Success story: A digital banking conversion & a sharp rebound in satisfaction
What helped the digital banking conversion at ORNL Federal Credit Union go so smoothly? Its chief operating officer shares details about the strategy that led to a remarkably speedy recovery in its satisfaction scores. One factor is the “all hands on deck” approach ORNL took to managing call center and chat queries in the weeks after its new online and mobile banking platform went live. Its experience offers insights for others undertaking major digital projects.
Leaders at ORNL Federal Credit Union felt they had at least one good reason to pursue a digital banking conversion. Members occasionally had problems logging into their accounts, and they were not shy about sharing their frustration.
“Downtime is not okay in a digital banking environment,” says Dawn Brummett, chief operating officer at the $3.1 billion-asset credit union in Oak Ridge, Tenn.
In 2021, the credit union decided to switch to a new provider and upgrade the digital experience for its 190,000 members, of which 109,000 were banking online or via the mobile app at the time.
It had several key goals, including eliminating the downtime that too often prevented access to digital banking and adding a dedicated platform for business customers, who were using a system designed primarily for retail customers.
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