CUTX Uses Digital Transformation to Better Serve CU Membership

The credit union is beginning a strategic initiative to further enhance the member and employee experience.

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2018 was a transformative year for the $1.42 billion, Dallas-based Credit Union of Texas, including new digital technology to better serve its growing membership, and implementation of a community engagement strategy.

CUTX has more than 140,000 members and embarked on a digital strategy to change its banking processes through all member-facing channels. A new Symitar core solution, along with a CRM solution from Salesforce, are the start of the strategic initiative to further enhance the member and employee experience.

“Our goal is to have a 360-degree view of our members, all in one place, so that as our employees are interacting with members, they are able to see real time data, including member searches on our site and the channels to which they are responding,” CUTX president/CEO Eric Pointer said. “This allows us to offer the most relevant financial solutions, not canned next-best product offerings. We want to provide a personalized experience for each member.”

In addition, because giving back to surrounding communities has always been a top priority for CUTX, the credit union established a community engagement strategy. This encompassed strengthening the communities they serve by promoting education and supporting first responders and veterans in their service areas.

CUTX, which is open to anyone who lives, works or attends higher education in the Dallas-Fort Worth metroplex and surrounding areas, was awarded a 2018 Best Practices Award for improved hiring processes. The credit union implemented a multifaceted approach for hiring, including a new style of interviewing candidates. This saved CUTX thousands of dollars and reduced time spent finding the most qualified candidates.

Pointer noted, “Every CUTX employee plays a vital role in our growth and accomplishments.  Our culture is based on the mantra ‘People before Profit.’  This includes putting members first and treating employees well. Caring, understanding, teaching and exceeding member expectations are our guiding principles, and in 2019 we will be even more attuned to these values.”

The credit union also expanded with a new branch in Wylie, which is the credit union’s 12th location to serve the northeast region of the Dallas-Fort Worth Metroplex and is part of a larger growth strategy, which includes relocating corporate headquarters to Allen and opening an additional branch in McKinney this year. New branches in Allen and Frisco will soon follow.

“Providing convenient locations where members live and work is a top priority,” Pointer added. “As we look at our future growth, Allen is the perfect location for our new headquarters as it puts us in the center of our expanded footprint.”