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Case Study Gesa Credit Union

Gesa Credit Union Partners with Avtex to Create Seamless Member Experience After Merger

Neighborhood credit union feature

The Problem

Merging companies is never an easy task—especially when it requires deploying a brand-new joint experience to both sets of members. So, when Inspirus and Gesa credit unions announced they were joining forces, focus turned immediately to how they could continue to best serve both of their member bases moving forward. Gesa and Inspirus turned to Avtex to better understand their existing member and employee journeys and to design a modernized member experience strategy.

Gesa Credit Union

The Solution

Gesa partnered with Avtex to bring in CX consultation expertise to map current member journeys and touchpoints for each credit union. They chose Avtex for its deep experience with Gesa’s business and with credit union CX best practices. Once they identified these existing journeys, they charted a new course for a new ultimate combined member experience that augmented traditional approaches to member service with virtual contact opportunities, digital delivery of services, and online transactions.

As part of this future-state strategic exercise, the integration team pinpointed each touchpoint that would need to change, as well as the logistics and communications each change would require to better inform and prepare members for a seamless transition.

Avtex helped us think through every aspect of our contact center transformation—from the employee experience to the multitude of channels we wanted to offer our members. Now we are able to provide our members the seamless virtual banking experiences they crave as we continue to design future virtual solutions.
Natalia Han, VP of Virtual Branching | Gesa Credit Union

Avtex helped Gesa exceed its goal to increase member engagement through its app. Of nearly 80,000 new Inspirus members who were transitioned to the Gesa Credit Union family as part of the merger, 82% adopted the app—much higher than the initial 50% goal the combined organization set for itself.

Read the full Gesa Credit Union case study.

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