Elevations Credit Union achieves process excellence

IBM Blueworks Live offering helps credit union receive prestigious CPEx Award

Published on 30-Oct-2011

Validated on 02 Dec 2013

"As soon as we saw IBM Blueworks Live, we immediately recognized that the simplicity of it was going to allow a lot of people to participate quickly." - —Carla Wolfe, senior business analyst, Enterprise Performance Excellence Group, Elevations Credit Union

Customer:
Elevations Credit Union

Industry:
Banking

Deployment country:
United States

Solution:
Business Process Management (BPM)

Overview

Elevations Credit Union is one of the largest credit unions serving Boulder and Broomfield Counties in Colorado. Founded in 1952 with less than USD100 in assets, the organization now has more than USD900 million in assets.

Business need:
To better serve its members, Elevations Credit Union sought a tool to support its mission of becoming a process-driven organization by identifying, documenting and reusing its processes.

Solution:
Elevations used the IBM Blueworks Live cloud-based offering to document and link processes, thus gaining a more comprehensive understanding of its interdependent procedures.

Benefits:
The organization reduced cycle times in its mortgage process by 80 percent and increased members by 13 percent. Plus, it won the prestigious Colorado Performance Excellence (CPEx) Award.

Case Study

Elevations Credit Union is one of the largest credit unions serving Boulder and Broomfield Counties in Colorado. Founded in 1952 with less than USD100 in assets, the organization now has more than USD900 million in assets. Elevations provides a range of financial products and services to its 80,000 members, including checking and savings accounts; car, student and business loans; mortgages; home equity lines of credit (HELOCs); and credit cards. The organization also has financial advisors to help members with financial planning, such as investments, retirement planning, income strategies and wealth transfer planning.

Setting ambitious goals
Although many organizations must compromise between competing factors such as financial success and member satisfaction, Elevations Credit Union understood that achieving process excellence was one of the surest ways to eliminate the need for compromise. By recognizing the importance of a disciplined approach to process excellence, Elevations decided to pursue the prestigious Malcolm Baldrige National Quality Award, which recognizes excellence in seven key aspects: leadership; strategic planning; customer focus; measurement, analysis and knowledge management; workforce focus; operations focus; and results. To help the organization reach that goal, its chief executive officer first focused on the Colorado Performance Excellence (CPEx) Award, which recognizes organizations successfully applying the Baldrige criteria for performance excellence. The CPEx Award was the perfect stepping stone for applying for, and hopefully winning, the Baldrige Award.


When Elevations questioned its teams about their existing processes, it realized that many of them did not have basic documentation of their processes, let alone an understanding of how the many processes within the organization depended on one another. “The biggest challenge we had was trying to help people understand that all the processes in the organization are tied together. In other words, my outputs are your inputs, and my inputs are your outputs. We realized we had to start to map all of our processes,” says Carla Wolfe, senior business analyst, Enterprise Performance Excellence Group, Elevations Credit Union.

Choosing a tool on par with the goals
Elevations sought a solution to support the high expectations of its process improvement initiatives. “We needed to find a tool that would enable people to go in and actually see each other’s processes and work collaboratively. And so we just started doing a little bit of homework on the different types of systems that are out there. As soon as we saw IBM Blueworks Live, we immediately recognized that the simplicity of it was going to allow a lot of people to participate quickly,” says Wolfe.

Elevations used the Blueworks Live offering to build an overarching enterprise process map with all the organization’s processes divided into categories. “We had our people create simple, high-level diagrams to answer questions about each process, like what are the inputs, what are the outputs? What other processes should we be thinking about? Everything was captured inside of Blueworks Live. And we got a lot of work done really fast,” says Wolfe.

Using the Blueworks Live offering, the Elevations staff quickly gained a clearer understanding of the importance of the many processes and how they are linked. It created value stream processes, which show from a more strategic viewpoint how to get from a member need to actually satisfying that need and then measuring the feedback.

Becoming more results-focused
Using insight from the Blueworks Live offering, Elevations adjusted its processes to improve member satisfaction levels. For example, Elevations used its member feedback process to pinpoint that the delay between submitting an online loan application and receiving a response frustrated members. The organization quickly established an improved loan application process. In the past, an underwriter reviewed every loan application and then emailed a response to the member, which took two business days or longer. Now, if the loan application meets standard underwriting requirements, members receive an immediate answer, and only those loans that fall outside the requirements need underwriter review. The organization also reengineered its mortgage process. Using the Blueworks Live offering, Elevations identified points of redundancy and bottlenecks within the process, resulting in an 80 percent reduction in cycle times and improved member satisfaction ratings. In addition, Elevations set up new processes to ensure it communicates with members throughout the mortgage process.

Even though Elevations began its process improvement work during a challenging financial time, it realized a number of impressive performance metrics as a result, including:
- A 47.4 percent increase in mortgages year-to-date (YTD) over the previous year
- A 13 percent increase in members since 2009
- An 11 percent increase in deposits since 2009
- A 13 percent increase in assets since 2009
- A 49 percent increase in net worth since 2009

Just one year after launching its process improvement initiative, Elevations applied for the CPEx Award and won. “We never in a million years thought that within a year we would actually be able to apply for and win the Timberline level of the Colorado Performance Excellence Award. They gave us great kudos for our architecture and the way we used Blueworks Live to build our process repository,” says Wolfe. “I sort of felt like Blueworks Live was standing on the podium with us when we got our award, because I don’t know how we would have done it otherwise.”

Elevations anticipates that the Blueworks Live offering will help enable it to continue rolling out process innovations organizationwide. “Now I think people truly, holistically understand that, once they understand their processes and how they do things, they basically have the keys to the kingdom. They can do anything. They can look at any part of the organization and improve anything they choose to improve,” says Wolfe. Elevations is now steadfastly working winning the Baldrige Award. “We will continue to pursue that until we win,” says Wolfe.

For more information
To learn more about how the IBM Blueworks Live offering can help you, contact your IBM sales representative or IBM Business Partner, or visit:

ibm.com/software/integration/blueworks-live or www.blueworkslive.com

Products and services used

IBM products and services that were used in this case study.

Software:
IBM Blueworks Live

Legal Information

© Copyright IBM Corporation 2011 IBM Corporation Software Group Route 100 Somers, NY 10589 U.S.A. Produced in the United States of America November 2011 All Rights Reserved IBM, the IBM logo, ibm.com, and Blueworks Live are trademarks of International Business Machines Corporation, registered in many jurisdictions worldwide. A current list of IBM trademarks is available on the Web at “Copyright and trademark information” at ibm.com/legal/copytrade.shtml Other company, product or service names may be trademarks or service marks of others. The information contained in this documentation is provided for informational purposes only. While efforts were made to verify the completeness and accuracy of the information contained in this documentation, it is provided “as is” without warranty of any kind, express or implied. In addition, this information is based on IBM’s current product plans and strategy, which are subject to change by IBM without notice. IBM shall not be responsible for any damages arising out of the use of, or otherwise related to, this documentation or any other documentation. Nothing contained in this documentation is intended to, nor shall have the effect of, creating any warranties or representations from IBM (or its suppliers or licensors), or altering the terms and conditions of the applicable license agreement governing the use of IBM software. This case study illustrates how one IBM customer uses IBM products. There is no guarantee of comparable results. References in this publication to IBM products or services do not imply that IBM intends to make them available in all countries in which IBM operates.