{"id":49144,"date":"2021-09-28T04:00:50","date_gmt":"2021-09-28T11:00:50","guid":{"rendered":"\/us\/en\/blog\/?p=49144"},"modified":"2025-04-02T20:18:20","modified_gmt":"2025-04-03T03:18:20","slug":"how-unified-communications-support-a-member-first-credit-union-culture","status":"publish","type":"post","link":"\/us\/en\/blog\/how-unified-communications-support-a-member-first-credit-union-culture\/","title":{"rendered":"How unified communications support a member-first credit union culture"},"content":{"rendered":"<p><b>Highlights:<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">To attract new members, credit unions must offer a better member experience<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">RingCentral\u2019s cloud communications platform offers digital communications channels<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Financial services communications platforms empower employees to better help members<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Built-in security offers peace of mind<\/span><\/li>\n<\/ul>\n<hr \/>\n<p><span style=\"font-weight: 400;\">Credit unions face a challenge: they have a sizable customer base comprised of people in their late 50s and older, yet they haven\u2019t succeeded in attracting their members\u2019 children. One of the ways they can do that is by showing they put members first.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\t\t\t<\/p>\n<div class=\"rc-bottom-cta rc-bottom-cta__portrait\" style=\"background-color:#FF8800;flex-direction: row-reverse;\">\n<div class=\"bottom-cta-img\">\n\t\t\t\t\t<img decoding=\"async\" width=\"670\" height=\"698\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2021\/09\/unified-communications-member-first.png\" class=\"responsive-image\" alt=\"Unified ...\" \/>\t\t\t\t<\/div>\n<div class=\"bottom-cta-copy\">\n<div class=\"rc-bottom-cta__text\" style=\"color:ffffff;\">\n<h3\n\t\t\t\t\t\t\t\tclass=\"rc-bottom-cta__title headline-copy\"\n\t\t\t\t\t\t\t\tstyle=\"\"\n\t\t\t\t\t\t>Unified communications selection checklist for credit unions<\/h3>\n<\/p><\/div>\n<div class=\"rc-bottom-cta__btn-wrapper\" style=\"\">\n\t\t\t\t\t\t<a\n\t\t\t\t\t\t\t\tclass=\"btn btn-primary btn-lg rc-bottom-cta__link\"\n\t\t\t\t\t\t\t\ttitle=\"Learn more\"\n\t\t\t\t\t\t\t\thref=\"https:\/\/netstorage.ringcentral.com\/documents\/uc_selection_checklist_credit_unions.pdf\"\n\t\t\t\t\t\t\t\tdata-dl-name=\"Learn more\"\n\t\t\t\t\t\t\t\tdata-dl-element=\"button\"\n\t\t\t\t\t\t\t\tdata-dl-additional-info=\"bottom cta banner\"\n\t\t\t\t\t\t\t\tdata-no-auto-dl=\"true\"\n\t\t\t\t\t\t\t\tstyle=\"\"\n\t\t\t\t\t\t\t\tonmouseover=\"\"\n\t\t\t\t\t\t\t\tonmouseout=\"this.style.backgroundColor='';this.style.borderColor='';this.style.color='';\"\n\t\t\t\t\t\t>Learn more<\/a>\n\t\t\t\t\t<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<p>\t<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Putting members first requires communicating with members the way they want. A unified communications platform enables members to access a variety of communication channels for a better member experience, and it keeps their information safe, providing them with peace of mind.<\/span><\/p>\n<h2><b>Unified communications platforms for credit unions<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">A<\/span><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/what-is-ucaas\/\"> <span style=\"font-weight: 400;\">unified communications platform<\/span><\/a><span style=\"font-weight: 400;\"> offers a number of communication channels (text, video, and telephony) as well as collaboration tools (such as file sharing) in a single location. Market-leading financial services communications platforms also offer contact center capabilities such as:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Omnichannel capabilities<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/www.ringcentral.com\/contact-center\/skills-based-routing.html\"><span style=\"font-weight: 400;\">Skills-based routing<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Agent management, including workforce management and <a href=\"https:\/\/www.ringcentral.com\/contact-center\/products\/wfo.html\">workforce optimization capabilities<\/a><\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Reporting and analytics<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Self-service customer options<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Integration with directory<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Chatbots<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">IVR system<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Predictive, proactive, and progressive dialers<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Coaching and learning tools<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Scripting<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Dynamic reply assistance<\/span><\/li>\n<\/ul>\n<h2><b>How a financial services communications platform creates a member-first experience<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Creating a members-first experience begins with understanding what members want and what frustrates them about your current processes. Credit union members are<\/span><a href=\"https:\/\/www.pymnts.com\/credit-unions\/2021\/deep-dive-how-credit-unions-can-meet-the-innovation-needs-of-members-across-generations\/\"> <span style=\"font-weight: 400;\">three times more likely than non-members<\/span><\/a><span style=\"font-weight: 400;\"> to be dissatisfied with their financial institutions because they don\u2019t have access to the latest technologies.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Moreover, over 15 percent complained interactions with their credit union were too complicated, while just over four percent noted they had to visit a branch too often for transactions. Nearly nine percent criticized poor data security.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That\u2019s where a financial services communications platform comes in. It creates a member-first experience in the following ways:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Offering a variety of channels to members<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Providing self-service options<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Equipping employees to provide better service to members<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Setting up a dedicated hotline for new members<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Providing built-in security features<\/span><\/li>\n<\/ul>\n<h3><b>Offering a variety of channels to members<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Some customers still feel comfortable carrying out transactions at the branch. However, many others would prefer to make their banking processes as digital as possible.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Accenture\u2019s<\/span><a href=\"https:\/\/www.accenture.com\/_acnmedia\/PDF-144\/Accenture-Infographic-Banking-Consumer-Study-2020.pdf#zoom=50\"> <span style=\"font-weight: 400;\">2020 Global Banking Consumer Survey<\/span><\/a><span style=\"font-weight: 400;\"> showed that 47 percent of customers wanted to open a new account through a mobile app or website, while 37 percent wanted to do it on a desktop or laptop.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A financial services communications platform offers members more communication channels than just telephony or branch visits. In addition to telephony, members can hold video conferences or send a chat to the credit union.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-49146\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2021\/09\/unified-communications-credit-union.png\" alt=\"RingCentral for credit unions\" width=\"930\" height=\"620\" \/><\/p>\n<h3><b>Providing self-service options<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Millennials and Gen Zers, in particular, want self-service options. Research bears this out: banking customers between the ages of 18 to 26<\/span><a href=\"https:\/\/blog.flexcutech.com\/blog\/digital-banking-self-service-is-key-to-winning-millennials-and-gen-z\"> <span style=\"font-weight: 400;\">rank self-service capabilities as more important<\/span><\/a><span style=\"font-weight: 400;\"> than trust. They value the ability to complete tasks on their own.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With functionality such as chatbots and <a href=\"https:\/\/www.ringcentral.com\/contact-center\/interactive-voice-response.html\">interactive voice response (IVR) menus<\/a>, credit unions can give their members self-service options. Chatbots answer simple questions for members. If a chatbot doesn\u2019t have the answer, it will pass the interaction off to a human.<\/span><\/p>\n<p><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/interactive-voice-response\/\"><span style=\"font-weight: 400;\">IVR menus<\/span><\/a><span style=\"font-weight: 400;\">, when done right, can be excellent self-service tools. They can automate a number of day-to-day tasks. That\u2019s possible if two things happen:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The menu options take customers where they want to go<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The IVR menu is integrated into business applications such as a core solution<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">We\u2019ll illustrate with an example. Let\u2019s say Amanda wants to check her account balance. She dials the credit union\u2019s number and the IVR menu leads her to that option quickly. Thanks to an integration with banking software, Amanda can easily check what\u2019s in her account without having to wait to speak with a human customer service representative.<\/span><\/p>\n<h3><b>Equipping employees to provide better member service<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">There are times when members need to speak to a human being. Sometimes, members encounter a credit union employee who simply doesn\u2019t know how to help them, or is constrained and can\u2019t reach out to others in the organization who could assist.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A financial services communications platform enables employees to help members in three ways:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">It features a<\/span><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/interactive-voice-response\/\"> <span style=\"font-weight: 400;\">knowledge base<\/span><\/a><span style=\"font-weight: 400;\"> in the cloud for employees to access<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">It offers an internal directory with a presence indicator, so employees can connect members to internal experts on the spot<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">It enables employees to message internal departments to get a faster answer to a member inquiry<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">A knowledge base gives employees the answers they need at their fingertips, while the internal directory allows employees to find the right person in the organization to solve a given problem.<\/span><\/p>\n<h3><b>Setting up a dedicated hotline for new members<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Credit unions pride themselves on offering a better experience than large, privately held banks. A financial services communications platform helps deliver on that claim with the creation of a dedicated hotline for new members.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If new members have issues, they\u2019ll be routed to a specific team member who can help them navigate the credit union. It makes the member experience smoother and more pleasant for them and helps with member retention.<\/span><\/p>\n<h3><b>Providing built-in security features<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Putting your members first also means keeping their confidential data safe. Credit unions can be vulnerable to data breaches even if they\u2019re not hacked themselves;<\/span><a href=\"https:\/\/www.nafcu.org\/system\/files\/files\/NAFCU%20Data%20Privacy%20Issue%20Brief%20Dec2019.pdf\"> <span style=\"font-weight: 400;\">82 percent of credit unions<\/span><\/a><span style=\"font-weight: 400;\"> between 2018 and 2020 were negatively affected by breaches of local businesses.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Market-leading financial services communications platforms secure confidential information with multiple layers of protection, 24\/7 platform monitoring, and a 99.999 percent uptime service level agreement for high reliability. Encryption between all endpoints keeps your member data safe from unauthorized users.<\/span><\/p>\n<h2><b>RingCentral\u2019s financial services communications platform supports a members-first credit union culture<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">RingCentral\u2019s financial services communications platform makes credit union communications digital by offering multiple communications channels and self-service options. Moreover, they give employees the tools they need and enable a dedicated helpline for new members. Industry-leading security keeps member information safe. To learn more about how RingCentral can help you create a members-first culture for your credit union,<\/span><a href=\"https:\/\/www.ringcentral.com\/office\/industry-solutions\/business-communications-for-financial-services.html#banking\"> <span style=\"font-weight: 400;\">get a demo<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Highlights: To attract new members, credit unions must offer a better member experience RingCentral\u2019s cloud communications platform offers digital communications channels Financial services communications platforms empower employees to better help members Built-in security offers peace of mind Credit unions face a challenge: they have a sizable customer base comprised of people in their late 50s &#8230;<\/p>\n","protected":false},"author":29,"featured_media":49145,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[18836],"tags":[40811,6624,3865],"class_list":["post-49144","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-financial-services","tag-credit-union-communications","tag-digital-communications","tag-financial-services"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v19.3 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How unified communications support a member-first credit union culture | RingCentral Blog<\/title>\n<meta name=\"description\" content=\"A financial services communications platform creates a member-first experience by offering digital communications and better security.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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