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Over its history, Vantage Credit Union (VCU) has achieved an enviable reputation as a trustworthy institution VCU launched its CRM effort as the platform from which to achieve the people, process, and technology improvements to meet their member's current needs and, more importantly, to achieve a higher standard of service through a customer-centric approach. VCU felt that CRM will help the company differentiate itself from the competition, especially with regard to members' perceptions. In addition, management believed that the cost of not implementing CRM is too high, including lost opportunities to increase wallet-share and improve customer satisfaction ratings. With guidance from ISM, the organizations developed a CRM Vision and a common definition for CRM.

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