Enhancing the Member Experience by Improving Service Calls

By Cindy McGinness

McGinness Cindy (PSCU)

Delivering the best member experience is a priority for every credit union. This can be a challenge, however, given budgetary constraints and productivity considerations that can limit what is possible when it comes to making every interaction between members and their credit unions a moment of complete satisfaction. 

There are many instances when a “win-win” can be recorded for all parties. This was VyStar Credit Union’s goal when addressing service improvement for members calling the credit union with credit card account inquiries. 

Originally chartered in 1952, VyStar Credit Union was founded as a safe place for civil service and military personnel and their families from the Naval Air Station in Jacksonville, Fla., to save and borrow money. Today, with 46 full-service branches open to everyone who lives or works in more than 20 counties in Northeast Florida, VyStar Credit Union is the largest credit union headquartered in the region, serving nearly 600,000 members and holding assets totaling $7.2 billion. 

The Challenge

With a large member base, VyStar Credit Union recognized the requirement for service calls to be efficient and effective in providing exceptional member support. The credit union wanted to decrease the length of phone calls and reduce the need for follow-up communications. 

The Solution

VyStar Credit Union deployed PSCU’S QuickAssist solution to advance its member support services. QuickAssist is a web-based tool enabling access to real-time member account data via a single portal, rather than navigating to multiple screens or even different systems. QuickAssist promotes higher productivity and eliminates stress when answering member inquiries about their accounts. As a result, members get answers faster and more efficiently.

The Results

Employees at VyStar Credit Union successfully shaved off approximately 36 seconds per member interaction by utilizing QuickAssist’s single sign-on capability. In using this program, representatives are no longer required to enter their credentials or the credit card number during each call. Not only were members enjoying quicker service times, VyStar Credit Union staff praised the tool’s easy-to-use interface.

By partnering with PSCU and utilizing QuickAssist, VyStar Credit Union improved the member experience and achieved its goal of decreasing call time, while also ensuring productivity remained at a steady pace.

Cindy McGinness manages online and mobile channels, as well as digital payments, for PSCU’s consumer-facing solutions. In this role, she shapes the product vision, directs the product road map, and is responsible for the performance and expansion of PSCU’s consumer-facing digital solutions in market.

Section: Standard
Word Count: 524
Copyright Holder: CUToday.info
Copyright Year: 2018
Is Based On:
URL: https://www.cutoday.info/THE-tude/Enhancing-the-Member-Experience-by-Improving-Service-Calls