When $1.3 billion asset Arizona Federal Credit Union in Phoenix wanted to deliver personalized member services and improve its in-branch efficiency, it selected a software-as-a-service (SaaS) solution for appointment-driven personalization.
The TimeTrade Customer Engagement Cloud consists of three modules—online appointment scheduling, queue management capabilities, and analytics.
Its “banking by appointment” features will enable Arizona Federal members to book in-branch, online, and phone appointments or join the queue though multiple channels.
The analytics and reporting module provides information about Net Promoter Score, the performance of marketing campaigns, staff performance efficiency, and more.
Eric Givens, Arizona Federal’s senior director of digital banking, explains how members are using the tool and how the credit union benefits as a result, and offers other advice on succeeding in the mobile banking realm.
CU Magazine: What types of appointments do members set up through this tool?
Givens: The most common appointment types are for opening of new accounts and new loans.
We offer card instant issuance, so this is also a common appointment type and, surprisingly, followed by Notary appointments.
On average, we have about 9,300 members per month logged into the TimeTrade system.
CU Magazine: How have you benefitted as a result?
Givens: Right off the bat, the biggest benefit is the reporting we receive.
We now have an easy way to identify the most common reasons a member visits the branch, and can take that information to make more informed business decisions.
Also, our members seem happy with the option to schedule appointments ahead of time, and knowing about how long the appointment will take so they can plan accordingly.
CU Magazine: How has this tool helped you deepen relationships with members?
Givens: It allows our members to choose the time and place they would like to visit the branch, and also allows us to have proper availability to accompany our members’ needs.
This makes it much easier to have quality conversations with our members because we know exactly why they are visiting our branch and what they want to talk about.
CU Magazine: What other mobile banking features does your CU offer?
Givens: We want our members’ mobile banking experience to be enjoyable and easy.
To start, we allow our members to choose their preferred method of logging in to their account through both Fingerprint and Eyeprint biometrics.
In addition to checking their balances and managing bill pay, members can pay friends or family through our P2P service, deposit a check, apply for a loan, and activate purchase rewards.
CU Magazine: What advice would you offer other CUs about succeeding in mobile banking?
Givens: Besides actually adopting a mobile strategy, one of the most important things is getting your own employees interested and excited about mobile banking.
Making sure your employees are familiar with your mobile app features and have engaging conversations with members is very impactful when it comes to adoption.
Also, make sure you’re constantly scanning to ensure you have tools in the app that your members would expect you to have.
Bill Merrick is deputy editor of Credit Union Magazine. Follow him on Twitter via @CUMagazine.