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Education Credit Union

Education Credit Union knows you can’t stay in business for 85 years without really knowing your members. So they found an innovative way to dial in to their members’ behavior—and uncovered a competitive edge they didn’t realize they had.
“What I like best about the NCR Digital Banking solution is the thought process that they’ve put into creating their products, that security is a top priority for them and that they devote the resources needed to produce a product that our members will use.”

– Claudia Burkett, Executive Vice President, Education Credit Union
What they needed

To know & serve their members better

Education Credit Union’s members already love their NCR Digital Banking solution — their members say they’ve been thrilled with the features available to them. Then the Amarillo, Texas-based credit union leaders got curious: what products and services get the most use? Which member segments used them? Were there other opportunities for growth and cross-selling? If so, where?

What we delivered

NCR Profitability Analysis for Digital Banking

Free for all NCR Digital Banking customers, Profitability Analysis examines the behavior of online and offline users. It evaluates customer data and reports on retention rates, account ownership, channel touchpoints and other key metrics to help financial institutions understand their customers better and identify cross-sell opportunities.

What happened next?

Plenty of insights—and an unnoticed competitive edge

Education Credit Union gained valuable insights through its use of Profitability Analysis. For example, it found:

  • Digital banking users are two-thirds more likely to have a loan vs. offline users 
  • Online adoption increased by over 25% 
  • Overall membership saw a 5% increase
  • Their digital banking penetration of 74% is nearly 12 points higher than their peers

Talk about a Texas-sized competitive edge!

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