How a Credit Union Improved the Call Center Experience and Generated $10M in New Loans

1st United Services CU

1st United Services Credit Union

The Company

1st United Services Credit Union (1st USCU) is dedicated to providing simpler, faster, and friendlier financial services. Founded in 1932, they have the distinction of being one of the first credit unions in California.

This not-for-profit banking organization offers 11 branches, mobile and online banking options, and free access to more than 28,000 CO-OP Network ATMs nationwide.

The Challenge: Attracting a New Member Demographic

Like many credit unions, 1st USCU was faced with the challenge of attracting new members. The vast majority of their members were in the 65+ age category, and they needed to make a strategic move that would attract a younger audience.

To accomplish this goal, 1st USCU needed to provide its members with more ways to connect with them beyond traditional phone and email. By adding a new contact channel, 1st USCU could reach a broader demographic and attract new members who wouldn’t usually take the initiative to call them.

A Multi-Channel Call-Back Solution

In 2012, 1st USCU engaged Fonolo to improve their call center experience. Fonolo’s call-back solution addressed their three most common call center complaints: long hold time, frustrating phone menus, and the need for customers to repeat information to agents.

The credit union deployed Fonolo across three channels – mobile, web, and inbound calls. Visual IVR was implemented into their mobile applications and website, giving members the power to request a call-back from a representative without picking up the phone. Fonolo Voice CallBacks were also added to their contact center, allowing callers to request a call-back from the next available agent, rather than waiting in line.

The Result: More Control Over Seasonal Call Spikes

When it came to selecting a call-back provider, Fonolo’s low cost — combined with its ease of implementation — were important factors in 1st USCU’s final decision. In fact, with Fonolo’s cloud-based software, there was no need for on-site installations at all!

Since adopting Fonolo, 1st USCU has reported better customer experience from their members and have seen increased revenues. 1st USCU booked over $10M in new loans within the first year and realized a 10% reduction in abandon rates. They also achieved a positive ROI in just 60 days.

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