Advia Credit Union has a mission to provide financial advantages by offering the quickest, easiest solutions to its more than 170,000 members across Michigan, Wisconsin and Illinois. In working to maximize the value of its wide range of financial services, Advia looked to implement a customer service experience that embraced a similar philosophy of people helping people.
“Our institution had experienced rapid growth due to acquisitions and mergers. As a result, there were different systems and multiple points of contact to reach us. And there was no accountability for servicing — it was hard to do business with us,” said Rey Chavez, Director of the Member Contact Center at Advia Credit Union. “Our approach started with a simple initiative to look for a live chat option, but when we partnered with a third-party vendor to handle the webchat and after-hours servicing, it didn’t solve all of our issues.”
Advia found that as the third-party vendor’s volume grew, so did the cost of the service. And that created more tickets for the in-house team to handle. Members also wanted more ways to contact Advia; calls were doubling in volume — the customer contact team was left frustrated because of the rising number of requests.
“We wanted to see how we could deflect some of the more common questions into a bot or FAQ to service the members faster through another channel,” said Chavez. “When we did our research in the AI space, it became very evident that the Genesys DX solution was going to be much more forward-thinking. It had the simplest user interface, and we knew their team would be a good partner to help us map out our AI journey.”
During that research process, Advia found Genesys DX to be a robust solution. Its natural language processing (NLP) could handle customer queries — and that made it easy for agents to use in their daily workflow.
To best serve its members, Advia evolved the customer contact center into a multichannel operation. It brought live chat back in-house to boost the overall experience, replaced and updated the FAQ section of the website with consistent messaging, and implemented a ticket system through a chatbot for after-hours servicing. With the assistance of Genesys DX, Ava — the AI-enabled Advia chatbot — launched with great success.