Resources Success Story

Building a Connected Member Experience with Salesforce for Members 1st Federal Credit Union

Members 1st Federal Credit Union - Color Logo

Members 1st Federal Credit Union has spent more than 75 years helping members achieve financial well-being. But as the organization grew, so did the complexity behind the scenes.

Over time, systems, processes, and data became increasingly fragmented—making it more difficult for associates to work efficiently and deliver the kind of seamless, personalized experience members expect.

Background

Members 1st Federal Credit Union serves nearly 600,000 members across south central Pennsylvania, with approximately $8 billion in assets and nearly 60 branches across 11 counties.

In addition to its branch network, the credit union supports members through digital banking and contact center experiences, with a strong focus on associate culture and service excellence.

Technology

Financial Services Cloud

Data 360

Marketing Cloud

mulesoft logo

MuleSoft

Agentforce

The Challenge


Disconnected systems limiting efficiency and experience

As Members 1st grew, so did the complexity of its technology landscape. Teams were working across multiple systems and processes, making it difficult to create consistent experiences and operate efficiently at scale. Data was fragmented, workflows were often manual, and even simple tasks required navigating across tools.

Key challenges included:

  • Limited visibility into the full member relationship
  • Manual and fragmented workflows across teams
  • Difficulty delivering consistent experiences across channels
  • A need for a more scalable, future-ready platform

Members 1st recognized that improving the member experience required first improving the tools and workflows used by associates every day — making the associate experience the starting point for transformation. At the same time, the organization was looking to reduce complexity, improve scalability, and build a platform that could support future growth.

Rather than simply modernizing technology, Members 1st took a more deliberate approach—starting with a broad platform approach across associates, engagement, and data—then refining how those pieces worked together over time, with a growing focus on associate experience and a stronger data foundation.

“

We knew we wanted to create more member-centric experiences. But to do that, we first had to simplify how our associates were working.

Jess Coleman VP, Digital Products at Members 1st Federal Credit Union
The Solution


A phased approach to building a connected platform

Members 1st partnered with Atrium to implement Salesforce as a centralized platform—bringing together service, engagement, and data. Like many organizations, Members 1st didn’t wait for a perfect sequence. They moved quickly to establish a broad Salesforce foundation across service, engagement, and data, then iterated and refined that foundation over time as they learned what would drive the most impact.

Key elements of the approach included:

  • Establishing a unified platform with Financial Services Cloud
  • Expanding into Marketing Cloud to support more personalized engagement
  • Leveraging Data Cloud to strengthen the member data foundation
  • Integrating systems to reduce fragmentation and improve workflows

Elevating the associate experience

Members 1st began by focusing on the associate experience—simplifying workflows and improving access to information. By observing how work was actually performed, the team identified opportunities to reduce friction and make everyday interactions more efficient.

Advancing member engagement

With a strong foundation in place, Members 1st expanded into Marketing Cloud to improve how it engages with members. The team moved from basic communications to more connected, data-driven journeys, delivering more relevant, timely, and connected experiences.

Strengthening the data foundation

As engagement and associate capabilities expanded, it became clear that a more unified and trusted view of member data was critical to fully realizing the value of the platform. Members 1st focused on strengthening its data foundation to enable more personalized engagement today while supporting future capabilities across analytics and AI.

Connecting systems to create a unified experience

Members 1st focused on connecting systems and data across the Salesforce ecosystem, ensuring that improvements weren’t made in isolation.

This approach enabled:

  • A more unified view of the member
  • Better alignment between service and engagement
  • More consistent experiences across channels
  • A foundation for future personalization and AI

Building for scale

By focusing on long-term architecture and thoughtful implementation, Members 1st created a platform designed to evolve alongside the organization.

The Impact

A more connected and scalable experience

With Salesforce, Members 1st has transformed how associates work and how members engage.

Associates now have a more unified view of the member, enabling more efficient interactions and better-informed conversations. At the same time, the organization is delivering more connected and consistent experiences across channels.

Key outcomes include:

  • More streamlined associate workflows
  • Improved visibility into member relationships
  • More consistent engagement across channels
  • A stronger foundation for personalization and innovation
“

We’ve been very intentional about building this the right way, so we can continue to scale and evolve over time.

Anita McAllister VP, Data & Analytics at Members 1st Federal Credit Union
What’s Next

Expanding AI and personalization

With a strong foundation in place, Members 1st is continuing to build toward the future. The organization is focused on expanding personalization, deepening its data capabilities, and exploring AI-powered experiences.

By continuing to take a thoughtful, iterative approach, Members 1st is positioned to evolve alongside both technology and member expectations.

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