Credit union members expect to be "known" by their financial institution through whichever channel they transact through. Members want a consistent experience— self-service or physical service with convenience, 24/7 availability, frictionless service and fulfillment, protection from fraud, financial advisory assistance, and knowledgeable branch and contact center staff.

Members expect to sign in to existing online accounts and have the system automatically populate applications, call the contact center and pick up the conversation where they left off, or start an application on their phone and finish it in the branch. They don't want to say or re-enter the same data over and over, restart from the beginning because they are directed to another channel or engage multiple systems to complete a single transaction.