Embracing Technology: E-branch, Texting, and Google Reviews

Credit union name: Alhambra CU

Location: Phoenix, AZ

Asset size: $32 Million

Field of membership: Community

President/CEO: Eddie Moraga

Alhambra Credit Union located in Phoenix, AZ, has set itself apart as a pioneer in utilizing  technology to enhance member experience. With $32 million in assets, Alhambra CU has leveraged modern digital solutions to ensure convenience and access for members, affirming its commitment to serving their needs in a changing technological landscape.

At the forefront of Alhambra CU’s technological advancement is the establishment of its E-branch. This centralized digital hub serves as a conduit for all incoming communications such as: phone calls, emails, texts that are handled by a dedicated team comprised of a member service representative and a part-time lender. This approach not only improved the credit union response times, but also facilitated the reallocation of its physical branches’ resources to focus more on in-person member interactions and service. Consequently, the E-branch has become an integral component in managing member relationships and ensuring that every interaction is handled with efficiency and care.

Alhambra CU has also implemented Eltropy’s text messaging service, recognizing the importance of communicating member satisfaction. This application has become a gamechanger in the way  the credit union interacts with its members, from promoting loans to improving collections. Text messaging offers a personal touch, making members feel more connected and supported by their financial institution. Additionally, the credit union uses templates for common communications, educating members about their finances and providing timely reminders and updates, which enhances transparency and trust.

Utilizing the power of social media, Alhambra CU actively encourages members to place Google reviews. These reviews enhance the credit union’s online presence and credibility resulting  in attracting new members and growing its community footprint. The staff at the E-branch fuel these review campaigns, putting on display the integration of customer service excellence with digital marketing strategy.

Moreover, Alhambra CU is ready to introduce “Ava,” a webchat service on their website designed to serve their predominantly female and minority community. Ava will act as a virtual assistant, providing members with instant access to information and services while enhancing member experience on the website. This initiative will not only increase web traffic but will also improve member engagement and satisfaction.

With the success of the E-branch and other digital initiatives, Alhambra CU plans to expand these services. The credit union sees a positive trajectory in member experience and is preparing to scale up its operations to meet the growing demand. This includes increasing the staffing of the E-branch to continue providing exceptional service and support to its members.

Alhambra Credit Union’s strategic investment in technology has not only streamlined operations but also profoundly enhanced member engagement. By adopting digital solutions like the E-branch, text messaging services, and innovative webchat functionalities, Alhambra CU ensures that it remains at the cutting edge of the financial services industry. These advancements demonstrate the credit union’s commitment to innovation and its dedication to serving its community effectively, making it a model for other credit unions aiming to modernize their operations and member interactions.

The above profile was curated from Alhambra Credit Union: “Technology: E-branch, Texting, and Google Reviews”, a submission in the Blueprints for Small Credit Union Success published by America’s Credit Unions – March 2024