Azura Credit Union cuts phone wait times 50% and boosts digital interactions 54% with Glia unified platform

Azura Credit Union, an 80-year-old Kansas institution serving 62,500+ members across 11 branches, faced a widening gap between member expectations and its digital capabilities. Chat was buried inside a mobile app, video banking required manual coordination, and the absence of a unified contact center solution meant members defaulted to phone — overloading lines, driving up wait times, and frustrating both callers and agents. Behind the scenes, contact center staff juggled disconnected systems while managers operated without reliable data to guide staffing or service improvements. The status quo was eroding service quality and employee morale simultaneously.

Azura deployed Glia's Unified Interaction Management (UIM) platform, implementing both Glia Digital and Glia Voice in a comprehensive rollout rather than a phased pilot. The ChannelLess® architecture — a core feature of Glia's conversational AI and virtual assistant platform — enabled smooth transitions between chat, video, and audio without forcing members to restart interactions. Glia Voice introduced advanced IVR and intelligent call routing to modernize phone operations. The Multi-Engage feature allowed agents to handle multiple simultaneous chat sessions, while CoBrowse enabled collaborative screen navigation during complex service interactions. Real-time reporting dashboards gave managers visibility into queue performance, agent workload, and member wait times, replacing the prior data vacuum with actionable operational intelligence.

Within 30 days of launch, the impact was measurable across every key dimension. Average phone wait times dropped 50%, and daily call abandonment rates fell to 0.65% by September 2024. The contact center achieved a 92% average monthly service level from April through August 2024 — a benchmark that had previously been unattainable. Digital channel adoption surged 54% from Q1 to Q2 2024, directly relieving pressure on voice lines.

• 38% of interactions now use Multi-Engage, increasing agent throughput without additional headcount
• 40% reduction in in-branch wait times through digital signatures for account openings and loan processes
• Qualitative gains included improved agent well-being, with unified data enabling managers to identify and respond to staff stress indicators proactively

• A ChannelLess® platform that unifies chat, voice, and video into a single interaction layer can simultaneously reduce inbound call volume and improve member satisfaction — without adding staff.
• Comprehensive deployment outperforms incremental rollouts: Azura's 30-day results demonstrate that full platform adoption accelerates time-to-value.
• Unified operational data does double duty — it improves service-level decisions and surfaces employee well-being signals that siloed systems miss entirely.
• Digital channel expansion is most effective when it reduces friction for members, not just adds options; accessibility of the new channels drove adoption.
• Credit unions should measure abandonment rate alongside wait time — both are required to assess whether digital investment is genuinely shifting member behavior.