Information technology (IT) isn’t a back-office function but rather a key driver in digital strategy, according to Farhan Jadavji.
As vice president of IT at Coca-Cola Federal Credit Union, Jadavji’s data and member relationship management expertise have set the stage for 7% to 11% annual revenue growth, as well as massive membership growth and web conversion rate increases.
Jadavji sees himself as a “member experience enabler” for the $208 million asset credit union in Atlanta, with IT at the forefront of a digital transformation.
“If there’s a situation where the credit union CEO needs to reinvent a piece of its business model or develop a new process to meet a new market condition, he or she should immediately be able to look to IT for the ‘Big How,’” Jadavji says. “That’s how I view my role right now—not just for our staff, but for members. When we look at the end-user experience, in terms of technology, the online experience, or even the internet of things, these all flow back to IT.”
Coca-Cola Federal initially hired Jadavji as the marketing department’s customer relationship managment admin/web designer in 2005. Through his ingenuity and wealth of fresh ideas, he went on to shape the credit union’s first internal IT department, and he continues to mold the credit union’s digital transformation.
“We need to make it easier for members to do business with us,” he says. To that end, Jadavji aims to make the credit union as agile as possible by creating “an ecosystem of integrated digital allies,” collaborative partners that share standardized digital platforms to create more cost-effective “omni-
experience solutions” without sacrificing credit union service.
“Developing strategic digital solutions based on behaviors allows us to move quicker and offer more personalized services than the traditional means of targeting demographics,” Jadavji says. “I can probably go online and get a loan through a small fintech [financial technology] company, but will they offer me the personalized service of a credit union? Probably not.”
Becoming digital allies starts with open discussions between collaborative partners, he says. “As a client, we can shape their strategic road maps or serve on their advisory boards. We bring value through insight into our memberships,” Jadavji says. “With the right collaborative execution, we’re better positioned to make it easier for them to do business.”