ABOUT THE CUSTOMER
This case study delves into the journey of a prominent player in the financial services sector with a membership exceeding 50,000. Specializing in B2C services, this credit union operates with a team of approximately 200 employees, thriving in retail branches.
At the core of this institution is an unwavering commitment to providing full-service convenience, simplifying financial lives, protecting assets, and enhancing savings for its members, all while maintaining a member-first approach.
*This client prefers to remain anonymous
CHALLENGES AND BUSINESS PAIN POINTS
Driven by a desire to improve member experiences, this credit union aims to address the following challenges:
MEMBER SERVICES
How its contact center served members was a significant challenge.
While its core banking system held transactional information, being unable to obtain a holistic view of members was a significant limitation in the institution’s ability to provide timely and quality service.
When members called with specific inquiries, the process to support them involved navigating through multiple layers, resulting in extended customer waiting times.
MARKETING
They also faced a crucial limitation within their marketing efforts.
A lack of integration between the institution’s standalone marketing tool and core banking system led to data synchronization issues, creating delays and inefficiencies in any communication efforts. This resulted in time-consuming and repetitive interactions that were necessary to retrieve information.
SOLUTIONS
- Member 360 Platform: Directly targeting the institution's contact center and retail branch challenges, Creatio’s Member 360 solution revolutionized employee experience by simplifying the retrieval of member information.
- Unified System: Employees can seamlessly manage all interactions from efficient access to crucial data, significantly reducing customer waiting times. The system’s capability to pull up historical information allows for a more personalized and tailored service.
- One-Stop Shop for Generating Tickets: Using a global access system, employees gain centralized visibility of all interactions.
- Campaigns Leveraging Real-Time Data: With marketing automation, their team accesses real-time data, allowing for tailored campaigns to be delivered to members promptly. This approach enhances segmentation efficiency and ensures campaigns are data-driven and effective.
- Real-Time Subscription Insights: They now utilize real-time subscription data to send relevant material to members.
- Updated Member Information: Agents have instant access to updated member details, such as existing and new loan applications.
- Efficiency: Centralized data streamlines operations, enabling timely emails and demonstrating attentiveness to member needs.
CONCLUSION
Implementing Creatio’s CRM solutions enhanced the credit union’s member interactions, reducing waiting times and boosting satisfaction. Simultaneously, it streamlined marketing processes, ensuring data synchronization and empowering the team for impactful campaigns. This holistic approach positioned the institution for ongoing success in delivering a member-centric experience.
Solutions Metrix played a key role in ensuring the success of this implementation through industry best practices, user adoption, and change management.