By mining the data in its warehouse, DTCU was also able to learn some interesting things about its existing customers, such as the predictability of bankruptcies.
If it started to look like a problem was developing for a certain member, DTCU could offer individual counseling services in-house, refer them to an outside agency or offer alternate payment plans.
Through EZMart, DTCU has been able to run segmentation models on its customer base to see which segments should receive specific promotions.
To help it in cross-selling certificates of deposit, individual retirement accounts and other investment vehicles, DTCU is using Unica Corp.
The next phase of the program implementation will allow DTCU to offer truly customized one-to-one service to its members.
Thompson admits it all would have been out of reach for a smaller financial institution like DTCU without exceptional circumstances: The organization had agreed to be the test site for the IBM pilot program.
The DTCU had eight disparate database systems that contained core financial and statistical data on its customers.