Meet ‘Ruth’: TruStone Financial’s rethinks its CX strategy with chatbot
- What makes TruStone Financial's chatbot, Ruth, a helpful tool for credit union members?
- We explore TruStone’s hurdles before launching chatbot Ruth, post-implementation results, and areas where the CU can improve.
Even as chatbots have become a common tool in financial service interactions, their ability to genuinely improve the customer experience remains hit or miss. Many fall short, frustrating users with generic, unhelpful replies that feel like a digital dead end.
Having recently joined the fray, TruStone Financial, a Minnesota credit union (CU) dating back to 1939, has figured out a way forward within the scope of chatbot solutions.
In July 2023, TruStone launched its chatbot, Ruth, on its website, expanding its capabilities to digital banking by November 2023. During the first week of integration, the CU experienced a twofold increase in conversation volume, according to Gary Jeter, Executive Vice President and Chief Technology Officer at TruStone Financial Credit Union.
So, what exactly makes Ruth click and how does it offer the kind of assistance TruStone’s members find useful?
Ruth’s journey: What changed from then to now
Ruth has quickly become the primary point of interaction for TruStone members to connect with the CU, thanks to its smooth integration with the CU’s existing systems and feature set.
Beyond handling simple customer inquiries, Ruth also manages complex tasks, including answering FAQs, processing transactions, scheduling appointments, and providing detailed product descriptions to customers.
Ruth’s story: Identified as ‘she,’ the chatbot’s name is a nod to TruStone’s history, chosen in an employee-led contest to honor the credit union’s first bookkeeper.
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