Business
Transforming its digital experience for members and prospective members is an all consuming focus for Coastal Community Credit Union. Coastal Community’s new digital experience is being built using Forge (Backbase), Central 1’s digital platform for Canadian credit unions. Coastal Community is one of the “champions” for Forge, meaning they are one of a small group of credit unions that have agreed to be an early adopter to help evolve the platform.For a number of months now Sprout & Harvest has been collaborating with Coastal Community Credit Union to bring their new digital experience to life. Given we are well down the path of the project we thought it would be a good time to share some “lessons learned” for other credit unions to consider as they go down their own digital path. So we interviewed Mike Goerzen, AVP Marketing from Coastal Community to get his perspective - his big surprises, key challenges, lessons learned, project process, team structure and tools used. We hope you find value and can apply it to your own digital journey.In this interview:[2:55] Coastal Community Credit Union’s digital journey - How CCCU got to today including the decision to use the Forge/Backbase platform[4:20] CCCU’s ambitious digital vision[4:46] What is a “financial health experience”?[6:07] Mike explains CCCU’s member-first philosophy[8:20] What digital success looks like for CCCU[10:13] CCCU’s decision around adopting the Forge platform and how CCCU adopted a strategy-first approach[12:35] Mike explains the key steps in the project such as personas, user scenarios, user testing and prototype development[19:40] Mike explains a key collaboration step with Central 1 connecting strategy to the Forge platform capabilities. Is what we designed feasible in the platform?[21:25] The integrated team including key members and roles (internal and external)[22:05] The production process (1) page planning (2) copywriting (3) design (4) implementation including time allocation for each team member and engaging internal subject matter experts[27:42] Keeping the team motivated and excited even with the extra workload[30:33] How the project has stirred innovation elsewhere in the organization[31:30] Mike’s big surprises along the way[35:50] What has been more difficult than expected?[38:07] Lessons learned and recommendations for other credit unions, including discussion about some of the tools used in daily production and how to evolve the team[43:30] Mike shares some quick tips for credit unions[46:48] Mike’s advice for smaller credit unions in how they might approach their digital transformation journeyABOUT MIKE GOERZEN, ASSOCIATE VICE PRESIDENT MARKETING, COASTAL COMMUNITY CREDIT UNIONMike Goerzen has worked in the credit union system for over 20 years, gaining experience in marketing, research and all things digital. As a seasoned AVP Marketing, he is passionate about innovation, digital transformation, and personal and professional development. Away from the office, Mike leads a very active lifestyle and can be found coaching youth soccer, mountain biking, and improving himself in his home gym.Find Mike on LinkedInABOUT COASTAL COMMUNITY CREDIT UNIONFor over 70 years, Coastal Community Credit Union (CCCU) has been helping Islanders and their families lead more financially successful lives. As a result of the trust and support shown to us, CCCU has grown to become the largest Vancouver Island-based financial services organization. We’re also among the top 20 largest credit unions in Canada when measured by asset size. From up, down and across the Islands, Coastal Community operates a network of 24 credit union locations and 16 insurance of