Recognizing digital transformation as a critical enabler of a larger organizational shift, Weyburn Credit Union has chosen Celero to develop and deliver a member-centric digital transformation strategy, specifically focused on innovating their members’ experience and placing member needs at the centre of the organization.
Embarking on digital transformation is part of this Saskatchewan credit union’s continued evolution towards member-centricity. Over the last few years, Weyburn has focused on transforming its service delivery model and company culture.
In December 2019, they selected Celero to accelerate their progress toward meeting their larger organizational objectives through a comprehensive digital transformation consultation and strategy.
“We are eager to build upon our strategic foundation by delving into a deep assessment of our members and gaining a better understanding of the opportunities we have to improve our operations, channels and member experience,” says Ryan Janke, VP of Technology, Weyburn Credit Union. “Celero has demonstrated it understands our business strategy and member goals and has the expertise to deliver a transformative model for our organization.”
Conducting member research during COVID-19
Currently Celero and Weyburn are in the first phase of the project, which is focused on gaining an acute understanding of Weyburn’s members from both an acquisition and retention perspective, and mapping key member experience journeys across touchpoints.
“Weyburn’s vision for their member experience is centered around being relevant, enabling financial well-being and contributing to the strength and vibrancy of their community. Recognizing these goals, we chose not to delay this research due to COVID-19 because the pandemic will accentuate key learnings that will drive them towards their digital transformation,” says Deborah Moore, Director, Digital Transformation, Celero.
“By undertaking digital transformation during COVID-19, Weyburn is gaining a remarkable understanding of their members’ needs and values. This work is key in translating their business strategy into a transformation strategy to better position their organization to meet and exceed member needs now and in the future,” she adds.
The insights that comes from the research will enable Weyburn and Celero to align the innovation and optimization opportunities with Weyburn’s member experience vision, connect their operating model to their workplace culture, ultimately outlining a roadmap for future member value and increased relevancy.