carpe diem: living in a post-durbin world (credit union conference session presentation slides)
DESCRIPTION
In the last year, the world has changed for credit unions. New legislation has been enacted and consumer activism has progressed. What does the next generation of business look like as a result? In this presentation, you will learn the answer to that question, as well as how to use your credit union's brand assets to create growth, and opportunities that exist in the payment market space. For more info: www.nafcu.org/vantivTRANSCRIPT
Carpe DiemRoyal Cole
Financial Institution Services President
Living in a Post-Durbin World
• Overview of Credit Unions in Current Financial Environment
• Steps to Success
• Opportunities for Growth Post-Durbin
• Emerging Marketplace
• Implications for Credit Unions
• Conclusions
Flow of Today’s Discussion
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Overview
Improving Signs Will Accelerate Credit Unions’ Growth Opportunities
Consumer sentiment is up
Unemployment is moving downward (although slowly)
Consumers report higher satisfaction level with Credit Unions
Once-in-a-lifetime growth opportunity for Credit Unions
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Consumer Confidence Index(The Conference Board)
6%
8%
10%
12%
14%
16%
18%Total Unemployed & Underemployed Rate
Unemployment Underemployment
29%
30%
31%
32%
33%
34%
35%
36%
37%
38%
39%
2,300
2,350
2,400
2,450
2,500
2,550
2,600
% R
evol
ving
Deb
t
Tota
l Deb
t (bi
llion
s)
Total Debt vs. % Revolving Debt
Total Debt % Revolving Debt
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Overview
6
Overview
According to J.D. Power and Associates, 9.6% of customers switched their primary banking relationship during the past year.
The main reasons…
Fees and Poor Service
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Overview
Overview
Gen Y:• In their 20’s and early 30’s• Familiar with new media and technology• Hyper-networked: rely on each other’s opinions• Credit Union satisfaction index at 83%
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Gen Y Satisfaction with Service: 2011 vs. 2010
Traditional Credit Union high member satisfaction level represents a leverage point in this environment
Large Banks experiencing negative press and organized consumer backlash post-Durbin
Momentum from Bank Transfer Day
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OverviewOpportunity to Grow Mind - and Market - Share
Negative Press Can Take Different Forms
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Unintended Consequences Post- Durbin
Bob Marquette - Members 1st FCU, Mechanicsburg, PA
“Even though we are not at $10B in Assets (YET), the Durbin Amendment has impacted us in several ways. We are projecting an annual reduction of more than $500,000 in interchange income (mainly from card organization interchange modifications and merchant routing). And we were forced to add an unaffiliated secondary network.”
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Durbin Amendment Major Provisions
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SOURCE: Dodd-Frank Wall Street Reform and Consumer Protection Act of 2010; McKinsey analysis
Durbin Amendment
Prepaid economics
▪ Prepaid cards are exempt from debit interchange regulation unless
▪ Issuers can charge cardholders overdraft fees or a fee for the first in-network ATM withdrawal per month
Network exclusivity
▪ Debit card issuers must issue cards that allow authorization via more than one network operator
▪ Network agreements cannot restrict merchant’s routing of debit authorizations
▪ Merchants can discount based on method of payment; prohibits discrimination by network or issuer
▪ Merchants may set a $10 minimum for credit card purchases; prohibits discrimination by network or issuer
Merchant steering
Debit inter-change rate
▪ Fed to set debit interchange for issuers with $10B+ in assets
▪ Takes effect 12 months from enactment
Impact of Durbin Amendment• The amendment is supposed to provide consumers with greater
benefits and lower costs, but we have yet to see that happen• Most banks have eliminated or reduced debit card rewards
programs.• Looking at new account fees to offset lost debit card revenues.
• According to a recent Ipsos Public Affairs survey, just 7% of respondents believe most retailers are passing their savings on to consumers.
• Total loss of revenue is estimated at $8B; for small ticket items the merchant is actually disadvantaged due to flat rate pricing.• In the 4th quarter of 2011 interchange revenue fell by 26% to
$6.2B• The amendment also requires two unaffiliated payment
networks for each debit card (for pin and signature).
Credit Union
Strengths
Member Satisfaction
Low Fees
Mobile Apps
Appealing to Young People
Overview
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Play to Win
Overview• The landscape is shifting, particularly with
younger consumersCore ConsumersEmerging Consumers
• Credit unions have built a solid platform of strategic assets for growth
Phenomenal brand equityReal performance, not just empty words
• What got you here won’t get you there
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Steps to Success
Steps to Success
Know the Competitive Environment
Incent the Right Behaviors
Segment Your Customers; Turning Data Into Action
Understand Your Portfolio
Drive MarketShare Growth
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Understand Your Portfolio
Develop Card Groups• Any available
demographic or performance information:
Last activityHigh/Low usersTransaction type Account type - Card or Checking Branch locations VIP And many more….
• TAKE ACTION!
Develop Card Groups• Any available
demographic or performance information:
Last activityHigh/Low usersTransaction type Account type - Card or Checking Branch locations VIP And many more….
• TAKE ACTION!
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TAKE ACTION!
Segment Your Customers
Benchmark Performance• Control Group• Prior to Campaign• During Campaign• Post Campaign
Benchmark Performance• Control Group• Prior to Campaign• During Campaign• Post Campaign
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Turning Data into Action
“There has been a shift in the nature of added value - it’s now leaning toward analytics and data visualization, and the ability to turn data into action.”
—From Enterprise Data Management Trade Association
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Turning Data into Action
Have a 360º lens into your portfolio
Incent desired behaviors
Identify member behaviors you want to modify
Incorporate external AND internal data
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Analyze Your Portfolio (Credit, Debit and Prepaid):
Deep Dive Into Portfolio
Identify Potentially Profitable Members
Test and Learn
Incent the Right
Behaviors
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Incenting the Right BehaviorsUnderstand Which Members / Relationships Have the Highest Potential:
Gaining Market Share
Unauthorized Charges (86%),
Unexpected Fees (84%),
Being Charged by Store for Payment Method (80%),
Being Declined (77%)
From the Vantiv/Mercator Insight Series Research, February 2012
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OpportunityConsumer Worst Fears:
Opportunities for Growth Post-Durbin
Products and
innovation
Big Bank Fees
Gen Y
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Opportunities for Growth Post-Durbin
• Market players are jockeying to take advantage of the new market environment
Too soon to pick winners and losers
• Brand assets position Credit Unions perfectly to be winners
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Opportunities for Growth Attract New Members
• Branch• Web• Direct Marketing• Call Center
• Branch• Web• Direct Marketing• Call Center
TraditionalChannelsTraditionalChannels
• Mobile• Text• Social Media• Email
• Mobile• Text• Social Media• Email
EmergingChannelsEmergingChannels
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Attract New Members
Opportunities for Growth
• Credit• Auto Loans• Small Business Services
• Credit• Auto Loans• Small Business Services
TraditionalChannelsTraditionalChannels
• Prepaid• Debit Rewards• Personal Financial Mgmt• Mobile Banking
• Prepaid• Debit Rewards• Personal Financial Mgmt• Mobile Banking
EmergingChannelsEmergingChannels
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Opportunities for Growth
“The goal is to get members in when they’re young and make sure they’re satisfied with the two most basic products—checking and savings accounts. Then, through continued education, we can be there when they’re ready for, say, a mortgage.”
—Jenn Cloud, Vantage Credit Union’s Young & Free Spokesperson
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Opportunities for Growth –Consumers and Small Business
Develop Acquisition Strategies
Be local: Leverage
institutional strength at
the grassroots
level
Learn about their
concerns and become a
trusted advisor
Develop leading edge
product offerings
Strengthen relationship; communicate
trust and reliability
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Emerging Trends
Emerging PlayersCompetition
• Prepaid Cards• Web Banking• Green Dot• On-line Banks
• Prepaid Cards• Web Banking• Green Dot• On-line Banks
Today’s ChannelsToday’s
Channels
• PayPal• Facebook• Google• Apple
• PayPal• Facebook• Google• Apple
New Entrants
New Entrants
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Implications
Implications
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Be Prepared for Change:• Look over the horizon
Anticipate changeDrive strategies to adapt and growUse analytics to focus on the future
• Evolve your member baseGrow profitable membersIdentify and attract new profitable members
• Seek new solutions for growthNew opportunities require new approachesEvolve solution mix with new partners
ImplicationsBe Prepared for Change:
Have you built mobile technologies and social media into your future growth strategies?
How about…• Prepaid• Data Rewards• Personal Financial Management• Mobile Banking
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Conclusions
Conclusions
Entice younger consumers to become members
Invest in Mobile
Remember the Steps to Success (Understand your Portfolio, Segment Your Customers, Know the CompetitiveEnvironment, and Gain Market Share)
Don’t forget Small Businesses
Don’t ignore the new product landscape and new entrants
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Carpe Diem: