Branching Out

The CU Service Network (CUSN), which now consists of the credit union service organizations Aux and InNetwork, provides outsourced services for credit unions around the U.S. The organization’s clients span multiple states and both rural and urban communities of all sizes. This diverse network presented a challenge: How could it effectively relay the benefits of its services to such a broad range of credit unions? CUSN needed to determine where to focus its messaging efforts and how to best serve all its credit union clients. It hired Refactored to help.

Fruitful Analysis

To delivery valuable market insight and strategy frameworks, we began by evaluating customer perceptions. Refactored also performed internal validation involving believability of services, potential perception issues, and a focus on determining which issues mattered the most to customers. Refactored helped CUSN structure an interview pool that provided a mix of large and small, as well as rural and urban, credit unions. We also included cross-sections based on employee title, gender, and generation. We interviewed dozens of customers and stakeholders while aiming to remain cognizant of differences among target audiences. These efforts helped CUSN obtain balanced feedback.

Laying the Foundation

After conducting nearly 30 interviews, Refactored delivered a full market-discovery framework for future branding, marketing, and website efforts. A study of multiple buying personas helped CUSN evaluate a renaming strategy and service repositioning as the company evolved the brand. Along with these findings, we provided a comprehensive analysis of the cultures, priorities, desires, challenges, and asset sizes of various credit unions that CUSN served.

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