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A Financial Services CRM Implementation to Improve the Member Experience

Updated: Mar 25

Mountain America Credit Union Seeks to Simplify the User-Customer Experience.


Mountain America Credit Union offers a full suite of financial services to over 100 branches throughout the Midwest. As an organization, they strive to build strong relationships with their members and ultimately guide them toward financial stability and success.


The Challenge

Like many credit unions today, Mountain America focuses on building engagement with its members. They needed deeper insight into member interactions but were limited due to disparate systems. Mountain America had tried other CRM systems, but user adoption was low because it didn’t integrate with critical frontline employee tools, making it difficult to achieve customer satisfaction goals and make their desired connections with members.


The Goals


Goal 1: 360-Degree View of Customer Interactions

As a financial partner, much of the relationship that Mountain America has with its members hinges on positive and efficient interactions. Their member service teams saw the need for increased organization and insight into the history of client calls, chats, and emails.

Mountain America needed a single place where they could track and sort these member interactions, and thereby resolve member needs and answer questions quickly.

Goal 2: Streamline Onboarding Process for New Members

To support lasting relationships, Mountain America also wanted to ensure their new members have a good experience, are looked after and satisfied with their products. When a new member is onboarded, Mountain America wanted to provide proactive engagement and follow-up to help them on their new member journey and proactively address their financial needs.

Goal 3: Tracking Data to Improve Business Decisions

To stay competitive, Mountain America needed to analyze phone call activity with members to improve and streamline the incoming call process. They wanted to decrease their call wait times by sending members to the right agent more quickly. Generally speaking, Mountain America needed to improve call efficiency, internal transfers, and wrap-up time but did not know how to gather and leverage incoming call data. Mountain America needed a more powerful tool to aid in call transfers and improve call wait and response times.

The Solution: Microsoft Dynamics 365 Customer Service

Mountain America found a great Partner in JourneyTEAM to help design and establish a unique omnichannel user experience where users could easily access all customer data when needed.

Final Outcomes

By implementing Microsoft Dynamics 365 Customer Service, Mountain America Credit Union is now able to leverage one tool to connect their member data with a future goal to one day manage all members’ transactional needs.

Improved Customer and User Experience

JourneyTEAM integrated Dynamics 365 and wrote a C# plugin to pull data from a Mountain America written API when opening the member’s account record in D365 to pull up their historical data q