Re-Thinking Your Contact Center Operations Benefits Account Holders and Employees

It’s rare in life to make just one move and end up reaping a multitude of benefits beyond what you originally intended. But that’s exactly what’s happening as more banks and credit unions  aggressively pursue digital transformation within their contact centers.

This is the story of a financial institution  that is redefining how they interact with their members, and in doing so, they are uncovering a unique reality—the benefits extend far beyond satisfaction. The main winners in this transformation include:

• Their members (of course)
• The institution’s bottom line through more effective cost-cutting strategies
• The institution’s operations team, which oversees contact center operations and member experience
• Their frontline employees, who interact with members every day and are now better equipped to provide exceptional service

It’s a four-way tie! Modernizing their interaction strategy and unifying the management of member interactions is enabling them to achieve the rare joy of improving life for everyone—including themselves.

Heartland Credit Union: A Case Study in Digital Transformation

Heartland Credit Union is based in Madison, WI, serves 34,000 members and manages over $600 million in assets. Over the past year, in partnership with Alkami and Glia, they have taken significant steps to integrate digital and voice interactions. This effort has transformed their legacy contact center operations, yielding measurable results across key performance indicators:

1. Minimizing Wait Times: Heartland Credit Union has achieved a 62% decrease in abandonment rates. In consumer banking solutions, every potential customer who leaves before receiving service represents lost revenue and a missed opportunity. By reducing wait times, Heartland Credit Union  ensures that more members stay engaged and receive the assistance they need.
2. Streamlining Handle Times: With a 40% reduction in average handle time (AHT), interactions have become more efficient—not only benefiting members but also making life easier for frontline employees. Streamlined service is a crucial aspect of effective consumer banking solutions and shorter calls mean quicker resolutions, leading to higher satisfaction and lower operational costs.
3. Expanding Service Capacity: While elevating the customer experience (CX), Heartland Credit Union has successfully managed to handle 42% more member interactions while improving service levels and reducing unnecessary member effort. This balancing act of increasing efficiency while maintaining a high-quality user experience is a testament to their well-executed digital transformation strategy.

The Shift to a Data-Driven Contact Center

Heartland Credit Union’s journey toward modernizing its contact center began with a clear realization: It was time to evolve into a data-driven service hub that could support the ever-changing needs of its member base—including an increasing number of digital-first members.

Working alongside Glia, Heartland Credit Union integrated all its member interactions across multiple channels. They also introduced advanced digital tools including browser-based voice communication, real-time collaborative browsing technology, and visual assistance technology that bridges the gap between voice and digital engagement–all designed to enhance the user experience. This comprehensive approach empowered their frontline teams, giving them greater control and engagement to create the best possible interactions for members—every single time.

By prioritizing both member and employee experiences in their digital transformation, Heartland Credit Union is proving that the right tools and strategy can drive success in the digital era. This forward-thinking approach is setting new standards for consumer banking solutions and ensuring long-term growth.

Beyond Efficiency: The Long-Term Impact on Member Engagement

While immediate efficiency gains are impressive, Heartland Credit Union is also witnessing another major benefit—a deeper engagement between members and contact center representatives.

When members feel heard and supported, their loyalty to the institution grows. Enhanced digital interactions foster trust, and the seamless experience created by digital transformation becomes a competitive differentiator in the market.

Heartland Credit Union’s investment in consumer banking solutions is more than just a technological upgrade—it’s a strategic move that ensures they stay ahead of industry trends while reinforcing member loyalty.

The Power of Strategic Partnerships in Digital Evolution

By leveraging the combined expertise of Alkami and Glia, Heartland Credit Union has successfully modernized its member interactions to align with evolving digital expectations. This transformation has not only improved efficiency but also positioned them as a leader in delivering innovative, member-centric experiences.

The financial services industry is undergoing rapid transformation, and institutions that fail to embrace digital solutions risk falling behind. Heartland Credit Union’s success is a testament to the power of consumer banking solutions in creating seamless, engaging, and cost-effective member interactions.

As we move further into this digital-first era, the question for other financial institutions isn’t if they should transform—it’s when and how. Heartland Credit Union has demonstrated that the right partnerships and technologies can drive sustainable success while enhancing the experience for everyone involved.

Are you ready to modernize your contact center and unlock the full potential of digital transformation? The winners of this shift aren’t just your account holders—it’s your entire organization.