Case Study: Connexus Credit Union reduces member effort and improves experience with Tethr

Improving the member experience at Connexus Credit Union

Connexus Credit Union, which serves more than 430,000 members, struggled to quickly and accurately diagnose the types and scope of issues its members raised in contact center calls. To get actionable insight into member pain points, Connexus partnered with Tethr and implemented Tethr’s conversation intelligence platform, including the Tethr Effort Index, to automatically score interactions and surface what was driving member effort and frustration.

Using Tethr to analyze roughly 30,000 monthly calls, Connexus deployed targeted coaching and rapid fixes during a merger, producing clear, measurable gains: a 41.7% increase in advocacy language in the first month, an 8.8% decrease in effort-creating language, a 9.7% reduction in confusing language, a 5% increase in effort-reducing language, and a 12.2% increase in voice authentication enrollments—which cut average call time by 78 seconds and yielded an estimated 4.5 FTE labor savings. Connexus continues to use Tethr to monitor issues in real time and drive data‑driven improvements to member experience.

Connexus Credit Union

Craig Stancher

Director of Member Experience