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The pandemic has accelerated consumers’ adoption of and engagement with digital technology. According to consulting firm McKinsey & Co., digital transformation has accelerated by seven years on average. And for credit unions, this acceleration has been experienced as a dramatic shift from in-person engagement to service via phone, drive-thru window and mobile device.

While there has been an increase in online channel engagement, friction still exists for members who use the phone and drive-thru channels. The most common reason friction occurs is because the credit union has migrated from in-person to drive-thru service without considering a complete picture of the transition. Specifically, they are not using the data available to fully understand branch transactions and the time and resources that are needed to migrate as smoothly as possible.

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