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With nine full-service branches and more than $1.3 billion in assets, Technology Credit Union ranks in the top one percent of
U.S. credit unions. Founded in 1960 by employees at Fairchild Semiconductor, the firm is dedicated to serving professionals throughout Silicon Valley and the greater San Francisco Bay Area with a complete portfolio of financial services. |
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The Challenge
Until recently however, despite its high-tech roots and clientele, Tech CU lagged far behind its retail banking competitors in offering a full-service interactive experience. Like many institutions in the not-for-profit credit union segment, Tech CU hadn’t invested the time and attention necessary to fully integrate its online channel, or to fully replicate its branch office services in the online environment. As a result, its web site had become a significant liability in the vitally important campaign to attract new members—particularly young, technology-savvy ones. Like an increasing number of credit unions nationwide, Tech CU turned to Extractable to re-energize its interactive member experience.
Extractable began the project with a comprehensive discovery survey to identify and document Tech CU’s business goals, competitive positioning, brand anatomy, functional and application requirements, and future plans for the site. Our strategy, design, and technical teams conducted an existing site audit and usability analysis, competitive site analyses, and extensive interviews with all site stakeholders, including executive leadership and departmental-level management.
The Solution
Extractable’s discovery work identified five critical business goals for the new site:
- Attracting new members
- Deepening relationships with existing members
- Promoting all key products and services
- Unifying and standardizing brand presentation
- Providing a comprehensive web branch experience
The Impact
Member response to the new Tech CU web site has been enthusiastic and overwhelmingly positive, and suggestions collected through a new feedback feature have provided the impetus for additional new features, content and services. Today, Tech CU’s online member experience stands on a par with anything its retail banking competitors can offer.
The new Technology Credit Union is live at http://www.techcu.com.