UMCU now equipped to respond to members in real-time, with real solutions. A recent market survey showed that less than 13% of credit unions have an online chat interactive voice- or text-response system (IVR) to serve their members. In addition, thousands of others use IVRs that have a very limited ability to understand member responses, often creating frustration and negative, brand-killing online experiences. Increasingly, consumers will not tolerate even limited “friction” in their ability to interact with financial institutions, especially with IVRs that are not dynamic. However, when done right, a highly interactive automated online chat can have an extraordinary business impact. The challenge Headquartered in Ann Arbor, Michigan, University of Michigan Credit Union (UMC

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