Member engagement is more than just a strategy—it’s the foundation for growth and loyalty, especially when powered by data analytics in banking. Capital Credit Union’s (Capital CU) success story demonstrates how leveraging Alkami’s Data & Marketing Solutions empowers financial institutions to build personalized banking experiences, deepen relationships, and unlock growth opportunities through data-driven insights.
Alkami’s Data & Marketing Solutions provide the insights financial institutions need to make informed decisions. By analyzing member behaviors and preferences, Capital CU has transformed its marketing approach, creating tailored campaigns that resonate with members. “With Alkami’s tools, we’ve been able to dive deeper into member behaviors, creating personalized journeys that enhance engagement and loyalty,” shared Steve Zich, Chief Marketing Officer of Capital CU, on Alkami’s FIsionaries™ Podcast.
One of Capital CU’s standout strategies is their commitment to meeting members where they are in their financial journey. By leveraging data analytics in banking, they gain insights into member behaviors and preferences, allowing them to identify personalized engagement opportunities.
Digital banking solutions serve as the cornerstone of Capital CU’s member engagement strategy. By encouraging members to adopt digital banking early in their journey, Capital CU sets the stage for deeper relationships. “Once you get members engaged with digital banking, whether it’s downloading the app or setting up their account, that begins the journey toward stronger loyalty and a deeper relationship,” Zich explained.
For example, when data reveals that certain members frequently spend at home improvement stores, Capital CU can tailor their outreach to address potential needs, such as home improvement loans or savings options. This engagement not only enhances convenience for members but also provides valuable data insights that inform personalized marketing campaigns, further strengthening the relationship between the institution and its members. Digital engagement becomes the gateway to deeper relationships, enabling the institution to position itself as a trusted financial partner. By meeting members with relevant solutions at the right moments, Capital CU addresses immediate needs while paving the way for sustained engagement and growth.
While transitioning to a data-driven marketing strategy can be challenging, Capital CU has found success by fostering strong partnerships between marketing, information technology (IT), and finance teams. This alignment is crucial for streamlining data analysis and ensuring that marketing efforts are both effective and aligned with organizational goals.
Steve Zich emphasized the importance of these relationships, stating, “IT and marketing, in this day and age, need to walk in lockstep, just like marketing and finance always had to in the past.” He explained that by breaking down silos between these departments, Capital CU can create a unified view of their members and deliver data-driven engagements that directly support their marketing objectives.
One reason collaboration is essential is the sheer volume of data financial institutions collect. Zich pointed out that having access to vast amounts of data can lead to what he calls “analysis paralysis.” To avoid being overwhelmed, the teams at Capital CU work together to filter and prioritize the most relevant data. “It’s about peeling back the onion to get to what we really need to know and having the right data at the right time,” he explained.
Looking ahead, Zich shared that building and maintaining strong relationships between marketing, IT, and finance teams will remain a priority for Capital CU. “If organizations want to truly leverage data effectively, they need collaboration. That’s what drives meaningful results,” he said.
This focus on alignment has allowed Capital CU to not only improve their internal processes but also position their marketing efforts to better serve their members. By working together, they’ve laid the groundwork for more personalized and impactful member experiences—showcasing how financial institutions can transform challenges into opportunities.
Capital CU’s success story serves as an inspiration for financial institutions seeking to enhance their marketing strategies. By harnessing the power of Alkami’s Data & Marketing Solutions, they’ve demonstrated how to move beyond traditional marketing methods to create data-driven, personalized banking experiences that resonate with members.
Zich summed it up perfectly: “It’s not about the size of your organization—it’s about using the tools and data you have to make an impact.”
Want to dive deeper into how data-driven insights can elevate your member engagement strategy? Listen to the full episode of the FIsionaries™ Podcast, where Steve Zich shares Capital CU’s journey toward building stronger, more personalized member relationships.
Ready to elevate your institution’s engagement? Discover how Alkami’s Data & Marketing Solutions can help you forge meaningful connections and deliver impactful results.
