Filene Fill-In Ep. 81: Beyond Demographics--The Power of Filene’s Member Segmentation Model

Filene Research Institute

You know their names, ages, incomes and balances…but does that tell you who your members are? Does it tell you their motivations? How about actionable insights for helping meet their needs in the way that works best for them? It's no surprise that people with similar demographics can exhibit vastly different consumer behaviors... But a couple of strategy and marketing leaders in today’s episode believe Filene’s new segmentation model could be revolutionary for credit unions. In this episode, Filene’s Taylor Nelms guides a conversation with the credit union early adopters of Filene’s Member Voice segmentation tool. We’ll hear from Tricia Beeker, Vice President of Marketing and Lisa Warlick, Manager of Marketing Analytics at Truliant Federal Credit Union, as well as Ryan Zilker, Chief Strategy and Marketing Officer at Sound Credit Union. They'll share candid insights from their journey with Member Voice, revealing how it's shaping their strategies and integrating with their operations. A key takeaway they've shared is the realization that readiness isn't a prerequisite for starting with Member Voice. Instead, it's a tool that prepares them for the future, sparking ideas and opportunities they couldn't have anticipated. You’ll also soon hear how the power of collaboration is helping them as they go through this segmentation work together -- each with their own unique set of goals, strategies and outcomes for it. They’ve only got one question for you – why wouldn’t you want this information at your fingertips?! Stay tuned as we dive into their experiences and learnings, right here on The Filene Fill-In.