SUITLAND, Md.-Andrews FCU is using video to demonstrate to members how new products and services will result from a new core conversion.

"Video's new for me," said AFCU CIO David Perkins. "We thought it would be a good idea for individual members to look at the new capabilities."

The $900-million Andrews Federal will license Jack Henry's Symitar in a project that's scheduled to begin on August 23 and be fully completed by Sept. 1, 2013. More than a half-dozen disparate systems will be consolidated in an effort to reduce the work involved in processing transactions and other tasks, such as rekeying documents as a loan, new account, or report passes through departments.

The credit union also plans to deploy a full suite of new mobile banking products that will eventually include deposits and payments along with transfers and queries. Andrews also plans a renovated voice response system for its contact center, new digital payments, and a redesigned and updated web banking suite, reported American Banker, an affiliate of Credit Union Journal.

For these member-facing features, Andrews FCU plans to produce a series of videos on its website and YouTube to explain each new feature as it's introduced, why it's being introduced and how it relates to its larger core conversion-as well as information about the conversion.

The credit union is still working on the details of the videos, such as production and whether it will use an agency. But the goal is to include members in the process as the credit union upgrades, giving the institution the opportunity to look innovative as well as market its new features. "We want to generate some excitement among the members," Perkins told American Banker.

By producing videos, AFCU hopes to describe how its new core drives a larger strategy of increasing options and channels for consumers. "There may be a demo of some kind of new self-service initiative that's being rolled out so members can educate themselves. If people want to come into a branch or call, that's also fine, but we want to make sure we're reaching everyone on ever channel," says Linda Garboczi, VP-marketing for the credit union, who says content will also include information on how to use new digital services to open accounts, as well as what new services are available.

Fran Kester, national sales manager for Symitar, says he's not aware of other clients that are producing or plan to produce videos tied to core conversions. But he says the capability is there to do so. Jack Henry records internal videos of how its core systems and ancillary products work, generally for use at user conferences and for sales to other credit unions. Some of the tech firm's content may be repurposed in some way for the CU's videos.

AFCU's goal is to improve member experience by integrating data from across departments to feed analysis for faster decisions on products and broader service options for tellers.




Subscribe Now

Authoritative analysis and perspective for every segment of the credit union industry

14-Day Free Trial

No credit card required. Complete access to articles, breaking news and industry data.