Member 3.0 is highly wired. Like his fellow Canadians, he’s an early adopter of technology and a world leader in time spent online (45 hours a month, almost double the global average). He is hyper-connected, very informed and has high expectations when it comes to what he can accomplish online.
Member 3.0 is illusive when it comes to segmentation and stereotypes. He could be a ‘she’. He could be 18 or 68. He could be a millionaire or working class. He could live in British Columbia or Newfoundland, be a lawyer, a farmer or a waiter. That’s because Member 3.0 can’t be defined by a specific age, income category or geographic region. Member 3.0 is more about behaviour than demographics.
Member 3.0 is an ‘I want it now’ kind of guy who is*:
- quick to adopt and apply new technologies to meet his needs (that includes banking)
- an information junkie
- socially connected
- very open to the opinion of his social peers
- drawn to brands that make life easier online
When it comes to how your credit union can best connect with Member 3.0, Jim Marous suggests becoming a part of his digital ecosystem. He refers to this as a ‘pull as opposed to push environment, where banking develops products, services and content the customer seeks as opposed to being sold.’
A golden opportunity to become part of Member 3.0’s digital ecosystem is provided at two primary doors:
- the opening of an account online
- the request for a loan online
Come to our webinar on Wednesday, March 19th to learn more about how cumulus™ – our virtual account opening and member onboarding system – can help you tap into that opportunity and to build the brand loyalty that will attract Member 3.0 to your credit union.
Here are the webinar details:
Wednesday, March 19th
11 am MST; 1 pm EST
Who should join
Credit union leaders who are involved in operational efficiencies, member onboarding, staff training, branch operations and marketing.
How to register
sign up here
Accenture. (2013). Say Hello to Customer 3.0. Retrieved from
Marous, Jim. (2013). Is Your Bank Ready for Customer 3.0. Retrieved from jimmarous.blogspot.ca/2013/11/customer-30-how-banks-must-leverage-digital-mobile-media.html.
Canadian Internet Registration Authority. (2013). Canada Online. Retrieved from www.cira.ca/factbook/2013/canada-online.html.