Client Success Story
Driving Member Engagement With Personalized Experiences
Chief Marketing and Member Experience Officer, Connexus Credit Union
Valued Client Since
Tenure at Company
Experience in Industry
"Today, our member experience is fully connected — we simply could not have done this without Alkami."
Chad Rogers, Chief Marketing and Member Experience Officer, Connexus Credit Union
Making Users Feel Welcome
In 2013, it was the middle of summer in Wisconsin when Chad Rogers walked through the doors at Connexus Credit Union, a member-focused cooperative with $2.6 billion in assets and more than 360,000 members across 50 states.
Chad was arriving as the company’s newly appointed CMO and one of his first priorities was to advance the credit union’s Digital Banking experience. To get his head around this dimension of the member experience, Chad dove straight into the organization’s online analytics. It didn’t take long for one data point to jump off the page. Chad immediately asked his team, “Why are more than 90% of our members leaving our website less than 10 seconds after they land on the homepage?” At first, no one had a confident answer, but everyone knew it was not good. That’s when Chad said, “We need to follow that journey and figure out what is happening. This must change.”
After quick analysis, Chad’s team discovered the answer. Members were coming to the homepage primarily for one reason … to log into their Digital Banking account. That’s when Chad commented to his team, “Well, this is both good news and bad news. We are providing members with access to their online account, which is great. However, it’s disappointing to learn that the helpful advice and value-added services we offer our members on our website seldom get noticed. By having a separate, independent Digital Banking site, we are taking our members away from the information designed to help them most.” Chad went on to say, “Our member journey is broken. We simply cannot deliver a rewarding Digital Banking experience if these two dimensions of the journey remain disconnected.” Chad knew this had to be fixed.
That’s when he and his team began looking long and hard at their current Digital Banking platform. What Chad discovered was a series of obstacles. Their existing platform wasn’t highly configurable, wasn’t feature-rich, and the user interface didn’t lend itself easily to Connexus brand standards. That’s when he made one of the more difficult decisions in his short tenure at Connexus – Chad suggested to the Executive Leadership team it was time to invest in a new platform that could deliver a more integrated member experience. Chad said, “That was a challenging message to deliver. We needed a new solution that would not only offer the latest self-service features that the digital banking marketplace had to offer, but a platform that would deliver our existing website content in a manner that was completely aligned and integrated with our member’s Digital Banking journey. At first, not everyone on the Executive Team could appreciate why I was determined to make our company website more or less irrelevant for our existing members, yet preserve it for prospective members.”
Chad got the green light from his leadership team and he quickly launched a formal evaluation of digital banking platforms that could provide a more holistic and seamless experience for members.
With Alkami, we finally had the visibility we needed to create more personalized experiences for our members. We knew which members were logging in and when, what they were interested in based on behavioral analysis, and so much more. These insights offered us opportunities to tailor each member’s online experience to help them achieve their personal financial objectives.
Choosing A Partner
After a comprehensive evaluation, Connexus discovered Alkami was the only marketplace provider with a flexible, configurable platform that would enable Connexus to achieve its goals. Chad said, “The Alkami platform offered us the flexibility and feature set we were looking for. It would allow us to serve up insights, products, and services to members as part of their Digital Banking experience. We could also deliver a consistently positive and cohesive experience on the Alkami mobile app, which means we could provide a single, fully integrated member journey.” Shortly after selecting Alkami, Connexus went live with the new platform and the response from members was extremely positive. Chad said, “We found the right partner, with the right feature set, to create our desired experience for our Digital Banking members — we simply could not have done this without Alkami.” With Alkami’s Digital Banking up and running, Chad’s team took the next step, which was to create a content data warehouse, and leverage Alkami’s Software Development Kit (SDK) to manage and direct digital assets directly to either their company website, their digital banking platform, or both. This process resulted in enormous “first-time final” development efficiencies, while also ensuring the credit union’s content across all digital properties was integrated and consistent. Nonetheless, the digital vision for Connexus was far from complete.
While consistent content delivery had been achieved, that was not the only goal. Chad said, “Our number one priority was to create a personalized, value-added Digital Banking experience.” To do this, Chad and his team had to move beyond consistency to personalization. So, he tapped into Alkami’s robust behavioral insights, as well as member data from other systems across the credit union. According to Chad, “That’s when the lightbulb went on. We finally had the visibility we needed to create more personalized experiences for our members. We knew which members were logging in and when, what they were interested in based on behavioral analyses, and so much more. These insights enabled us to better customize each member’s online experience to help them achieve their specific goals. For example, if a member looked at our loan rates information for a particular product, we could immediately serve up related product details, helpful consumer education content, our loan application, and share Loan Specialist contact information during their visit.”
While we have exceeded many of our short-term goals, we are just getting started. We will continue to find innovative ways to leverage Alkami’s reliable, user-friendly Digital Banking platform to help our members achieve their personal financial objectives.
Giving Users What They Want
With Alkami as Connexus’ Digital Banking partner, Chad and his team have not only increased online engagement, but now ensure members are aware of the most relevant, value-added products and services the credit union has to offer. “Today, we have the best of both worlds… we provide helpful content and services within the environment our members choose to be in. Our members are achieving more in less time, we are growing our business through a fully integrated Digital Banking experience, and our members now access almost everything they need through the Connexus/Alkami Digital Banking platform.”
Chad will be the first to tell you, “While we have exceeded many of our short-term goals, we are just getting started. We will continue to find innovative ways to leverage Alkami’s reliable, user-friendly Digital Banking platform to help our members achieve their personal financial objectives.”