Case Study

Driving Hyper-Personalized Member Experiences with AI-Powered Decisioning for a Leading U.S. Credit Union

Industry

Banking and Financial Services

Location

USA

Our Contributions

AI-Driven Personalization, Customer Decisioning, Omnichannel Experience Transformation

Technologies

Pega Customer Decision Hub (CDH), AI/ML Models

Coforge partnered with one of the largest U.S.-based credit unions to transform its member engagement strategy through AI-driven hyper-personalization. Serving over 13 million members across hundreds of branches and digital channels, the organization aimed to move beyond traditional campaign-based marketing to deliver real-time, need-based interactions.

The initiative focused on leveraging adaptive AI models to deliver personalized credit card and lending offers, enabling a shift from product-centric outreach to member-centric engagement.

Transformation Timeline

Phase 1

Data consolidation and decisioning strategy definition

Phase 2

AI model deployment and platform implementation

Phase 3

Omnichannel integration and real-time decisioning rollout

Phase 4

Optimization, testing, and continuous learning

Drag

The Challenge

The organization faced significant challenges in delivering consistent and personalized experiences at scale.

Key challenges included:

Managing personalized engagement for 13 million members across multiple channels and 355 branches
Dependence on “batch and blast” marketing with limited personalization
Fragmented systems and disconnected channels impacting experience consistency
Internal skepticism around AI-driven decision-making and demand for immediate results
Need to deliver measurable business outcomes while transforming engagement strategy

Our Approach

AI-Powered Customer Decisioning Platform

Implemented Pega Customer Decision Hub to centralize data, insights, and decision-making across all member touchpoints.

Real-Time Hyper-Personalization

Enabled real-time decisioning using adaptive AI models to deliver next best actions and personalized offers across channels.

Omnichannel Experience Integration

Connected multiple channels to deliver a seamless and consistent member experience across digital and physical touchpoints.

Data-Driven Engagement Strategy

Shifted the engagement model from campaign-driven marketing to need-based interactions focused on solving member problems.

Transparency and Trust Enablement

Built confidence in AI decisioning through controlled testing, comparing traditional campaign approaches with next best action outcomes.

Partner / Technology Ecosystem

Pega Customer Decision Hub (CDH)
AI/ML Decisioning Models
Omnichannel Integration Systems

Impact to Date

23% Increase

In credit card applications

23% Increase

In credit card approvals

7 - 10

Connected channels enabling unified engagement

Business Impact

Improved member engagement through personalized, real-time interactions
Increased conversion rates for credit card and lending products
Enhanced experience consistency across channels
Shifted organizational mindset toward customer-centric decision-making
Strengthened trust in AI-driven engagement strategies

By embedding AI-driven decisioning at the core of its engagement strategy, Coforge enabled the organization to move from mass marketing to meaningful, personalized interactions at scale. The result is a connected, intelligent engagement ecosystem that improves member satisfaction, drives higher conversions, and establishes a strong foundation for continuous innovation in customer experience.