L.A.-based Credit Union Installs Harland's Touche Solution

For Los Angeles Firemen's Credit Union, integration with its host processing system was the key factor behind its selection of the Touche customer relationship management system from Harland Financial Solutions.

The ability for Touche to integrate seamlessly with LAFCU's host processing system-Harland's Ultradata-means the $478 million credit union can have access to all member and transactional information from the Ultradata system, along with profiles of each member's behavior, profitability, product usage and purchase propensity, in one user-friendly application. Service personnel can complete member transactions-along with service requests, cross-sales and issues resolution-and view a history of interactions and communications all within one application.

The real-time integration between those two systems, plus the user-friendly layout and logical flow of input and information screens in Touche, will allow LAFCU members to receive more efficient servicing and personalized needs fulfillment, according to Dixie Abramian, vice president of marketing and training at LAFCU.

LAFCU plans to use Touche to improve operational cost efficiency.

"We will use Touche's reporting capabilities to analyze the volume, type and frequency of calls to our call center and will then implement a strategy to encourage callers to use our online banking products where appropriate," said Abramian.

LAFCU also plans to move its sales-tracking back in-house using Touche. "Right now, we outsource because none of our current systems provide the level of sales tracking we require," said Abramian. "We've determined that Touche's sales tracking abilities will work for us, thereby eliminating the need for outsourcing." Developed specifically for financial institutions, Touche provides instant enterprise-wide access to all customer interactions, issues and resolution tracking, automated task generation assigned to designated employees, all center management, sales and referral tracking and more.

Touche can be fully integrated with a financial institution's host processing and third party systems, including Harland Financial Solutions' Max$ell system or other MCIF system, providing valuable relationship and profitability data.

Enabled with the decision making power of the Max$ell system, Touche can prompt staff as to next likely sale based on statistical modeling or profiling routines. Users are empowered with online product information and easy access to high quality personalized letters and prompters for cross selling.

Touche tracks all traditional campaigns to determine which advertising dollars are generating the greatest return on investment. Over 50 standard reports help executives monitor efforts and make informed decisions needed for a successful CRM plan.

With such a broad category as CRM, product versatility is paramount, noted Chris Braccia, director of product marketing at Atlanta-based Harland Financial Solutions.

"That, along with ease of use, ensures staff who interact with their clients every day can carry out the organization's objectives successfully while providing service levels that exceed consumer expectations."