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Baxter Credit Union (BCU)

BCU increases loan and mortgage applications by 28% with Sitecore Experience Platform (XP)

In 1981, Baxter Healthcare decided to establish a new credit union for the convenience and financial well-being of their employees. Baxter Credit Union (BCU) quickly grew to $500 million in assets by 1999 and then to more than $2.8 billion in assets and more than 200,000 members today.

BCU’s vision was to provide a personalized content delivery experience and true omnichannel continuity, not just cross channel. ADA compliance was another goal to make it easier for anyone to initiate a conversation or start some type of application process.

BCU chose Sitecore and partner, RBA, and the Sitecore® Experience Platform™ running on the Microsoft® Azure cloud service. Phase one was an overhaul of the Home Loans and Mortgages area of the website. The improvements and associated introductory marketing campaign led to an increase in site traffic and a corresponding 28% increase in loan and mortgage applications.

This improvement was followed by a complete redesign of the Contact and Help sections of the website. The one-click experience allows the visitor to access the site, find the information they need or look for other channels to be contacted by a BCU associate.