Empathy, Speed, and Personalization: Rethinking Contact Center Strategy in a Rapidly Changing Landscape

Over the past 12–24 months, the financial services industry has witnessed a dramatic shift in customer behaviors and expectations. The pandemic may have accelerated digital adoption, but the lasting impact has been a deeper, more nuanced change in how consumers engage with their financial institutions (FIs). Today’s members expect empathy, speed, and personalization—and they expect it across every channel.

The New Member Mindset

Members are no longer satisfied with transactional interactions. They want their credit unions to understand their unique circumstances, respond quickly, and offer tailored solutions. This shift is driven by:

Digital-first habits: Members are increasingly using mobile apps and online platforms, expecting seamless transitions between digital and human support.
Emotional expectations: In times of financial uncertainty, empathy and reassurance are just as important as technical support.
Time sensitivity: Long wait times and rigid service hours are no longer acceptable. Members want help when they need it—on their terms. This includes having access to service after hours, when members need support outside of traditional business times.

Implications for Contact Center Design

To meet these evolving expectations, contact centers must transform from reactive service hubs into proactive experience centers. This means:

Omnichannel integration: Members should be able to start a conversation via chat, continue it over email, and finish it on a call—without repeating themselves.
AI-powered support: Intelligent routing and virtual assistants can handle routine inquiries, freeing up agents for more complex, high-empathy interactions.
Flexible staffing models: Demand fluctuates, and staffing must adapt. Remote agents, gig-based models, and AI augmentation are becoming essential.

Are Financial Institutions Adapting Fast Enough?

The short answer: not always. While many credit unions have made strides in digital transformation, the pace of change often lags behind member expectations. The challenge isn’t just technological—it’s cultural. Institutions must embrace a mindset that prioritizes member experience over operational convenience.

At SWBC, we’ve seen firsthand how strategic contact center solutions can bridge this gap. By combining advanced technology with human-centered design, we help credit unions deliver the kind of service that builds trust, loyalty, and long-term relationships.

Looking Ahead

The future of member engagement lies in agility. Credit unions that invest in empathetic, responsive, and personalized contact center strategies will not only meet today’s expectations—they’ll be ready for tomorrow’s.

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Janet Loriot, EVP Operations & Technology - The Financial Institution Group, SWBC

Janet Loriot joined SWBC in 2015 as Executive Vice President of Operations for The Financial Institution Group. In this role, she manages all operations and technology for the insurance tracking business, the contact center services group, and collections. These operations include service centers in San Antonio and Mexico, and vendor locations in the U.S. and abroad. Janet has over 30 years of experience in the financial services sector, working in positions that included operations, support, and information technology. Prior to joining SWBC, Janet was a Senior Vice President at Bank of America Home Loans for nine years. Before that, she worked for Key Bank as Vice President of Call Center and Voice Applications. Janet has a Bachelor of Science in e-Business Management from the University of Phoenix.