The People-First Strategy Behind Y-12 Credit Union’s Digital Transformation
Y-12 Credit Union set its sights on a technological revolution with a seemingly counterintuitive goal: Deploy more technology for members without losing the warmth of human interactions.
Results
6 Agents Servicing 65 Branches
70% interaction time decrease
Day 1
account openings
About Y-12
Few financial institutions have a story quite like Y-12 Credit Union. It was chartered in June of 1950 by employees of the Y-12 plant in Oak Ridge, Tennessee, a city that had not existed a decade prior. Oak Ridge was a secret city developed by the United States government as a site for the Manhattan Project. Now, the credit union has 16 branches across the Eastern Tennessee area and recently moved into Kentucky as well.
137K Members
17 Branches
$2B in Assets
Helping members get comfortable with new video banking technology
Y-12 deployed an in-house video banking program in a few pilot branches. The program was working, but it was also a significant strain on the staff using it. Y-12 needed a dedicated video platform to craft the enhanced member experience it wanted.
The Challenge
Y-12 audited several video software providers, but ultimately chose Invo for the in-branch solution it was envisioning. One concern the credit union brought to the table was maintaining high-touch, personal interactions. In other words, how would Y-12 deploy new technology without overwhelming its members? Better yet, how could they deploy new features like video banking that members would quickly adopt and grow to love?
Invo’s Solution
Y-12 partnered with Invo to create a deployment strategy emphasizing a smooth transition for members. Well before video banking was deployed in a branch, members were informed of the change and were able to come to Y-12 with any concerns. As a result, the immediate feedback was overwhelmingly positive. Members loved video banking from the get-go and haven’t looked back since.
“Our purpose is to transform the lives of our members.”
Melissa Hubbard
Senior Vice President of Operations at Y-12
Y-12 is a prominent credit union within its market with a unique story. Melissa joined the credit union in 2019, bringing nearly two decades of experience in the financial space.
Preparing staff members for video through intentional training and communication
New technology often brings changes to employee roles, which can spark fear in staff members. Y-12 needed a way to better prepare its staff for the new look.
The Challenge
Once Y-12 decided to deploy video banking in its branches, the next step was getting the staff bought in. Not only did employees need to trust that the platform would work, but they also needed to be reassured that they would be the reason it worked. Before a single video call was made from a Y-12 branch, Invo’s implementation team needed to train management-level employees so that they would train the agents who would be on video. And they needed to do this while the credit union communicated a thorough roll-out plan.
Invo’s Solution
Y-12 and Invo partnered to create a structured rollout strategy for Y-12’s staff. Y-12 addressed staff concerns while diligently outlining how the technology would impact their day-to-day roles. The implementation process included rigorous training and preparation so that every employee in Y-12’s branches knew what was expected of them once video was deployed. This disciplined communication plan created a stress-free deployment, as all employees were trained and prepared for the changes on day-one.
Video banking kiosk at a Southern Bank branch
Deploying video in a way that maximizes personal care for every member
Launching new technology always comes with its bumps and bruises. Y-12 wanted to create an intentional rollout strategy that not only set their staff up for success but also created maximal accessibility for every member.
The Challenge
By the time Y-12 had committed to deploying in-branch video banking kiosks, they were already brainstorming the most efficient way to launch them to their membership. However, it was crucial to create a deployment plan that considered the unique context of each branch. How could Y-12 open up this new technology to its members in a way that they can experience the benefits on day 1? That was the crucial question. The goal: Deploy video banking in a way that serves as many members as possible, without delay.
Invo’s Solution
Y-12 was granular in its deployment, opting for a methodical approach. The team evaluated every branch and decided when each branch would get video banking based on metrics like loan volume and foot traffic. Invo’s turnkey system, along with its minimal hardware requirements, made this sort of plan possible. Y-12 didn’t have to wait on Invo for hardware installations or software updates. The credit union created a strategy that worked best for its members and deployed it with ease, thanks to Invo’s plug-and-play system.
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