After several years in customer success management, I’ve learned that the most transformative moments don’t happen exclusively in quarterly business reviews or executive presentations. They happen in the everyday interactions – the quick check-in call, the troubleshooting session, the candid conversations that uncover a client’s true needs.
At Eltropy, our customer success strategy is rooted in a fundamental principle: customer success is not a post-sale service or a departmental function. Instead, it’s a continuous collaborative effort, built daily through every interaction with our customers. This philosophy has shaped our engagement with clients in the credit union and community bank sectors, offering valuable insights that extend beyond our organization.
Today, I’m excited to share real-world experiences from our CSM team – insights from the frontline that have shaped our approach to building enduring customer success. These aren’t just theories; they’re proven strategies that empower both Eltropy and our customers to achieve significant results for the communities they serve.
The Power of Conversations
Beyond the Surface
I recall a particular call with a mid-sized credit union, initially framed as a “quick question about text messaging.” However, within thirty minutes, it became clear their true hurdle wasn’t technical; it was organizational. Various departments were communicating with members in isolated ways, resulting in a fragmented experience. This single conversation ultimately sparked a strategic initiative that revolutionized their approach to member communication.
At Eltropy, our CSMs have countless stories like this one.
Proactive check-ins are crucial for addressing usage drops before they escalate. Training sessions empower teams to efficiently utilize the platform, maximizing ROI. Attentive listening during implementation calls can reveal opportunities for deeper collaboration.
The parallel for credit unions and community banks is striking.
Just as we intentionally interact with our customers to ensure their success, financial institutions depend on every consumer touchpoint to cultivate loyalty, trust, and satisfaction. Whether it’s a teller discussing overdraft protection, a loan officer detailing refinancing options, or a contact center agent resolving a fraud issue, each interaction represents an investment in the relationship.
The institutions that understand this – that treat every interaction as an opportunity to deliver value – are the ones that thrive. They’re not just processing transactions; they’re building trust, one conversation at a time.
Personalization and Context Matter
One of the most common mistakes in customer success is assuming that what worked for one client will work for all clients. The reality is that context matters enormously, and one-size-fits-all solutions rarely succeed.
At Eltropy, we work with credit unions and community banks at vastly different stages of digital maturity. Some are just beginning their digital transformation journey, moving from phone-based member service to text and digital channels. Others are sophisticated early adopters, ready to leverage AI and advanced automation.
Our adaptable approach is tailored to each customer’s unique needs. For customers that are in the early phases of digital delivery, we prioritize change management, assisting their staff in overcoming technology-related anxieties and fostering confidence through achievable milestones. Conversely, for more advanced early adopters, we focus on advanced analytics, optimization strategies, and enhanced feature configurations.
I think about one particular community bank we work with. Their executive team was eager to launch new digital communication channels quickly, but their frontline staff was nervous about the change. We adapted our implementation approach, spending extra time on hands-on training, creating simple reference guides, and celebrating early successes. Six months later, those initially hesitant Team members are now champions of the platform, because we met them where they were.
The parallel for financial institutions is obvious but often overlooked.
Members respond best when communications and solutions feel personalized and relevant to their financial journey. A recent college graduate needs different guidance than a member approaching retirement. A small business owner has different concerns than a first-time homebuyer.
The credit unions and community banks that excel at member experience understand that personalization isn’t about using someone’s first name in a text message. It’s about understanding the context – their life stage, their goals, their challenges – and tailoring every interaction accordingly.
Measuring Success Through Customer Impact
Early in my customer success career, I obsessed over metrics like NPS scores and CSAT ratings. They’re not unimportant, but I’ve learned that the truest measure of success is the tangible outcomes we help customers achieve.
At Eltropy, we track the metrics that matter most to our customers’ business: containment rates, digital adoption, operational efficiency gains, cost savings, revenue impact, etc. When a credit union reports a 40% reduction in call center volume and increased member satisfaction, or when a community bank increases loan applications through strategic text outreach – that’s success.
I remember working with a small credit union that was struggling with new member onboarding. Their traditional process was paper-heavy and slow, resulting in the loss of new members before meaningful relationships could be established. We worked together to digitize their welcome journey, using text and secure messaging to guide new members through account setup, introduce key features, and create early engagement opportunities.
Six months later, their new member retention had improved by 25%, and member feedback was overwhelmingly positive. That’s a success metric that matters.
We’ve also learned to think about success holistically, prioritizing long-term adoption over initial excitement. Customer advocacy – the willingness to refer peers or share their story – signals deeper satisfaction than any survey score. And perhaps most importantly, we measure whether customers are achieving the goals they set out to accomplish when they chose Eltropy.
For credit unions and community banks, this same principle applies.
Success shouldn’t be measured only in transactions processed or complaints resolved. The institutions that truly understand customer success track holistic indicators: Are consumers achieving their financial goals? Are they engaging with your institution in meaningful ways? Do they trust you enough to bring their full financial relationship to you?
Top-performing community financial institutions are redefining success. Instead of focusing solely on deposits and loans, they prioritize metrics like financial health, depth of customer relationships, and proactive engagement. This approach provides a more comprehensive understanding of their performance.
Closing – Vision for the Future
Customer success is a continuous journey, not a destination.
At Eltropy, we’re constantly evolving our approach, learning from each client interaction, and refining how we deliver value.
I’m optimistic about the future. As technology advances, we’ll see more opportunities to blend automation with authentic human connection. AI and data analytics will enable quicker and more accurate needs assessment, while communication platforms will facilitate reaching customers via their preferred channels and times. However, the essence of customer success – understanding people, fostering trust, and delivering genuine value – will remain fundamentally human.
For our clients in the credit union and community bank space, the opportunity is equally exciting. Financial institutions that embrace a customer success mindset – that treat every consumer interaction as an opportunity to build relationships and deliver value – will differentiate themselves in an increasingly competitive landscape.
Tomorrow’s consumers anticipate a seamless experience with their financial institutions, expecting personalized understanding, proactive need anticipation, and effortless communication. They desire the best of both worlds: digital convenience coupled with genuine human care. Fulfilling these expectations necessitates a strategic approach involving intentional interactions, active listening, thoughtful personalization, proactive engagement, and intelligent technology utilization.
My challenge to you – whether you’re on a customer success team or serving consumers on the frontline – is this: Approach your next interaction with intention. Listen more deeply. Look for the opportunity to deliver unexpected value. Document what you learn. Share your insights with your Team.
Customer success is not solely the result of broad strategic plans. Instead, it is built through individual interactions, where each conversation is valued.
And that’s a lesson from the frontline worth remembering.
About the Author
Kaitlin Ramos is the Director of Customer Success at Eltropy. She has deep roots in the community finance industry having served at the Northwest Credit Union Association where she gained deep industry expertise and insights, before advancing to customer success at Eltropy. Today, Kaitlin leverages her diverse experience to drive innovative customer-focused strategies, build lasting relationships, and lead with impact.
