Case Study: Credit Union Australia achieves higher web engagement and increased loan conversions with Genesys

Credit Union Australia Welcomes More Customers with Genesys

Credit Union Australia (CUA), Australia’s largest customer‑owned financial institution with 60 branches, ~900 employees and about 400,000 members, was treating its website as its biggest branch (10,000–15,000 visitors/day). CUA faced low web conversion rates (around 1–1.5%), and needed to increase personal and home loan sales by giving visitors more opportunities to engage with loan specialists.

CUA implemented Genesys Proactive Chat and the Genesys Workspace agent desktop, rolling the solution out in weeks to proactively invite visitors to chat and give agents full context for each interaction. Since deployment CUA has handled over 72,000 chats, increased overall chat engagement (from ~1% visitor‑initiated to a 4% proactive chat rate), raised visitor engagement to about 1.5%, and achieved a 33% conversion rate from chat—roughly 2 percentage points higher than voice—while improving conversation quality and keeping costs manageable.

Credit Union Australia

Paul Cahill

Head of Digital Experience