Innovation

Lake Michigan Credit Union partners with Total Expert to improve member engagement

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July 24, 2023

Lake Michigan Credit Union, based in western Michigan, has partnered with customer engagement platform provider Total Expert to deliver personalized engagement to its more than 568,000 members. Loan officers will now have access to a digital library of educational marketing materials to customize and share to customers, according to a press release.

Total Expert will provide its automated journeys to guide members and its Customer Intelligence solution to monitor member behavior and intent, such as when a member lists their home for sale.

"Our offerings at Lake Michigan Credit Union are some of the best available, but educating our members on all of their options is easier said than done," Eric Burgoon, SVP of mortgage lending at LMCU, said in the release. "Partnering with Total Expert will help our loan officers engage our members at the right time with the right information for their individual financial circumstances."