Any Transaction. Anywhere.
How ORNL FCU is Going Outside the Lines
to Change the Member Journey

CASE STUDY: ORNL FEDERAL CREDIT UNION

The Challenges

End Rigid Engagement with Members

ORNL was looking for a branch experience that was easier to navigate and gave members more of a retail feel versus being next in line or forced into a queue. A member should be able to walk in and be engaged with an employee right away.

Enable Free Movement During Transactions

ORNL wanted to adopt a Universal Associate model where any employee could help a member with any transaction.  No more siloed job functions, offices and teller lines–but rather a fluid journey with between a member and one employee.

Improve Time Spent With Members in the Branch

To keep the member experience exceptional, ORNL wanted to get members in and out of the branch in a timely manner, while delivering an elevated service experience. Having members wait in line, being passed around to different employees, and a cumbersome process was holding ORNL FCU back.

The Story

ORNL was on a mission – to reimagine how they did business with members. And they realized the traditional teller line and queue mentality wasn’t what consumers wanted from a retail experience.

As Janita Clausell, Senior VP and Chief Member Experience Officer puts it,”We’re not the Price is Right with a ‘come on down’ type of mentality. Instead, we want our staff to come to members the moment they walk in the door, and have the ability to serve them from start to finish.”

So ORNL gathered their staff to build their vision of marrying technology and people to enable Universal Associates, open branches, and exceptional member engagement strategies.

The problem was a huge gap in the technology that would actually allow them to accomplish their goals.

Thankfully, ORNL FCU met CFM at a local conference, and immediately saw how Remote Transaction Assist (RTA) was the answer to their challenge.

The Result

RTA was as easy to deploy as it is to use!  Working closely with the CFM team, ORNL FCU got RTA installed and up in running in their branches in one day.

Renee Pemberton, Automated Equipment Manager for ORNL enthused, “the implementation process was so easy.”

Even better, the staff were just as quick to use RTA and see the benefits. Transactions were faster, sitting down to work with a member was so much easier. Their only feedback was wishing they had RTA sooner!

“It’s exciting when a new process is so much easier than the previous.  RTA adds so many conveniences in so many different areas, it’s unbelievable,” adds Megan Sandiford, Branch Manager.

It’s easy to see this technology has changed the way staff engages and interacts with members, truly delivering the experience and Universal service ORNL set out to achieve.

CFM X-Factor

  • The core integration experts at CFM were able to provide ORNL with a simple process and one software solution that addressed all of their needs. ORNL FCU was up and running the same day they installed!
  • By creating an efficient environment that married technology and people–powered by CFM and RTA–ORNL was able to exceed member expectations for a differentiated experience. Staff are now their human queue line, ready to serve members in any way!
  • With the added flexibility of handling transactions through RTA, relationship building and advisory conversations have jumped.  The personal interaction of taking a member into an office for a cash transaction leads to more opportunities to discuss financial products in a private.  A win for everybody!