions preferred by each employee. You then can create a group profile for your team, so everyone knows how to encourage one another. Remember, employees want to know that they are valued for what they contribute to the success of the organization. And communicating authentic appreciation in the ways they desire it can make the difference between keeping your quality team members or having a negative work environment that everyone wants to leave. Paul White, Ph.D., is the co-author of The 5 Languages of Appreciation in the Workplace with Dr. Gary Chapman.

Your Say: Who should be Credit Union Magazine's 2014 CU Hero of the Year?

View Results Poll Archive