In other words, successful enterprise digital transformation requires more than improved technology and processes; it requires employee engagement and advocacy too. Personnel on the front lines should be empowered to offer more meaningful member engagement, more focus on proactive cross- sell and need-based opportunities, more face time with members—and much less time fighting technology issues or trying to manage multiple systems on the fly.
Gesa envisioned transaction automation and an easy, transparent, simple user interface that would enable employees to focus on sales and service while training them on the bank’s full suite of business products and providing a real-time, 360-degree-view of members. Gesa also sought to integrate online and mobile banking channels on the same platform to support sales and service activities—including enterprisewide lead management and account origination. It set out to find a partner to help realize that vision.
Choosing a Partner
Finding the right partner is never easy, particularly when organizations must contend with years of point solutions designed to solve individual problems but fail to take into account enterprisewide needs and long-term growth.
The right partner should be able to innovate on the front end without allowing underlying core technologies to complicate or prolong the time it takes to process requests or retrieve information; Gesa only evaluated partners with technology solutions that would enable members to move seamlessly among different channels and pick up previously saved applications and activities. Gesa also wanted its members to enjoy a consistent experience by maintaining online agent conversations without having to re-enter or repeat data; accessing mutually reinforcing channels, such as direct video chat-to-banking applications or mobile-to-branch kiosk capabilities; and integrating analytics, automation, culture, governance, IT, organization, process, and products to meet member needs. And of course, Gesa intended to optimize the cross- channel experience by building on every channel’s strengths—that’s where Terafina came in.
Terafina’s combination of omnichannel customer origination; configurable user interface; high-touch lead management and abandonment follow-up; and 360-degree view of the customer helped Gesa optimize and maximize sales opportunities.
“We built an intuitive state-of-the-art interface to sit atop Gesa’s legacy systems, enabling Gesa to streamline information-intensive interactions and reduce costs while simplifying processes for members and employees alike,” said Terafina Founder and CEO Meheriar Hasan, “and the deployment speed was impressive, especially considering the complexity of real-time integrations and number of systems that had to be integrated.”
Gesa was up and running in just six months.
“Not many companies have CRM sales and services out of the box,” said Gesa Credit Union President and Chief Executive Officer Don Miller. “Many products are highly customized and require expensive integration deployments. Terafina offered us all the high-level components we needed to get to market quickly.”
The Terafina DSP revamped Gesa’s member experience platform to improve customer retention and boost branch and employee performance using high-touch, high-value interactions; integrated digital sales capabilities; and refined self-service, omnichannel options, and team engagement to understand customers better and offer more personal and relevant services.