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A New Era of Engagement: How Cara Credit Union is Reimagining Member Relationships through the power of Salesforce
The challenge
Cara have encountered several operational and strategic challenges in delivering personalised member experiences and scaling effectively.
Cara’s marketing efforts relied on broad, untargeted campaigns that did not reflect individual member needs. In the call center, disconnected systems impeded access to the full member profile and made it difficult for agents to provide timely, informed support.
With a growing base of 60,000 members, Cara set out to transform the member experience, strengthen product awareness, and build deeper connections with an evolving audience.
“We partnered with VASS because they share our commitment to innovation, member centric service and operation excellence. VASS have a proven record in implementing Salesforce into credit unions. I'm delighted to say that VASS worked very closely with the CARA credit union team in implementing tailored solutions for CARA's unique service.”
Watch the client story
“The experience of working with VASS has been very positive. The team at VASS have been fully engaged with the project, fully engaged with the needs of our members, and willing to go the extra mile to provide the service.”
How did we do it
VASS implemented Salesforce as the foundation of Cara’s digital transformation, integrating with their core banking system and telephony integration. Service Cloud was implemented to equip Member Service Representatives, in-branch, on the phone and online with the tools and insights needed to resolve inquiries quickly and confidently with one complete 360-member view. Marketing Cloud Engagement was set up to support more targeted, personalised outreach across all member touchpoints.
Learn how we did it step by step
"We had an incredible experience dealing with VASS on this journey. We had calls almost every day during the build of the platform, and they made us feel really at ease and supported throughout every step of the journey. They were there at any time.” Nichole Comerford, Member Service Centre Manager, Cara Credit Union
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Results
Cara Credit Union
Cara has successfully gone live with their call center and is preparing to roll out Salesforce to its branch teams. In just two short months since the launch, Cara has already seen the following positive results:
- Increased member engagement and stronger marketing impact: Communication read rates improved significantly, reflecting stronger interest and connection with Cara’s outreach.
- Enhanced operational efficiency: Call center agents now access a complete 360-member profile within Salesforce, eliminating the need to switch between multiple systems.
- Improved service quality: Integration with the CTI system allows agents to deliver faster, more personalised support during member calls. Agents are responding quicker to member queries and have reduced call handling times, leading to increased member satisfaction.
- Empowered call center teams: Agents report greater satisfaction with the new system, citing smarter workflows and more efficient service delivery.
- Unified customer view: The organisation now benefits from a single platform that brings together member data, interactions, and history, enabling more informed decision-making across teams.
“We had an incredible experience dealing with VASS on this journey. We had calls almost every day during the build of the platform, and they made us feel really at ease and supported throughout every step of the journey. They were there at any time.”