Landings Credit Union

Transcription

1 CUSTOMER SUCCESS Landings Credit Union A Human Connection Supports Customer Service and Membership Growth 2014

2 Company Profile With $135 million in assets, Landings Credit Union provides a wide range of financial services for its Tempe, Arizona-area members. Formerly known as Tempe Schools Credit Union, the organization adopted its new name in 2013 to reflect a broader membership base. Business Results Sales and Lead Generation Auto loans closed from live chat inquiries Mortgage leads generated via live chat Numerous referrals to insurance and investment partners Customer Service Landings Credit Union sought to build on its reputation for personalized customer service by adding a live chat channel powered by LivePerson. Just two months after deploying a sticky Click-to-Chat button, the organization has seen promising results. Those requesting customer service get a response in less than 30 seconds on average and routinely report high satisfaction with the channel. And from a sales perspective, the channel has already produced two closed auto loans, two mortgage leads, and numerous insurance and financial services referrals. Anyone who lives or works in Maricopa County, Arizona is eligible to become a member of Landings Credit Union. This has been the case for a long time, but public awareness was low when the institution was known as Tempe Schools Credit Union before November We didn t have a big advertising budget, so very few even knew that they could become members, recalls Dillon Gonzales, who has been with the organization for more than two years. Our new name reflects a broader member base, and honors our city s founding as a safe landing place for 19th century settlers arriving on Hayden s Ferry. Gonzales was a part of the rebranding team, and when the transition was complete he was promoted from teller to marketing specialist. Promoting a new identity With its new name in place, Landings Credit Union renewed its focus on building its membership base while maintaining the personal touch and stellar customer service that credit unions are famous for. Just as these efforts were ramping up, the organization s president and CEO, Margaret Hunnicutt, learned about LivePerson at a conference for credit union executives. She spoke with a CEO who mentioned his credit union was using the LiveEngage platform, Gonzales recalls. He said it has been helping them with both member support and building new business. So she came back to the marketing office and asked us to look into different live chat options. <30 second average wait time 5 minute average chat duration, indicating customers raising complex issues 2014 LivePerson, Inc. 2

3 The Challenges Provide a personalized, digital customer service channel Support corporate initiative to build new membership via name change LivePerson live chat has quickly become an extension of our corporate culture of personalized customer service. Dillon Gonzales, Marketing Specialist, Landings Credit Union The Solution Engagement Model Live chat for member service and sales inquiries Key Capabilities Sticky Click-to-Chat button following visitors throughout the site Examining engagement solutions Gonzales researched a number of options and found that LivePerson was by far the best solution for the organization s needs. We knew that we wanted to start with more of a customer service emphasis with our live chat program, Gonzales explains. But we also wanted the solution to have a broader range of capabilities so we could use it for sales campaigns in the future. With proactive chat and content targeting built into the platform, we can potentially grow the program in a lot of directions. Other considerations were cost, security, and ease of use. The fact that LivePerson charges according to usage rather than concurrent agents was ideal for our small organization, he says. From a security perspective, we liked the fact that live chat conversations can be encrypted when members sensitive information is being discussed, and that we can safely accept credit card payments within the engagement window if we decide to. In terms of usability, we were happy with the cloud-based platform and impressed with how easy it is to deploy and manage. An easy deployment Landings Credit Union deployed a free trial of the newest version of the LiveEngage platform in late July, This was the first time Gonzales had deployed a major application for the organization, and he found the LivePerson team to be extremely helpful. The salesperson got me the answers to my questions very quickly during the sales process, and a member of the Tech Support team walked me through putting the code into the website, he remembers. Gonzales created a single campaign to display a sticky Click-to-Chat button on the website that follows visitors from page to page. The text says, Live Chat, and there is a little speech balloon logo, he describes. When an agent is available, visitors who click the icon are connected quickly. When no one is available, it defaults to an inquiry LivePerson, Inc. 3

4 An easy-to-use platform To ensure that everything was working properly, Gonzales personally fielded all live chat conversations during the free trial period. One benefit of this was that he gained experience with the LiveEngage platform from the perspectives of both the administrator and an agent. Everything is very user friendly, Gonzales relates. For agents, we have Google Chrome set up to show a notification that says, You have a new live chat engagement. I then just navigate to the LiveEngage tab and field the chat. Once I am there, I can see the user s browsing history. My pre-defined responses are a click away, and there are links to technical documentation, training materials, and more. As an administrator, Gonzales also found the new version of LiveEngage extremely easy to use. Adding new users just requires one click and a few seconds of adding the person s information, he describes. Another click takes me to the traffic tab, where I can see who is currently on the site, how long they ve been there, what pages they re looking at, and how they got to the site. And another tab contains a very easy interface for creating campaigns. Making the channel permanent When the 30-day free trial ended, Gonzales started a paid subscription Push pages are another LiveEngage feature that Landings Credit and set up several members of the Convenience Branch team as users Union agents find useful. There was a time when our website wasn t of LiveEngage. The Convenience Branch is essentially our contact linking properly to our online banking page, so we just pushed out center, he explains. So people who are already in front of their the link to several customers who inquired, Gonzales remembers. computers answering member calls and s now also staff And people sometimes have questions about mortgages or other the live chat channel. products that are answered somewhere on our website. It is nice to be able to push that link within the engagement window. Gonzales created pre-defined responses to be used at the beginning and end of every conversation, but the team purposely lets As the administrator, Gonzales appreciates LivePerson s enrichment conversations flow naturally in between. Since the agent may be analytics capabilities that enable a broad range of reports to be finishing up a phone call when a chat request comes in, it is really produced. We are planning to do much more with reporting in the nice to be able to click one button that sends the message, Thanks for future, he relates. What I pay attention to now are the reports that using the Landings Credit Union Live Chat. What can I help you with show traffic patterns and agents response times. today? he describes. That gets the conversation going very quickly. Promising early results The Convenience Branch team now fields around 10 live chat inquiries per week, with an average response time of less than 30 seconds. The average length of a live chat conversation is five minutes, which indicates that customers are comfortable raising relatively complex issues on the channel, Gonzales notes. The nice thing is that agents can conduct multiple conversations at a time, which makes them more efficient. From a customer service perspective, Gonzales is working on processes that will help measure the average time to resolution and cost per contact for live chat inquiries compared with other channels. He is also planning to deploy exit surveys through LiveEngage to measure customer satisfaction. The anecdotal evidence, however, suggests that live chat is very popular with customers. We often ask customers manually during a conversation if they are happy with the service they have received through live chat, and the answer is always an enthusiastic Yes, he says. And even though Landings Credit Union s focus for live chat to date has been on customer service, the organization has seen some surprising benefits for sales and lead generation. We have closed two auto loans with new customers who initially inquired via live chat, Gonzales reports. And we have made two referrals to the mortgage department from live chat inquiries. We re still waiting to see how those turn out. And we have made multiple smaller referrals to our partners who provide insurance and investment services LivePerson, Inc. 4

5 We wanted to start with a customer service emphasis with our live chat program, but we also wanted the solution to have a broader range of capabilities. Dillon Gonzales, Marketing Specialist, Landings Credit Union Looking to the future Gonzales is excited about the early success of LivePerson live chat, and Whatever the case, Gonzales is confident that LivePerson will be is exploring how to grow the program. In addition to deploying an able to meet his needs for a long time to come. Everything about exit survey, I also want to do some customization of our Click-to-Chat my experience with LivePerson has been positive, and our members button and engagement window, Gonzales says. I want to make seem to be very happy with the channel, he concludes. LivePerson them more consistent with our branding, and I d like to add a personal live chat has quickly become an extension of our corporate culture of touch with a photo of each agent for the engagement window. personalized customer service. After that, Gonzales is not sure about his next project, but he knows that the potential is big. I am interested in trying some content targeting campaigns, and proactive chat is an intriguing possibility, he relates. The key will be to focus each campaign on the right audience. And as our mobile traffic increases, I know that we will want to deploy the mobile Click-to-Chat tool at some point in the future. About LivePerson LivePerson, Inc. (NASDAQ: LPSN) offers a cloud-based platform that enables businesses to proactively connect in real-time with their customers via chat, voice, and content delivery at the right time, through the right channel, including websites, social media, and mobile devices. This intelligent engagement is driven by real-time behavioral analytics, producing connections based on a true understanding of business objectives and customer needs. LivePerson is headquartered in New York City with offices in Atlanta, San Francisco, Amsterdam, Berlin, London, Milan, Paris, Tel Aviv, Tokyo and Melbourne. Contact LivePerson, Inc. T: Tenth Ave F: th Floor info@liveperson.com New York, NY LivePerson, Inc. 5