Digital transformation for customer communications

Introduction

Voice of the Customer: First West Credit Union Tackles Operational Complexity with Doxim CRM

First West Credit Union had a challenge that will be familiar to many community financial institutions. Like many larger credit unions, First West was formed through the merger of 4 smaller regional CUs. The mergers were welcomed by members, who gained access to more branches and a wider array of financial services.

Voice of the Customer: First West Credit Union Tackles Operational Complexity with Doxim CRM

First West Credit Union had a challenge that will be familiar to many community financial institutions. Like many larger credit unions, First West was formed through the merger of 4 smaller regional CUs. The mergers were welcomed by members, who gained access to more branches and a wider array of financial services.


By Olga Zakharenkava

But the mergers also created a complex back office with 4 core systems and nearly a dozen secondary systems performing CRM functions. It was difficult for First West staff to get a unified picture of members and their interactions with the organization.

First West

First West selected Doxim® CRM as its enterprise CRM solution, to provide a single view of members across all divisions. To ensure success, a cross-departmental team first meticulously documented First West’s CRM strategy including goals for system rationalization and process harmonization, then ran a pilot program to ensure the system met everyone’s needs.

Now, following this successful pilot program, the CRM solution has been rolled out to 1100+ users, providing them with a central location to record member interactions and track referrals. Doxim CRM empowers First West users at all branches and locations, across all lines of business, to provide a consistent, high-quality advisory experience.

Does First West’s back office situation sound painfully familiar to you? To learn more about how the First West team achieved their successful CRM implementation, start by reading our press release, or watch the First West team explain in their own words how Doxim CRM has increased operational efficiency and improved the member experience.

Peta Wales, VP of Operations at First West describes how a full 360-degree member view facilitates advisory-based communications and creates success for staff and members alike.

David Arrowsmith, Vice President of Business Solutions, talks about how the CU selected Doxim CRM, and which features set the solution apart.

Then, if your legacy back-office systems are compromising your member experience but a total core modernization project is out of reach, why not explore how Doxim CRM can be used for system unification? Book a personal demo with a Doxim expert today, and we’ll talk you through how it works.

Olga

About the Author

As the VP of Demand Marketing at Doxim, Olga helps financial institutions grow through improved customer experience and increased engagement. She is passionate about helping businesses choose the right technology to solve their challenges.

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