SAN DIEGO, Calif.-The ability to effectively interface with busy members on the run has made mobile chat an increasingly popular feature with members of San Diego County Credit Union (SDCCU).
"It's important for SDCCU to stay ahead of the curve and leverage innovation and technology to differentiate our banking experience," said Executive Vice President of Information Technology, Heather Moshier. "We're one of the first financial institutions to offer a mobile chat service."
SDCCU launched its mobile banking platform in 2009, and then a year later added the chat feature to the site to better assist virtual members. The same premise was the case in July 2012, when LivePerson's cloud-based Plug and Play offered iPhone users the same experience. Android users were brought into the fold in October.
"As more consumers shift towards mobile-based interactions, it's becoming increasingly important for businesses to meaningfully connect with consumers via their mobile device of choice," said Ethan Alexander, head of mobile for LivePerson, which describes itself as a provider of real-time intelligent engagement solutions that increase conversations and improve consumer experiences. Alexander said that the LivePerson solution integrates with iOS applications and Android-optimized mobile sites.
Streaming Member Support
SDCCU is following LivePerson's advice when it comes to best practices in chat, which recommends keeping interactions as long as a typical Twitter exchange. "We keep responses to around 140 characters due to screen size," said Moshier. "This allows for quicker handling of mobile queries. Mobile members have less patience when it comes to waiting for an answer."
The $6-billion SDCCU has 650 employees serving 245,000 members throughout its 29 branches, but the mobile functionality is aimed squarely at a mobile, southern California membership. Moshier explained that from signing the contract with LivePerson to going live approximately six weeks transpired, which included testing and agent training.
"I think more and more SDCCU members will begin to rely on mobile chat as a preferred way to connect with us," said Moshier. "This allows members to bank virtually anywhere and helps them to do business with us more efficiently."
Shorter Interactions
On average, mobile chats tend to result in shorter interactions since the queries are straightforward such as branch location addresses, hours of operation and basic account questions, explained Moshier. Plus, compared to traditional member phone support, chat is a cheaper, but equally helpful option.
"Mobile chats are far more cost effective then one-on-one phone call support," said Moshier. "Since mobile members are generally on-the-go, they want quick answers so they can complete their inquiry and get on with their business. It's really a win-win for the member and our member service team."
Many of the logical concerns related to chat technology have been mitigated by LivePerson, explained Alexander. For example, members are automatically reconnected if the chat session is dropped due to a lost connection. Other interesting features include a member's ability to share their mobile screens with their chat agent and visual cues where chat agents can point to locations on a member's screen showing them where to "tap, swipe or flick."
With the new platform, SDCCU believes it has a fully optimized mobile site. "This not only helps members to have an optimal mobile experience and easily navigate required information, but also allows LivePerson's overlay chat window to fit cleanly into the various screens," said Moshier.
Additional benefits of the platform include a coded package that enables the website to embed the mobile chat offering.
"Our agents can know everything from the type of mobile device, operating system and page in which the chat was initiated," noted Moshier. "This can help the agent identify how best to help a mobile visitor."
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