OAKBROOK, Ill. – In a bid to bolster their functionality as member-relationship management (MRM) tools, Raddon Financial Group has added the ability to track checking account activity into several of its products. The expanded capability was added to Raddon's MCIF system, named iNTEGRATOR, and its profitability analysis program (which it calls CEO Strategies Group), the financial services consumer research and analysis company says. At the same time Raddon (www.raddon.com) says it is offering a new product – Delivery Channel Activity Report – that "lets us analyze a credit union's members to identify profitability, channel and product usage," says Bob Lawhead, president and CEO of the Oakbrook, Ill.-based firm. The company says each checking account has a unique cost and income based on the member's usage of various delivery channels. Its products now can add that data to other transaction and fee-income information already collected. "This data identifies the value of various delivery channels," says Mark Riddle, a Raddon senior research analyst. "For example, the profitability of a PC-banking household is much different than households that primarily use automated voice response or even households that primarily use ATM's." A key Raddon client, $2.7 billion American Airlines FCU in Dallas, says it will use the technology to help it more accurately match costs and fees to account activity. "Analyzing account activity will give us a much better feel for which members are our most profitable, which products are the income generators and which products need to be modified," says John Tippets, AAFCU's president and CEO. Software developers' increasing success in finding ways to extract data from legacy systems has allowed companies like Raddon and others to better collate and study transaction information across channels. At Raddon, with its new products and capabilities, "we're delivering strategic activity analysis via our Delivery Channel Activity Report, and we're taking this data right to the desktop via our iNTEGRATOR MCIF," says Curt Johnson, the company's vice president of software development. -

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