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Recap: Increase Your Revenue and Lower Your Costs While Creating a Better Member and Agent Experience

by | Mar 15, 2021

In a recent webinar hosted by Capacity and Heartland Credit Union Association, David Karandish, Cofounder and CEO of Capacity, Jason Peach, President and CEO of West Community Credit Union (WCCU), and Koren Gruebel, VP of Marketing at WCCU, held an engaging discussion about increasing revenue and decreasing costs while creating a better member and agent experience. Jason and Koren gave key insights about lessons learned along the way.

Keep reading to learn how WCCU has benefited from AI and automation! 

What led you to work with Capacity?

Jason shared that when WCCU started working with Capacity in 2017, they had three strategic goals. “Our strategic conversations were focused on three priorities,” said Jason. “The drivers of these needs came from the change of consumer behavior, the implementation of digital and online channels, and the need to work more efficiently.” 

WCCU began working with Capacity to help improve the member experience on WCCU’s website, empower the team with more analytics, and increase the use of AI.

How are you planning to use Capacity in other business strategies?

In addition to placing Capacity on its website to support the member experience and answer questions via the knowledge base and Live Chat, WCCU is looking to support its employees with Capacity.

“The biggest initiative this year is to integrate Capacity with our HRIS, payroll systems, and intranet, so our workforce can engage with the chatbot and have a better work experience,” said Jason. Another benefit of adding Capacity to your internal side is that it can provide insightful data on the areas that organizations should dedicate more energy.

“We know that process automation in the mortgage industry is critical to move into the future, so that’s a little bit further down our website as well,” added Jason. 

The biggest benefits of implementing Capacity. 

Our implementation process enabled WCCU to see Capacity as a partner, rather than a service provider from the very beginning. “When we originally implemented Capacity, we were shocked at how streamlined the implementation process was,” said Koren. “There was a minimum workload and we could continue with other strategic projects.” 

Koren went on to describe three benefits of implementing Capacity. “We’ve been able to reduce call volume, save money, and increase member experience,” shared Koren. Because members can ask Capacity questions similar to a Google search, WCCU can provide information from Capacity, so members don’t have to search for it on the website. 

A second benefit to adding Capacity was understanding web traffic. “We use content management systems and Google Analytics, but Capacity enables us to see what the member needs,” Koren said. This has enabled her team to take that information and implement it in the marketing plans and objectives.

The third benefit was having extra operational support. “Capacity is available 24/7, which was invaluable during the pandemic,” Koren explained. “This gave members the ability to speak to someone whenever they needed to.” 

What has Capacity revealed?

From the internal perspective, “we don’t know what our staff is looking for on our intranet and employee handbook, but with Capacity, we can,” said Jason. Having data revolving around the questions being asked can help drive a business towards the best decisions. The same goes for external use cases. “With the pandemic, we saw how quickly members’ needs changed with Capacity, which allowed us to pivot as needed,” added Jason. 

Regardless of what your needs are, it’s important to remember that technology has so many use cases that can apply to your strategic vision. Jason recommends that organizations look for a solution that covers a lot of bases for an efficient and holistic approach.