Some D&B love from TJ McCue

I was introduced to TJ McCue through a referral from William Azaroff. TJ is an awesome, sharp, well-connected professional, and it was my pleasure to meet him for coffee in his home area of the Olympic Peninsula outside Seattle, on the way to BarCampBankBC. TJ now writes for Dun & Bradstreet’s AllBusiness blog, and was kind enough to do a write-up about our online switch kit yesterday.

Earlier this summer, Dan Reynolds, our Switch Kit Coordinator, conducted a webinar explaining what the EverythingCU Online Switch Kit is all about, as well as our latest innovations with it. I’ve converted that webinar into a SlideShare with audio which you can view below. Running time is approximately 49 minutes (about 25 minutes of presentation, followed by about 24 minutes of Q&A). If you don’t have that kind of time, fortunately we have a text FAQ located here.

Our Online Switch Kit came about as the direct result of attending our first-ever CU conference, which was the 2002 CUES Marketing conference in Seattle. The VP of Marketing for Pinellas County FCU (now Achieva) demonstrated her paper-based switch kit to a standing-room only audience during a breakout session. We knew that we’d have a hit on our hands if we developed a way of simplifying the process of filling out a member’s name over and over again, online. So we built the product in 2003, and now have more than 170 credit unions using it.

Part of the reason TJ wrote up our case study is that he understands how much power there is in developing a targeted product to a specific niche audience. Here are my takeaways from this journey (which you can apply to your own business):

  • Decide on your niche, and get to know as much possible about it, especially the the people and happenings therein
  • Go out and meet them where they are (in this case, their conferences, but it can also be their place of work, or where they live or socialize)
  • Pay close attention to their needs and what resonates with them
  • Figure out how you can help make their own lives (or their customers’ lives, if it’s B-to-B), easier. If they don’t even know they have a problem or pain-point yet, so much the better.
  • Create the product that solves or eases this problem or pain-point.
  • When you do all of these things, word will spread amongst that community.

Thanks, TJ, for a stellar write-up of the product!

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