Lake Michigan Credit Union (LMCU) - Microsoft Dynamics CRM

Putting the Member First and Winning Long-term Trust

Lake Michigan Credit Union (LMCU) maintains a close trust relationship with its members by treating them as individuals and offering them relevant products and services. Hitachi Solutions and Dynamics CRM help LMCU do this by providing a complete view of each customer along with cross-sell and up-sell offers that are based on customer needs.

With Hitachi Solutions, LMCU Group is able to:

  • Increase customer trust by helping make sure that the product they are cross-selling to the customer is the right product for them.
  • Make staff feel comfortable in using the system, utilizing the “Train the trainer” approach.
  • Increase referrals across business units, and better follow-up with those referrals.
  • Track leads and referrals to better
    understand which products are most profitable and which offers are having the best results.


It’s Microsoft. Our people use Microsoft every day. It’s very intuitive. You know what you need to do because it’s familiar. With Hitachi and Microsoft Dynamics CRM, we didn’t have to change our practices to fit the system, they built the system to meet our needs.
- Staci Wade, VP of Applications Support, Lake Michigan Credit Union