Baxter Credit Union Enhances Digital Support with Glance and Salesforce

In an age where digital banking has shifted from a supplementary channel to the primary mode of service delivery, the necessity for efficient and human-centered customer support has never been clearer. Baxter Credit Union (BCU) has taken significant strides in addressing these needs through a novel partnership with Glance, an innovative provider of enterprise cobrowse and guided customer experience solutions.

The Challenge of Background Complexity

BCU, a member-owned credit union boasting over $6.4 billion in assets and catering to more than 370,000 members, identified a troubling gap in its digital customer service capabilities. Customer service agents faced significant obstacles due to disparate tools that hampered their efficiency and, consequently, the experience of the members seeking assistance. Navigating this complex landscape often led to frustration, as agents and members struggled to communicate effectively about issues that could be solved more quickly through visual guidance.

Recognizing the pressing need for improvement, BCU turned its sights on integrating Glance's cobrowse technology directly with Salesforce, its customer relationship management (CRM) platform. This integration was aimed at eliminating the so-called "swivel chair" problem that had plagued their service interactions.

A Seamless Solution with Glance

By embedding Glance Cobrowse directly into their Salesforce system, BCU has empowered its service agents to engage in real-time, secure cobrowsing sessions with members. This allows agents to see exactly what members are viewing, facilitating a much clearer understanding of the issues at hand. Instead of members struggling to describe their concerns verbally, they can now visually demonstrate their challenges to the agents.

Dane Pellegrini, BCU’s Senior Product Manager for CRM, reflects on the decision to implement this technology: "We evaluated several options, but Glance quickly stood out as the ideal solution. It was easy to implement within Salesforce and simplified management. Most importantly, it provides our members the ability to show us what they are experiencing, which creates clarity and reduces frustration."

Members who once faced communication hurdles during online banking can now benefit from step-by-step guidance tailored to their needs, whether it’s navigating the online platform, locating essential documents, or finalizing transactions. This approach not only enhances efficiency but accelerates problem resolution significantly.

Deeper Insights for Personalized Service

Integrating Glance into Salesforce has also provided BCU with enhanced visibility into member interactions. Each cobrowsing session is automatically documented within the unified member record, which endows both human agents and AI-driven assistance with a comprehensive understanding of the member journey. This level of insight is crucial for offering personalized service tailored to each member's unique experience and requirements.

Heather Nightingale, Vice President of Product at Glance, emphasizes the importance of integrating human support into digital interactions: "Bringing human support directly into digital interactions is exactly where customer experience is heading. BCU exemplifies how incorporating Glance into Salesforce reduces friction for customer service teams while providing members the clarity and confidence they need during vital financial moments."

Looking Ahead

BCU is not resting on its laurels; future plans involve expanding Glance’s services across other platforms, including its new member application experience. This initiative is geared towards ensuring consistent high-quality support throughout the entire member lifecycle. As digital banking continues to evolve, BCU’s proactive measures position it favorably to meet the demands of its members and maintain its commitment to outstanding service.

To learn more about how BCU is transforming member interactions and enhancing support through Glance, visit Glance's website.

By adopting innovative technologies and prioritizing member experience, Baxter Credit Union serves as a model for other financial institutions aiming to enhance their digital support capabilities. As the landscape of banking continues to evolve, the lessons learned from BCU’s integration journey can provide valuable insights for numerous organizations looking to improve their digital customer engagement strategies.