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Customer Success Story

Randolph-Brooks Federal Credit Union (RBFCU)

RBFCU sees rapid growth in online account openings and business volume


Customer Overview

Considered the fastest growing credit union in the state, Randolph-Brooks Federal Credit Union (RBFCU) serves 475,000 members in fourteen communities in South Central Texas. The member-owned, not-for-profit financial cooperative employs more than 1,200 people in 40 branches. Last year, the credit union surpassed $6 billion in assets and $3.9 billion in loans.

Customer Challenge

RBFCU embraced online banking in 1999 when the trend was still in its infancy. Since that time, the credit union has continuously added a host of convenient self-services, relying on strategic vendors like Bottomline Technologies. More recently, when RBFCU needed to help customers apply for new accounts without visiting a branch office and improve its ability to cross-sell new products such as credit cards, they turned to Bottomline for help.

Bottomline’s Online Account Opening for Consumers

Three years ago, RBFCU implemented Bottomline Online Account Opening for Consumers so prospective members could apply for direct deposit accounts without traveling to a branch - a real convenience in rural Texas.

RBFCU also uses social media, smart banners, browser listings and geo-targeted online ads to drive website activity. Once engaged with the website, Bottomline Online Account Opening for Consumers cross-sell functionality enables members to evaluate new products.

Results

The suite of online services makes it possible for members to complete all banking transactions without ever visiting a branch, increasing customer satisfaction, and minimizing call center interactions. The credit union has enjoyed consistent and rapid growth in online account openings and business volume, thanks to the quality of their account opening customer experience and digital marketing efforts.

In the Customer’s Own Words

“We give members and potential members the chance to strike while the iron is hot. If they see an advertisement about membership, free checking, or a low loan rate, they don’t have to wait to visit a branch. They can open a new account, add checking, get a debit card, or apply for a loan online. We understand their busy lifestyles and we meet them where they are.”

Mary O’Rourke, Chief Information Officer, RBFCU

By 2020, 35% of the market will be in play due to digital disruption created by demographic shifts, cloud, mobile and big data. Will your user experience win market share ?

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