Baxter Credit Union: Banking done right

BCU (Baxter Credit Union) is based in Vernon Hills, IL and has over 400,000 members nationwide. BCU was looking for a full-service Sitecore partner that can provide project-based services and 24/7 managed services. BCU selected RBA to take over the day to day management and enhancements of their main website hosted on Sitecore in Azure.


Keeping pace with consumer needs

BCU had challenges keeping pace with the needs of their business segments and product lines for digital engagement with their members. BCU’s release schedule was 8 weeks apart and often required a significant amount of UAT and QA cycles for minor features and enhancements. Additionally, some of the core features of the Sitecore platform including personalization and analytics were unusable making it hard to drive meaningful engagement and cross-sell up-sell activity.


It’s all in the numbers

Since the relaunch of the Home Loans and Mortgage components of the site and an integrated marketing campaign, there has been an increase in site traffic and a corresponding 28% increase in loan and mortgage applications. This improvement has helped set the stage for additional enhancements to the digital experience.

How we did it

Key components

Strategy, Insight, and Analytics

Harnessing the power of Sitecore Experience Analytics, Google Analytics, Google Tag Manager, and Power BI, RBA was able to deliver ongoing insights that drove leads and incremental revenue. RBA had to partner with our clients to share insights across the organization.

Personalized interactions

Using BCU’s existing marketing personas as a starting point, we envisioned a personalization roadmap that took all aspects of a member’s lifecycle into account. This included different product lines such as auto loans, credit cards, and home mortgage.

Cloud Infrastructure & PaaS

Using a modern Platform as a Service (PaaS) approach using the scalability and flexibility of Microsoft Azure, RBA was able to take advantage of the benefits of the cloud, minimizing the need for extensive IT management. This allows the BCU marketing & product teams to focus on driving growth through digital.

Managed Services

We provide 24/7 monitoring and support for all BCU web properties. Including disaster recovery, high-availability, and application maintenance services. 

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