Member experience drives digital dealings at Bay Federal

The California cooperative is four years into a digital evolution that relies heavily on member feedback.

Bay Federal Credit Union($1.1B, Capitola, CA) is four years into a new digital presence that it continually upgrades by listening to the Voice of the Member.

That’s the name of the program the Silicon Valley cooperative uses to gauge how members feel about their cooperative’s website and mobile apps.

Chief experience officer Ryan Cash says the new platform “rose from the ashes” of its old system in an effort called Project Phoenix, which replaced separate software deployments for money movement, account aggregation, and budgeting tools.

Cash joined the credit union not long after the new platform went live. He’s been overseeing the member experience since as Bay Federal grows functionality and adoption.


continue reading »