CLICK TO WATCH : ‘ THE NEW LOGIX MOBILE APP ’ 131 sense for them . For example , if we see they ’ re shopping at a home improvement store , we might be able to offer them a home equity line of credit , because they ’ re probably working on home improvements or maybe a major remodel .” With the data landscape in constant flux and exponential expansion , both Fonseca and Chuang recognize its importance to the continued success of Logix . “ Data will be the key to winning , and if we don ’ t leverage it , that will be our downfall . This realization is really informing how we ’ re using data ,” notes Chuang .
Logix employs data gathering and analysis not only to provide its members with a sublime member experience , but also to help foster and maintain a positive internal atmosphere . “ Even though we ’ ve gone through a lot of changes , one thing that ’ s very important to us is that we preserve the culture we ’ ve cultivated over the past several years . I would say that one of the things that ’ s really noticeable about our culture to new employees is how fun it is to work here ,” says Fonseca . “ From dress-up days on Halloween to annual award ceremo-
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