ABOUT THE CUSTOMER
Generations Federal Credit Union (Generations FCU) is a credit union based in Texas boasting a membership of around 50,000 members. Specializing in catering exclusively to the B2C sector, Generations FCU operates with an efficiently structured team of approximately 200 employees and encompasses 7 thriving retail branches.
CHALLENGES AND BUSINESS PAIN POINTS
MEMBER DATA
Generations FCU had multiple systems such as core, LOS, marketing, referrals, etc. Which contained member information in different formats. Hence, it was extremely difficult to holistically view a member and their household relationship to identify the best ways of engagement.
MARKETING
Generations FCU wanted to empower their marketing team to create campaigns which would positively impact their members by enabling hyper-segmentation of their members. A lack of integration between the institution’s standalone marketing tool and core banking system led to data synchronization issues, thus inhibiting the team’s ability to provide meaningful communication that impacted member experience.
MEMBER SERVICING
Generations FCU expressed desire to improve the lives of its front-line users by automating or standardizing front-end processes like recording consulta-tions, member authentication, member communication and request follow-up procedures to name a few. With these capabilities, they could empower their employees to provide a better experience to their members.
SALES
Generations FCU wanted to standardize and streamline their members application and referral process, identify next best offers for their members and create best-in-class member onboarding journeys which are in line with their situation. This was also in attempt to improve their members experience engaging with their Credit Union (CU).
SOLUTIONS
MEMBER CONSULTATION PLATFORM
Front-line reps could use a one-stop solution to perform quick actions for standardized member authentication, address their needs, navigate to external systems, auto-save the interactions in the CRM and create tasks to be executed by the back-office team. This increased the team’s productivity and reduced response times, thereby enhancing their members’ experience.
PROCESS AUTOMATION
Using Creatio’s no-code feature and Solutions Metrix’s
expertise in the CU industry, Generations FCU was able to standardize its business-critical processes in line with industry best practices. This enabled them to ensure standardization in their daily execution, thereby empower-ring them to provide a rich omnichannel experience to their members.
MEMBER-CENTRIC INTEGRATED DATA
The Member 360-degree solution, enabled by a member-centric approach and data integration, provided a holistic view of the member engagement with Generations FCU.
This allowed the marketing team to create hyper-segmentation among its members, letting them send meaningful and targeted communication to members, thus enhancing their experience. Centralized data regarding all interactions ensured that every time a member called in or visited a branch, every employee of Generations FCU was empowered to identify them and ensure that they felt valued.
CONCLUSION
Implementing Creatio’s member-centric CRM solution positioned Generations Federal Credit Union to deliver an exceptional member experience.
Solutions Metrix played a key role in ensuring the success of Generations FCU’s digital advancement project through expertise in CU consulting, user adoption, change management, and implementation best practices.
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