Texas Tech Federal Credit Union: Driving Instant Impact With Banking AI

An Overnight Success Story: Fast, Measurable Impact With Banking AI 

Texas Tech Federal Credit Union is committed to delivering practical value and a positive experience with every interaction. When it became clear that legacy CCaaS was dragging down voice interactions, the credit union knew it was time to switch to voice AI. But time was of the essence, and Texas Tech FCU couldn’t wait for a generic AI vendor to get up to speed on the unique needs of the credit union and its members. 

Fortunately, it already had a partner that was ahead of the curve. 

With Glia powering its digital service, Texas Tech Federal Credit Union understood the value of choosing a partner dedicated to banking. So the credit union enlisted Glia to lead the next step in its banking AI evolution: implementing voice AI to drive efficiency while strengthening its member relationships and community impact.

By deploying Glia voice AI, Texas Tech unlocked the full power of banking AI for its member care team. The results were everything leaders hoped for: Delightful member experiences, agents freed from routine work to focus on complex interactions, managers empowered with data-driven coaching, and executives equipped with comprehensive insights to improve frontline service.

Here’s how they pulled it off.

Challenge: Held Back By Aging CCaaS 

Texas Tech FCU had already deployed Glia Digital to elevate chat interactions for members and agents. But with legacy CCaaS still powering its voice channel, callers did not have access to the same banking-AI-powered experience. And with call center performance data siloed, Texas Tech FCU couldn’t access the data and reporting it needed to confidently make strategic decisions. 

These CCaaS limitations manifested in a series of obstacles for the credit union:

• Fragmented member experiences. With voice and digital channels isolated from each other, Texas Tech couldn’t meet member expectations for quick, frictionless service.
• Clunky transfers. When chat couldn’t contain an interaction, transferring to phone required external routing, which drove up waits and prompted agents to ask members questions they’d already answered.  
• Limited visibility. With outdated CCaaS managing voice, Texas Tech’s most frequently used channel, it was not possible to get a unified reporting on the member journey or agent performance.
• Data-disempowered leadership. Incomplete data from the care team made it impossible for managers and executives to make informed strategic decisions about workforce planning, performance management, compliance, and quality. 

These challenges limited operational efficiency and negatively impacted the member experience. But more fundamentally, the limited visibility and lack of data made it impossible for Texas Tech to see the way forward. 

“We want to make strategic decisions supported by data,” said Tyler Young, Consumer Banking Director at Texas Tech Credit Union. “But before our full Glia implementation, data and systems were disjointed, making it extremely challenging to have a comprehensive, single view of the member journey. This fragmented setup made reporting on agent performance and member interactions difficult—leading our decisions to feel unfocused.”

Solution: From Impact Study to Voice AI Implementation

Encouraged by the success of Glia Digital, Texas Tech FCU was optimistic that Glia voice AI would drive measurable impact. Its optimism was backed with data after the credit union participated in a Glia Impact Study.

During the Impact Study, the Glia team conducted a deep-dive into Texas Tech FCU’s existing voice traffic to identify high-volume, routine inquiries that were ripe for automated service. By mapping these specific member needs against Glia’s library of 1000+ banking goals, the study provided a data-backed roadmap for how Glia voice AI would reclaim agent time and accelerate member resolution.

“Before the Impact Study, we had an idea of how many balance inquiries and payment status inquiries we were getting,” said Young. “We just didn’t have the verifiable data to prove it. The Impact Study gave us hard data to show our board. We now understand why members are calling into the service center, and we can make better decisions based on that data."

To handle all those high-volume inquiries while also improving reporting and planning for leaders, Texas Tech FCU decided to deploy voice AI via a Glia AI agent, which it nicknamed Scarlet. The credit union planned to use Scarlet to contain simple inquiries while routing more complex calls to agents as needed. 

By unifying voice and digital on one platform and leveraging Glia’s built-in reporting tools, Texas Tech FCU would also finally be able to access comprehensive data across every interaction.

At the heart of Texas Tech FCU’s plan was a decision to use voice AI to amplify its human touch and community-focused impact. The formula was simple: with voice AI handling routine work, agents would be freed to closely focus on their members’ wants and needs. 

“Our strategy is to use AI’s efficiency gains to reinvest time and effort back into our team,” Young said. “Voice AI automates the most basic, transactional requests. This offloads a sizable portion of our traffic, freeing our agents to really dive into complex member questions.”

Results: Approaching 50% Containment With Voice AI, Saving 81 Hours Per Month

Texas Tech FCU’s implementation of Glia voice AI quickly drove measurable impact. Shortly after deployment, the credit union was already containing 25% of its phone calls with Scarlet, its voice AI agent. The automation has helped Texas Tech FCU save 81 hours of agent time every month. 

Texas Tech FCU expects its AI containment rate to reach 50% once it launches another voice AI agent to handle authenticated actions, like account transfers and updating member information. 

Consolidating on a single platform compressed agent training time from six weeks to four—a 33% reduction.

At the same time, the unified platform helps Texas Tech FCU offer seamless transitions across digital, voice, AI, and human interactions. When a member needs help on a complex issue, agents get full context via Glia’s AI Transfer Summary feature. Jessica Pharr, Member Services Manager at Texas Tech FCU, sums up the value:

‍“AI Transfer Summary makes our agents very smart—and our members very happy.”

As members now transfer more easily between channels, digital engagement has increased by 8.6% over the last year. And, with the full integration offered by Glia’s platform, average speed of answer (ASA) has improved by roughly 50%.

Managers have also reclaimed time. Automated, AI-driven quality assurance has already saved an average of 14 supervisor hours per month, allowing them to redirect more effort to hands-on coaching rather than manual data review. 

Outcome: Better Agent Performance, Effortless Setup, and Data-Backed Impact

Deploying voice AI via Scarlet has helped Texas Tech FCU accomplish its primary goal: delivering practical value and a positive experience with every interaction. The service improvement starts with the credit union’s care team. 

With AI automating time-intensive interactions, and Glia’s built-in reporting dashboards improving insights and decision-making for managers, Texas Tech FCU has reshaped its approach to training and coaching. Agents now have more time to receive coaching. Managers have more time to offer it—along with data-backed insights for every care team representative. As a result, Texas Tech FCU has gained time to increase its coaching frequency from monthly to weekly, allowing for more timely, effective feedback. 

Fast Setup, Intuitive Maintenance: The Power of Banking AI

For Texas Tech FCU’s managers, switching to voice AI hasn’t just created more time for coaching. It’s driven ongoing time savings starting from Day One—beginning with the voice AI setup. 

‍Texas Tech FCU leveraged Glia’s library of more than 1000 banking-specific inquiries and responses to quickly launch voice AI. Had the credit union chosen a generic AI vendor, they would essentially be programming voice AI responses and journeys one at a time from a bot-building kit—an extremely time-intensive process. But because Glia voice AI is built specifically for banking, Texas Tech FCU was able to quickly set up its AI agent and drive fast value. 

“Glia’s banking-specific AI has been invaluable for us, offering both significant time savings and clear guidance,” Pharr said. “I honestly cannot imagine how long the writing process would have taken without these AI tools and a pre-trained library of more than 1000 user goals—we’d likely still be deep in the drafting phase. Every tool developed within the CMS has been intuitive and thoughtfully designed, consistently helping us deliver an exceptional member experience.”

That exceptional member experience requires adjustments as the credit union evolves its AI strategy. Fortunately, Glia voice AI makes it refreshingly easy to update goals and user journeys as necessary. The process literally takes only a few minutes, according to Young.

“We’ve stood up new user goals in minutes,” Young said. “We can respond to changing member needs and volume surges in real-time.”

The flexibility is critical as Texas Tech FCU continues to grow and evolve. At the center of its AI strategy is a question: What inquiries should be contained with AI, and which should be handled by human agents? With Glia, Texas Tech FCU has the ability to control its containment strategy. 

“Our containment strategy is always changing. We want members to be able to connect with an agent whenever they need it, but we also always look for new opportunities to contain inquiries with our AI agents,” Young said. “Glia makes it easy to review and adjust our containment strategy as we need.”

Glia Impact Study: Hard Data for Fully Informed Decisions

Texas Tech FCU is greatly encouraged, but not surprised, by the success it’s unlocked with Glia. Thanks to its Glia Impact Study, it had a clear expectation of the results it would achieve right from the start.

The Impact Study equipped Texas Tech FCU with hard, data-backed projections of the time savings, budget savings, and employee equivalency gained with Glia. These numbers helped care team managers make the case for Glia to the credit union’s executive board, a key tool in securing C-level buy-in.

"It's easy to theorize about how AI agents can impact your call center operations,” Young said. “But if you want to gain credibility with your executive team, your board of directors, and even your members, the Impact Study gives you the data to support your strategic decisions. That data is invaluable."

Pharr agrees, also citing the Impact Study as a strong compass for Texas Tech FCU’s care team.

“Once we had the numbers from the Impact Study, we were able to quickly make a decision to go with Glia voice AI,” Pharr said. “It clarified a lot and really helped guide our next steps and where we want to put our efforts."

Since deployment, Glia’s benchmarking and reporting tools have helped Pharr and Young quantify the continuously improving value that Texas Tech FCU is gaining with Glia voice AI.

“Glia makes it easy to show our executive team how AI is already making us more efficient—even in such a short amount of time,” Young said. “Our agents are much more equipped to help our members. We're only going to see that efficiency continue to increase."

What’s Next: Boosting AI Adoption, Growing Loans and Deposits

Young is excited to unlock further improvements in efficiency and experience using several Glia features:

• AI Intercept will personalize greetings for repeat-callers based on their interaction history, encouraging them to handle routine inquiries with voice AI rather than transfer to an agent.
• Banking Coach will provide agents with proactive, real-time guidance during interactions, helping them with everything from compliance to cross-selling and up-selling for loans and deposits.
• Authenticated Voice AI will empower Texas Tech FCU to automate even more complex inquiries, like account transfers and balance requests.

Through all the changes and the measurable success, Texas Tech FCU is convinced that the future is bright—especially backed by a banking AI partner that is deeply invested in the credit union’s success. 

“Glia’s approach to partnership is unmatched,” Pharr said. “I know that whatever question we ask while working with Glia, nothing will surprise or phase them—they’re just genuinely curious about us and our members. I’ve seen so much support.”  

Drive Measurable Impact With Banking AI

As Texas Tech Federal Credit Union proves, AI is a powerful tool in improving efficiency while strengthening the member experience—if you choose a partner dedicated to banking. 

What can your credit union achieve with industry-leading experts in banking AI? Talk to Glia today to find out.