How a new member experience revived an old online application

MSUFCU journey mapped its eight-year-old online loan application process to identify, and address, pain points.

The member experience is a powerful motivator. According to recent statistics, nearly 75% of respondents identify experience as an important factor in purchasing decisions and 65% say a positive experience is more influential than great advertising. Research from Walker says experience is on track to overtake price and product as the key brand differentiator by next year.

Michigan State University Federal Credit Union($4.2B, East Lansing, MI) aims to build a positive member experience by meeting, and exceeding, its members’ expectations. To do that might require introducing new products or services to meet new needs, but in the case of its online new membership application, MSUFCU knew an update was necessary.

“We last touched it in 2010,” says Sam Amburgey, MSUFCU’s chief information officer. “We needed to revise it.”


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