At A Glance:

Capstone Sponsor: ValleyStar Credit Union
Capstone Team Lead: SarahElizabeth Joachim
Capstone Team Members: Jeremy Neff, Alex Perez, and Estephanie Zamora
Key Problem: Analyze member demographics and provide recommendations for increasing member loyalty.
Solution: Provided key recommendations and data visualizations for ValleyStar's member loyalty initiatives based on member demographics and account data.

The Challenge

MSBA-BA graduate students Alex Perez, Estephanie Zamora, SarahElizabeth Joachim, and Jeremy Neff worked with ValleyStar Credit Union to increase member loyalty and retention. They devised a member loyalty program, with the goal of attracting new members, particularly younger generations like Gen Z and Gen Alpha, while strengthening existing member relationships. They aimed to align the program with ValleyStar’s core values of innovation and mutual success between the credit union and its members.

The Solution

The team conducted extensive data analysis using Excel, Tableau, and Power BI, and developed visualizations to analyze member demographics and account patterns. The data revealed that Baby Boomers, Millennials, and Gen X held the most accounts, while Gen Z and Gen Alpha represented significant growth potential. Based on their findings, they proposed a member loyalty program with three key recommendations: introducing teen accounts to build financial literacy and trust from an early age, offering cashback on checking accounts to encourage direct deposits, and conducting financial literacy presentations tailored to different age groups. These initiatives aim to expand ValleyStar’s member base, foster long-term relationships, and promote financial education. An economic analysis projected a 15% targeted increase in members enrolling in direct deposit and opening checking accounts, highlighting the program’s potential impact.

 

2024 ValleyStar Credit Union Team Public Presentation