Baxter Credit Union: Banking Done Right
Service
DevOps, Digital Experience
Industry
Financial
Platform
Sitecore
Key Terms
Digital Strategy, Personalization, Cloud Platform, and Managed Services.
Quick Snapshot
Elevating BCU’s digital journey through scalable cloud solutions and tailored member engagement.
Challenge
BCU, a credit union with over 400,000 members nationwide, faced significant challenges in keeping up with the digital engagement needs of its diverse business segments and product lines. Their 8-week release cycle was too slow to address evolving consumer demands, and lengthy UAT and QA cycles for even minor updates hindered agility.
The underutilization of key Sitecore features such as personalization and analytics left BCU unable to drive meaningful member engagement or capitalize on cross-sell and up-sell opportunities.
Solution
BCU partnered with RBA to transform its digital presence by leveraging a combination of strategy, analytics, and technology. RBA harnessed Sitecore Experience Analytics, Google Analytics, and Power BI to deliver actionable insights, driving incremental revenue and better member engagement. A personalization roadmap was built using BCU’s existing marketing personas, enabling tailored interactions across product lines such as auto loans, credit cards, and mortgages. Utilizing a modern Platform as a Service (PaaS) approach on Microsoft Azure, RBA improved scalability and reduced IT overhead.
Impact
The relaunch of BCU’s Home Loans and Mortgage components, coupled with an integrated marketing campaign, resulted in a 28% increase in loan and mortgage applications. This surge in activity not only demonstrated the success of the enhanced digital experience but also laid the foundation for future innovations. By delivering personalized interactions, real-time insights, and scalable infrastructure, RBA empowered BCU to better meet member needs, drive growth, and streamline operational efficiency.
Process
RBA approached BCU’s challenges with a comprehensive strategy focused on optimizing their digital ecosystem and aligning it with member needs and business goals. The process began with leveraging tools like Sitecore Experience Analytics, Google Analytics, and Power BI to analyze member interactions and performance, providing actionable insights that informed enhancements across their platform. Building on BCU’s existing marketing personas, RBA developed a personalization roadmap to deliver tailored experiences across product lines, driving engagement and increasing cross-sell and up-sell opportunities. To ensure scalability and reliability, RBA transitioned BCU’s Sitecore platform to Microsoft Azure’s Platform as a Service (PaaS) model, reducing IT overhead and enabling the marketing team to focus on growth initiatives. Around-the-clock managed services, including application maintenance and disaster recovery, guaranteed high availability and operational security. Finally, RBA introduced agile workflows to streamline release cycles, enabling faster updates and supporting the successful relaunch of Home Loans and Mortgage components, which, combined with an integrated marketing campaign, drove a 28% increase in applications. This holistic approach not only addressed immediate challenges but positioned BCU for long-term digital success.
Strategy, Insight & Analytics
Personalized Interactions
Cloud Infrastructure & PaaS
Managed Services
Solution
The final solution delivered by RBA for BCU was a comprehensive transformation of their digital ecosystem, enabling them to better serve their 400,000+ members and meet evolving business needs. RBA optimized BCU’s Sitecore platform by migrating it to Microsoft Azure’s scalable PaaS model, significantly improving reliability, flexibility, and operational efficiency. Leveraging advanced tools like Sitecore Experience Analytics and Power BI, RBA provided actionable insights that drove meaningful engagement and increased lead generation.
A tailored personalization roadmap was implemented, aligning with member lifecycles and delivering targeted experiences across product lines such as auto loans, credit cards, and mortgages. RBA also streamlined BCU’s release cycles, reducing time-to-market for updates, and provided 24/7 managed services, ensuring high availability, disaster recovery, and seamless operation of their web properties. These enhancements culminated in a highly responsive and engaging digital platform, highlighted by a 28% increase in loan and mortgage applications following the relaunch of key site components and an integrated marketing campaign, setting the stage for continued innovation and growth.
Keeping pace with consumer needs
Strategy, Insight & Analytics
