Glatt Consulting’s Tom Glatt, Jr. authored a CUinsight web article titled Is “Products Per Member” an Important Strategic Objective?. The article appears in CUinsight’s online CU Community section, and covers the downside to utilizing products-per-member as a strategic goal.
“One of the more prevalent corporate objectives in the credit union community is to elevate the number of products per member/household. The thinking goes that if a credit union defines an objective to improve that number it will result in an institutional “sales” focus, which in turn will drive greater product penetration, usage, etc. As far as big corporate objectives go, this one fails not only to inspire the sales effort but also to drive the level of desired member engagement.”
The full text of the article can be found on cuinsight.com.
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