Success Story: How a Credit Union Improved the Customer Experience with Call-Backs

In our business, we are privileged enough to watch as our clients go above and beyond in providing a great customer service by putting an end to long hold times via our call-back solutions. Of the many success stories we observe every day, we’re particularly excited to share this one, featuring First Service Credit Union (FSCU). Many lessons regarding upping the customer experience game can be gleaned from their successes.

FSCU is a Houston-based licensed credit union currently serving 58,000 members and operating 10 branches across the Houston area. To support its sprawling membership, FSCU engages 19 agents: nine full-time representatives and 10 part-time representatives who assist during peak times. The customer service team often experiences spikes in call volume, and with that, an increase in hold times and abandon rates. Serving so many members with complex and variable problems means long hold times, which makes for frustrated members, and more agents trying to cope with a high volume of requests.

FSCU incorporated Fonolo’s call-back solution into its existing contact center infrastructure with ease. Now, instead of being placed on hold, members are given the option to simply “press 1 for a call-back”. Fonolo holds their place in line until the next FSCU agent is available to serve them. Agents are then notified that a call-back service will play a customized message requesting them to accept the call.

It was important to offer our members a call-back option, and an easy one. With Fonolo’s system in place, members can press ‘1’ to request a call back from the next available representative, or they can press ‘2’ to schedule the call at a later time. This has ultimately given our members more flexibility to receive a call at a time that is most convenient for them.

—Ricardo Mejia, VP Centralized Services, First Service CU

With Fonolo’s call-back solution, FSCU noticed a notable reduction in abandon rates. In fact, after turning Fonolo off as a test, FSCU observed how its abandon rate more than doubled. With Fonolo, agents are better equipped to handle spikes in call volume in a more streamlined way. Additionally, members are much happier with the improved calling experience.

By opting for call-backs and giving members their time back, FSCU is winning the modern customer experience game, and should serve as a model for all contact centers in the credit union industry and beyond.

To read a full copy of the success story, please click here.