Listerhill Credit Union has improved its call deflection rate through enhanced self-service digital offerings since selecting Glia as its digital partner in November 2021.

The $1.2 billion credit union uses Glia’s online guide CoBrowsing to help consumers navigate its website through AI-enabled assistance and web page monitoring, according to a Glia release. The tool is installed on the credit union’s site via a script workflow, Dustin Holland, digital strategist at Muscle Shoals, Ala.-based Listerhill, told Bank Automation News.

“We like the features that Glia offered, not just to the end user and member, but also for our user,” Holland said. “The UI was clean and easy to understand, making it simple to train new operators.”

CoBrowsing has helped Listerhill raise its call deflection rate — the measure of clients resolving issues before needing to be transferred to the call center — to 67%, the credit union announced this week.

Prior to Glia, the credit union did not have any digital technology in place to deflect call center volume, Holland told BAN.

The collaborative browsing solution offers consumers 20% faster issue resolution without the need for call center assistance, according to the company’s website.

Observing digital behavior

The tech provider also has helped the credit union generate new business by observing client browser sessions, according to the release. For example, since implementing Glia just over a year ago, the credit union has added $2 million in mortgage sales.

“Planning connection between someone studying our website for a mortgage rate and a real live employee that knows mortgage and is willing to help them, and then being able to turn that conversion into a mortgage origination is the ideal result,” Holland said.

The credit union also has posted improvements in streamlined loan applications, credit card applications and customer satisfaction through the tech provider, according to the release.

There are other opportunities for Listerhill to use Glia’s technology, Holland said, noting, “Utilizing other Glia modules and services is within our strategy and we continue to build upon our existing relationship.”

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