An impact-focused credit union realizes the benefits of frictionless, omni-channel member engagement.
Auto loan, home loan, insurance and financial advisory had each been modernized on their own terms — which is what the member was feeling. The fix was one journey, not four channels.
77%
member loyalty, following the overall NPS increase
Four
service lines unified into one member-centric journey
500K+
digital users served across the platform
−7%
churn, after embedding early AI/ML into omni-channel engagement
What was breaking
Digital innovation is changing the financial industry at break-neck pace. This renowned member-owned institution was struggling to rationalize and modernize disparate services — and members were the ones absorbing it.
Auto loan, home loan, insurance and financial advisory each ran their own path, which produced member frustration wherever a journey crossed a boundary. The credit union wanted the friction gone and membership growth sustained, with a steady focus on member experience and product leadership.
Executives shifted from multi-channel — a product-centric view — to omni-channel, which is member-centric, personalized and more holistic.
What we did
Built an omni-channel strategy with the service division product leads, so the member experience is consistent across every service.
Product roles redefined around the member
Product roles were redefined to be member-experience centric where that was what the work required.
Click-and-mortar journey maps, co-defined per service
‘Click and mortar’ member journey maps were co-defined per service area, specifically to bridge the gap between the digital and physical experiences rather than treating them as separate products.
Early AI/ML embedded into omni-channel engagement
Product strategy for the digital experience serving 500K+ members embedded early AI/ML into the omni-channel engagement layer, directing a team of product leaders across product, design and operations — the combination that cut churn 7%.
What we brought
- Digital Products Director (fractional)
- Change management expertise
- Leadership coaching
- Team mentorship
- Cross-functional team direction — product, design, operations
- Early AI/ML product strategy
What stayed with people
An omni-channel strategy makes the next best offer and next best action personal to the member. Its quieter internal benefit is structural: it breaks down silos, stretching across business units and uniting product teams around one member rather than four roadmaps. That reframing outlasted the engagement.
What came of it
- Personalized, seamless and securemember experiences delivered across new and existing touch points and channels.
- Every touch pointcovered by smart identification, authentication, verification and fraud detection.
- 77% member loyaltyfollowing the overall NPS increase.
- 500K+ users, churn −7%across the digital experience, after embedding early AI/ML into omni-channel engagement.
- Plaid publication“A beginner’s guide to omni-channel” shared with the wider field.
- National forumsshowcased the broader transformation vision.