Shapeshifting CX for Credit Unions

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Credit unions play a vital role in the financial ecosystem of Ireland and the UK by offering not-for-profit, community-based financial services. In Ireland, credit unions serve over 3.6 million members across more than 400 institutions, managing billions of euros in savings and loans and in the UK another 1.4 million members. By reinvesting profits back into their communities through affordable loans and member benefits, credit unions foster local economic stability and financial inclusion, particularly for underserved populations.

Partnering for Unparalleled Commitment to Customer Satisfaction.

Our clients, leaders in the Irish Credit Union landscape, required a partner to provide seamless service as an extension of their hallmark personalised engagement, while streamlining operations and enhancing service delivery. As credit unions expand their services to include mortgages, financial planning, and digital banking, they face increased pressure to enhance operational efficiency and member engagement. 

Forward Emphasis Qualified Financial Advisor (QFA) teams support member inquiries, loan applications, and membership support via email and phone. This support ensures that branch staff are freed up to focus on in-brand enquiries and administrative support related to complex member needs.

  • Our loan application and underwriting teams transitioned loan documentation management from branch and created a new streamlined process that all critical data was verified before the loan officer decision, massively improving the load time-to-decision and reducing effort on in-branch loan officers. 
  • Our accounts set up teams manage the entire membership process, from initial inquiries to account setup, and our new operating process resulted in a 152% productivity increase in new accounts per month.
  • For one of our nationwide Credit Union leaders in Ireland, Forward Emphasis developed abespoke CRM and core banking system access, enhancing reporting and service delivery and ensuring member needs are consistently met. Business Intelligence from the tool informs daily productivity as well as key member data at product and enquiry level, helping brand teams manage premium resource more effectively for in-brand demand. Overall, 2024 has proven to be a positive year for membership growth, with 1,351 new members.
  • Our peak hours support teams extends to a bureau support for members our of hours support. This extended support has helped this Credit Union increase member satisfaction through swift, accurate query responses, with 99% of calls answered in 2024, as well as offering business continuity and risk management support, when required.

Unliketraditional banks, which operate for profit and focus on generating shareholder returns, credit unions prioritise member welfare and community development. Credit unions excel in personalised service, emphasising strong member relationships and trust and for ten consecutive years, credit unions have led Ireland’s Customer Experience Insight (CXi) Report.

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