Digital Branch
People’s Choice Credit Union open a ‘digital branch’ with millions of dollars of revenue every month.
The challenge
Transitioning to 'always open'
As one of the largest credit unions in Australia, People’s Choice Credit Union recognises the need to evolve with advances in financial technology. Fusion worked with People’s Choice to realise their holistic digital strategy centred around the concept of a ‘digital branch’ that guides its members through a personalised banking experience. After the development of the core digital strategy, the Executive of People’s Choice has engaged Fusion to further develop related strategies on the themes of ‘omni-channel seamlessness’ and ‘financial coaching’.
Deliverables
Strategy / Website / Digital Strategy / SEO/SEM
The Strategy
The customer is no.1
Fusion’s digital outcomes for People’s Choice are constantly evolving to meet the demands of an increasingly online customer base, providing members with the tools they need to achieve their financial goals. A major part of this strategy is creating a digital branch, using platforms like native mobile banking, internet banking and product acquisition tools to ensure the brand is always available, always knowledgeable and always putting the customer first.
The Design
An empowering experience
The website delivers an intuitive user experience to people, whatever device they are using. Responsive design tempered with high consideration for accessibility allows all customer journeys to be fulfilled both quickly and easily. The Digital Branch houses a suite of powerful tools to empower potential and existing members to find, apply for and manage their products and services, including categorised search, online home loan application, product comparison and product selector. Thanks to EPiServer Content Management System, the website is responsive, consistent and accessible. It further allows People’s Choice to easily control content across the entire website, making the onerous job of updating details like rates on each individual page a thing of the past.
The Tool
Location, location, location
With the aim of aiding customer retention by improving the member experience, we designed a geo-locator tool within EPiServer that pinpoints the user’s location. The tool then intuitively shows the nearest branch and ATM, alongside news and weather. Little details like this keep customers engaged by creating a destination of continuing value.
The Calculator
Changing the way you borrow
At the heart of People Choice’s business is rebellious attitude. To reflect this brand value, Fusion created a Personal Loan Calculator that replaces generic third-party calculators and brings an element of fun to the loan application process. The switch from tool to loan application is consciously integrated into the brand’s aesthetics. By designing iconography that adapts to how much the member is looking at borrowing, we created a space for the member to enjoy and linger in. Time that members spend on the calculator page increased by 76%, indicating increased member engagement.
The Results
Increased satisfaction with digitised banking
As one of the first Australian credit unions to fully embrace this shift towards digitised banking, People Choice has seen a dramatic increase in sales and customer satisfaction.
450%
increase in loan applications
560%
increase in loan settlements
50%
increase in memberships
Fusion have been on hand to deliver a number of large scale website releases, and have steered People's Choice through a detailed and significant migration to an all new and responsive CMS. Their dedication and work ethic is strong, and they are passionate about digital - seeking opportunity to grow our brand and take us to the next step, and helping to push us along with new ideas, insights and creativity.
Fusion are methodical in their process, and as a result, we have been really happy with the end results delivered for us and most importantly for our members.
Brent Hill, Senior Manager, Marketing Communications
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