New Year’s resolution: Build a better member onboarding program
BECU used member insights to rebuild its onboarding process, acclimating members to the credit union in one-third of the time.
Successful onboarding requires two chief ingredients, says Stacey Collins, director of experience design at BECU ($18.8B, Tukwila, WA): Good content and good timing.
Members typically join the credit union for a specific reason but are often unaware of the full scope of its offerings. Onboarding ideally educates members about products and services as well as underscores the value of these offerings. To do that well, the credit union must present members with the messages they need, when they need them. So, BECU created more personalized messages and rethought its onboarding schedule altogether.
Onboarding In One-Third Time
In late 2016, BECU crossed an important threshold: 1 million members. In the years since, membership at the nation’s fourth-largest credit union has grown at a faster pace than other credit unions with assets greater than $1 billion. It’s this membership growth that spurred BECU in 2017 to review its onboarding processes.
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