Does your left hand know what your right hand's doing? (Internal assignments/accountability)

One of the main differentiators for a credit union is their superior member service.  It’s not uncommon for a member to walk into a branch and be greeted by name.  Yet times are changing.  In 2014, more and more members are using smartphones resulting in a decline in face-to-face interactions.  Today’s member has changed from someone that walks into the branch to someone that is more virtual utilizing other channels to fit their banking needs such as Online and Mobile Banking.  These members are more likely to report a problem or request a service utilizing one of these virtual channels and/or calling into the credit union.  For example, if the member is locked out of online banking they will look for the “live chat” function on the credit union’s website and eventually will “resort” to calling into the credit union. Members are becoming more accustom to the “virtual” experience that they receive with other companies such as American Express, Southwest Airlines or their utility provider that offer call centers and live chat sessions with 24/7 access.  This has changed the landscape of the credit union industry.  

Now, it is even more imperative to have a centralized communications structure in place that combines all of the channels and ensures that each channel provides the same information and superior customer service.   To provide this type of service, credit unions are implementing call centers, which are becoming the credit unions larges branch, in order to:

• Centralize communications across branches

• Implementing Case Tracking enabling the ability to understand the problems members are reporting and the products/services they are requesting

• Accountability to ensure issues are resolved in a timely manner

• 360° view of the member

Statistics show “82% of consumers say that the number one factor that leads to a great customer service experience is having their issues resolved quickly” (LivePerson).  All credit unions take and receive member calls but how are they tracking the calls and ensuring that the members’ problem or request is resolved in a timely manner?  How is this information shared across all branches?  Are they utilizing the data and better understanding where most of their issues and requests are coming from?


Case tracking software is an infrastructure that allows the credit union to grow and be able to centralize communications across branches.   Because this is a new culture and behavior most credit unions implement a slow rollout beginning with their member services department and later introducing it throughout other departments within the credit union.


What does a case tracking infrastructure look like?When a member calls into the credit union the staff member opens a “case” concerning the members issue or request.  The staff member has the ability to complete the “case” or to assign the “case” to another staff member or department.  The application ensures that all cases are completed in a timely manner (i.e. all cases are to be completed by “sundown” or end of day) by sending alerts, email reminders, etc.  Any staff member within the institution is able to view the cases at any time and quickly identify if the case is still open or resolved.  This technology centralizes communications across branches, implements accountability, provides a 360° view of the member and provides information about the types of issues or requests being reported.

What are the benefits of Case Tracking?: The ability to Identify, Track and Manage Member Reported Issues and Requests

Increased Management Capabilities: Organized tracking methodology to ensure resolved quickly and efficiently

Remote Access to Tracking System: Ability to access from any branch or mobile branch

Real Time Communication: Instant status updates, etc.

Analytics: View results on custom dashboards via custom reporting to identify problem areas, roadmap candidates, etc.

Increase Member Experience and Productivity: Ability to identify improvement areas in order to reduce calls and increase member experience

If you haven’t already, it may be time to begin looking for a solution that will allow you to track and manage member requests across all channels to ensure a superior member service experience. 

Jami Jennings

Sr. Product Manager

EPL, Inc.