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Unitus Community Credit Union, the eighth-largest credit union in Oregon with more than 105,000 members, has demonstrated an exceptional commitment to serving and empowering the local Hispanic community. With the Hispanic population in the Portland metro area rapidly growing, Unitus is focused on serving this historically underrepresented community in a genuine and authentic way. Guided by strategic pillars focused on inclusion, innovation, and inspiring service, Unitus has made significant strides in expanding access to essential financial services and resources.
To serve the growing Hispanic community, Unitus leveraged Glia to provide chat, audio, and video interactions in Spanish, with dedicated Spanish speaking employees handling these interactions. To further enhance the member experience, Unitus implemented a Spanish language Glia Virtual Assistant (GVA) that offers a consultative approach 24/7 in both English and Spanish. This virtual assistant is designed to seamlessly hand off interactions to member advocates when needed, ensuring that members always have access to human support. By breaking down language barriers, Unitus is not just providing banking services; it's opening doors to financial opportunities that were previously out of reach for many in Oregon’s Hispanic and immigrant communities.
The credit union recognizes the deep-rooted value in connecting on a human level. By implementing Glia, Unitus is able to maintain these personal connections at scale, effectively bridging not just a language gap, but a cultural one as well. This approach allows them to honor the importance of relationship-building while serving their Hispanic members efficiently and authentically. Through these personalized interactions, Unitus is helping Hispanic families navigate the complex American financial system, so they can make decisions with confidence, paving the way for generational wealth-building.
Since implementing the Spanish language virtual assistant in July 2023, Unitus has experienced a 428% increase in Spanish chats with an overall containment rate of 87%. By comparing Tethr effort scores between the English and Spanish GVAs, Unitus ensured that the Spanish language GVA provided a frictionless experience for its members. Over the last three months, the Spanish language GVA contained 78% of interactions, while English chats had a higher transfer rate of 35% to human agents, showcasing the efficiency and effectiveness of the Spanish-language GVA in meeting the needs of the Hispanic community. These numbers represent more than just improved efficiency; they signify countless members gaining easier access to financial services, empowering them to take control of their financial futures.
The integration of the Glia Virtual Assistant has also had a profound impact on Unitus' overall chat engagement efficiency. The virtual assistants have significantly reduced the average speed of answer by 60 seconds, resulting in lower abandonment rates and a higher volume of chats successfully addressed. The abandonment rate has decreased by 8.75%, demonstrating the effectiveness of the virtual assistants in providing timely support to members. Additionally, the automation has freed up valuable time for the virtual branch team members, allowing them toallocate more resources to other communication channels. As a result, Unitus has observed a decrease in email response time by 15.5 hours, ensuring that members receive prompt and detailed assistance with their inquiries. This improved efficiency translates to real-world impact: members can now get quick answers to pressing financial questions, helping them make informed decisions that can positively shape their financial well-being.
Unitus Community Credit Union recognized that truly serving the Hispanic community goes beyond mere translation into Spanish; it requires creating genuine native understanding. To ensure its online banking system effectively serves this community, Unitus took a strategic approach that involved simplifying menu options and ensuring translations resonated authentically with native Spanish speakers.
The credit union engaged a diverse group of stakeholders in the translation process, including an internal team, a marketing firm, an Hispanic advisory board, and external members. This comprehensive collaboration underscores Unitus' commitment to getting the language right, not just linguistically, but culturally. The rigorous language testing process aimed to ensure that the right words were used in the right contexts, truly connecting with the community's needs and cultural nuances. By speaking the cultural language of its members, Unitus is fostering a sense of belonging that extends far beyond financial transactions, creating a community where Hispanic members feel truly understood and valued.
Unitus applied this approach not only to its online banking system, but also to its virtual assistant. This resulted in "Tely" a smiling virtual assistant designed to enhance the banking experience for Unitus' members. The new identity of the virtual assistant was a collaborative effort, with multiple teams working together to ensure that it would resonate with members. Tely isn't just a virtual assistant; it's a friendly face that welcomes members into the world of digital banking, making complex financial concepts more approachable and less intimidating.
“We are so proud to be the first credit union in the Pacific Northwest to offer a Spanish-language ChatBot named Tely.” said Steven Stapp, President and CEO at Unitus Community Credit Union. “Nearly 9% of Oregonians speak Spanish as their primary language in the home. We believe communication and relationship-building is at the heart of our service model, and this new tool will help improve access to anyone who prefers a Spanish language interaction.”
Going beyond traditional financial institution practices, Unitus actively sought to understand and meet the unique needs of the Hispanic community. This commitment to serving the community rather than pursuing self-interest is evident in how Unitus has designed products that speak directly to the immediate needs of Hispanic members. By tailoring its services to the specific needs of this community, Unitus is helping to close the wealth gap and create more equitable financial opportunities for all.
A prime example of this tailored approach is the repositioning of their personal loan offering as an "immigration loan". This product was specifically designed to assist with the often-overlooked administrative costs of the immigration process, addressing a crucial need within the community. By aligning their products and services with the particularities of the Hispanic community, Unitus has not only made banking more accessible but also reduced the likelihood of members resorting to predatory lenders outside the credit union system. Through these thoughtfully designed products, Unitus is helping Hispanic families navigate the complex journey of immigration while maintaining financial stability.
These efforts illustrate that truly meeting the needs of a community requires more than surface-level adaptations. It demands a comprehensive understanding of who they are, their unique challenges, and their aspirations. By taking this approach, Unitus has positioned itself as a trusted financial partner that genuinely supports the Hispanic community's financial well-being and growth. In doing so, Unitus is not just providing banking services; it's empowering an entire community to build a stronger, more prosperous future for generations to come.
Unitus Community Credit Union's dedication to serving and empowering the Hispanic community has earned the credit union widespread recognition and appreciation. In 2021, Unitus was awarded the prestigious Juntos Avanzamos ("Together We Advance") designation, a testament to its commitment to assisting Hispanic members as they navigate the complexities of the U.S. financial system. This honor not only underscores Unitus' efforts but also serves as a source of inspiration for the credit union to continue its mission of financial inclusion. To celebrate the Juntos Avanzamos designation and reaffirm its commitment to diversity, Unitus holds an annual event that brings together members, community partners, credit union leaders, lawmakers, and nonprofit organizations. These celebrations are more than just events; they're a powerful reminder that when financial institutions truly commit to inclusivity, entire communities can thrive and prosper.
Unitus' commitment to the Hispanic community extends far beyond the walls of its branches. The credit union actively engages with local organizations to create meaningful partnerships that empower and uplift the community. The credit union has helped fund scholarships through the Hispanic Metropolitan Chamber Latino Scholarship Fund and contributed to the Western Oregon University Bilingual Teacher Scholars, among other local initiatives. Additionally, Unitus has partnered with the Mexican Consulate to provide financial literacy and coaching for Latina women on how to start their own businesses. Through these partnerships, Unitus is not just providing financial services; it's nurturing dreams, fostering education, and empowering entrepreneurs, creating a ripple effect of positive change throughout the community.
Unitus' visibility and prominence in the Hispanic community has earned the credit union the nickname "El banco amarillo" (the yellow bank). Recognizing the significance of this association, Unitus made a conscious decision to retain the color yellow during a recent rebranding process. This choice exemplifies the credit union's deep respect for its members and its commitment to maintaining a strong, recognizable identity within the community. By honoring this community-given nickname, Unitus demonstrates that it's more than just a financial institution – it's a trusted friend and ally in the Hispanic community's journey toward financial empowerment.
Glia's partnership with Unitus Community Credit Union has been instrumental in helping the credit union deliver on its strategic pillars of inclusion, innovation, and inspiring service.
Char Sears, VP of Member Experience and Product Management at Unitus, emphasizes the alignment between the two companies: "The values of Unitus and Glia are deeply aligned. Our missions as companies match and support each other."
By leveraging Glia's Digital Customer Service platform, Unitus has been able to bridge language gaps and provide personalized support to its Hispanic members, fostering a sense of inclusion and belonging. The implementation of Tely, powered by Glia, has allowed Unitus to successfully scale its services while maintaining a human touch, ensuring that all members receive the same high-quality, consultative approach regardless of their preferred language. Glia's platform has empowered Unitus to inspire service excellence by providing member advocates with the tools they need to efficiently and effectively resolve member inquiries, leading to faster response times and higher member satisfaction. Recalling Unitus’ choice to partner with Glia, Ms. Sears adds, "Glia made it so easy by innovating as fast as we wanted to innovate." Through this collaborative partnership, Unitus is empowered to live out its mission and values, creating a more inclusive, innovative, and inspiring financial services experience for its diverse member base. This partnership isn't just about technology; it's about creating a financial ecosystem where every member feels heard, valued, and equipped to achieve their financial goals. "Glia has become the benchmark we use to evaluate other vendors.” Char Sears, VP of Member Experience and Product Management
