Credit Union Develops Omnichannel Experience

Consumers utilize mobile technology.

For the $1.95 billion, Richland, Wash.-based Gesa Credit Union, creating an omnichannel member experience is not complete without creating a 360-degree view of members for the employees who support and sell to them.

Gesa has grown from running a small, part-time office and serving members of the General Electric Supervisor’s Association in 1953, into the fifth-largest credit union in Washington State serving over 160,000 members today. Gesa turned to the Fremont, Calif.-based Terafina to help tackle the development of an effective digital sales and service platform that can be accessed from any channel or device. Terafina offered Gesa a SaaS-based omnichannel solution that could leverage one platform for every member-facing system.

Gesa Chief Information Officer Raj Bandaru acknowledged the same challenge exists at many financial institutions. His own employees are jumping between several systems during the sales and service process, which is laborious and often frustrating for both employees and members. In addition, cross-sell opportunities are often lost and too much time is being spent training employees on several systems for basic functions.