Online members turned to the internet for a wide variety of information
needs regarding their most recent auto purchase/refinance, according
to the latest study by Callahan's Survey Consortium. The survey,
based on more than 18,000 online members who had purchased/refinanced
a vehicle in the past year, revealed that the majority researched
their purchase or financing at either their credit union Website
or other Websites.
Credit union members went to their credit union Website for interest
rate information, calculators, loan pre-approvals, and pricing information.
They went to other sites for pricing information, automotive classified
listings, and consumer safety information. About one-tenth looked
for insurance quotes at other sites.
This data clearly shows that credit union members expect to find
online information regarding their credit union's interest rates,
financing options, along with calculators and payment tools. But
credit unions that provide a wider range of automotive-related information
will go farther in meeting their member needs and will be better
able to position themselves as their member's primary financial
resource. It also presents them with an opportunity to first educate
members regarding manufacturer incentives and financing options
before they go to the dealer.
Online members also provided feedback on any other information
that their credit union could offer on their site to enhance the
member's auto purchase/financing or loan refinancing research. Member
comments clearly show that members not only want a variety of online
resources, but they feel it's their credit union's responsibility
to provide it.
''I like the idea of links to important auto-buying Websites,
or my credit union actually providing this information.''
''Maybe create a separate section for car purchases. Include
the (credit union name)'s own listings and possibly listings from
other resources. Make it a one- stop- shop for car shopping.''