The Power of Unified Member Interactions
As technology advances and new
competitors quickly emerge, the demand for seamless member experiences has
never been more pronounced. Each service interaction credit unions provide
carries immense weight, given even a minor hiccup or frustration can break trust,
prompting members to seek alternatives. Credit unions are grappling with this
critical need to optimize their service engagements to meet members’ rising
expectations while maintaining efficiencies and reducing costs.
Despite considerable efforts by organizations to enhance service interactions, many are still limited by outdated and disjointed solutions for managing various communication channels. This reliance on disparate systems hinders staff from effectively connecting with members and resolving issues, which ultimately results in inefficient, subpar experiences.
To overcome this challenge, an increasing number of credit unions are shifting towards a unified service approach to bring together all communication channels, such as phone calls, digital messaging, chatbots, video chats and SMS. This shift eliminates the hurdles of dropped calls and lost context, improving the member and representative experience.
The Challenge of Disjointed Channels
Traditional telephony platforms and CCaaS providers that were once considered sufficient now fall short in today's ‘always on’ world. Even more modern single platform approaches are not enough if the solutions are not fully integrated. Some CCaaS vendors have attempted to bolt on digital and AI-driven technologies to their platforms, yet interactions remain choppy. There is an inherent disconnect between the call center, digital interactions and the AI-powered virtual assistant because these solutions were never designed to work together.
Such challenges create friction for members and service representatives alike. When members reach out, often with high anxiety and needing quick support, they are forced to disengage their digital journey to dial a phone number, wait in a queue, authenticate and then re-explain the issue at hand. Such a cumbersome process delays resolution and erodes loyalty. At the same time, frontline staff is struggling to effectively navigate multiple screens and applications, creating frustration and draining productivity.
Embracing Unified Interaction Management
However, there is a better way forward. Credit unions are starting to look to an unified approach that empowers them to provide seamless transitions through interaction channels, including phone calls, digital messages, video chats, chatbots and SMS. By having all interaction cha...