As member expectations evolved and branch traffic shifted to digital self-service, UMassFive recognized it needed more than a basic scheduling system. It needed a platform that could standardize appointments, provide operational visibility, and empower staff to deliver faster, more personalized service. Here is their powerful story of leveraging Intelligent Branch Solutions to improve member experience, efficiency, and staff optimization.
Success Snapshot
13,079
total appointments in 2025
99.5%
appointment completion rate
100%
Coconut adoption across branches and contact center
67%
growth in Google review ratings
12.3%
annual increase in certified financial coaching appointments
About UMassFive College Federal Credit Union
Established in 1967, UMassFive College Federal Credit Union is a not-for-profit financial cooperative serving the Pioneer Valley in Massachusetts and beyond, including university affiliates and local organizations committed to community-focused values. With over 50,700 members, 6 branches, and assets exceeding $703 million, UMassFive reinvests earnings back to members through better rates, lower service charges, and improved services.
Above all, the historic credit union’s #1 priority is providing exceptional, empathetic service to its members, who represent individuals as well as small business owners that value people-first services. Their member base is defined by a remarkable loyalty to UMassFive for its prioritizing of community impact, education, and long-term financial well-being.
The Problem: Interrupted service delivery, limited visibility, and appointment friction
Being a champion to its members and having an ongoing mandate to provide the best service possible, UMassFive began identifying areas for growth across branches. They soon realized that a lack of branch data and insights meant they were facing 4 key challenges:
- Inconsistent branch experiences: Without standardized appointment types or timeframes, each branch operated differently, leaving members with varying levels of service.
- Inability to plan staffing and operational needs: Staff also lacked consistent visibility into branch traffic, making it difficult to plan staffing or track operational trends, particularly as routine transactions shifted to digital channels.
- Lack of insight into appointment performance: UMassFive desired clearer insight into service demands, especially around routine transactions like deposits and basic account maintenance vs. higher-touch appointment needs.
- Operational and staff inefficiencies: In the absence of a streamlined appointment solution, staff and advisors found it challenging to prepare for more complex meetings—and some meetings were missed altogether due to a lack of an effective appointment reminder framework.
After deep-diving into areas for growth, UMassFive was able to identify 5 core requirements it needed in a solutions partner:
- The ability to standardize appointments and bookings across all branches and channels
- More visibility into branch traffic and appointment trends to optimize staffing
- Being able to match members to the right staff for their specific needs
- A consistent, member-first experience across digital and in-person channels
- A single system to manage both pre-booked and walk-in appointments
The Solution: Unlock modern scheduling, virtual coaching, and operational insights with Coconut
“Overall, we needed a solution that standardized experiences, improved operational insight, and aligned our branch staffing with modern member behavior—and Coconut helped us accomplish exactly that.”
— Alexis Derosier, Manager of Marketing, UMassFive
The goal wasn’t just efficiency—it was a fundamental shift toward predictable, personalized, and relationship-driven service. That’s why UMassFive implemented Coconut Software across all branches and the contact center, leveraging multiple features to modernize service delivery:
✓ Core Appointment Scheduling & Outlook Integration
Staff and members can schedule appointments easily, with automatic integration to calendars for visibility and efficiency.
✓ Client View / Contact Center Booking Flow
Members are routed to the right staff based on appointment type and expertise, ensuring knowledgeable service every time.
✓ Coconut Connect & Lobby Management
Virtual coaching and lobby management allow flexible, personalized member experiences, whether in-branch or remote.
✓ Analytics & Reporting
Weekly and monthly reports reveal appointment trends, completion rates, and staffing gaps, helping leadership make data-driven decisions.
Result #1: 13,079 appointments, 99.5% completion, and stronger digital reputation
The operational improvements inside the branch also created a powerful halo effect outside it—especially in how members talk about UMassFive online.
“We quickly achieved 100% adoption across all departments. Employees love having appointments centralized and predictable—it’s transformed how we engage with members.”
Since deploying Coconut, UMassFive has turned what began as a pandemic‑era necessity into a durable, data‑driven way of serving members. The results span volume, reliability, and the depth of advice they can deliver across every branch and channel. Beyond the headline numbers, Coconut also gave UMassFive a clearer window into how services were actually being delivered day‑to‑day. Key outcomes included:
- Higher appointment volume and follow‑through:
- a 4.9% increase from 2024, with 13,079 total appointments in 2025· 99.5% appointment completion rate, with only 13 cancellations and 53 no‑shows
- a 4.9% increase from 2024, with 13,079 total appointments in 2025· 99.5% appointment completion rate, with only 13 cancellations and 53 no‑shows
- Deeper financial coaching engagement
- 12.3% annual increase in certified wealth opportunities via financial coaching appointments
- 12.3% annual increase in certified wealth opportunities via financial coaching appointments
- Stronger digital reputation and trust
- Dramatic improvement in digital reputation, with average Google ratings rising 67% (from 2.73 to 4.56 stars) across all branches
PLUS
- Improved Member Readiness: Members receive clear instructions and are prepared for appointments.
- Operational Efficiency: Staff can balance pre-booked and walk-in appointments without stress.
- Relationship-Focused Interactions: Staff review member profiles in advance, allowing for deeper conversations.
- Improved Service Accessibility: Coconut Connect enables members to meet staff remotely.
Together, these results show that appointments are no longer just a way to manage traffic—they’re a predictable, high‑value engagement channel that supports both member experience and growth.
Result #2: The Reputation Lift: Post-appointment surveys driving up Google reviews and ratings
The operational improvements inside the branch also created a powerful halo effect outside it—especially in how members talk about UMassFive online.
“Coconut has been the star player in our efforts to improve our online reputation where bad experiences are far more readily broadcast … When it comes to an institution that you’re placing your money in, the trust generated from those candid reviews of everyday banking is incredible, and Coconut made it so easy for us to simply ask.”
— Alexis Derosier, Manager of Marketing, UMassFive
As UMassFive standardized appointments and improved in-branch experiences, those operational gains quickly translated into visible proof of member satisfaction online. The marketing team connected post-appointment surveys directly to each branch’s Google review page, making it easy for happy members to share what their experiences were really like.
The impact is both quantitative and reputational. Multiple new 5‑star reviews now appear across UMassFive’s locations every day, and every branch has climbed above a 4.0‑star rating on Google—a jump of 67%.
For prospective and existing members alike, that volume of candid, real‑time feedback serves as a powerful trust signal that everyday interactions at UMassFive are consistent, thoughtful, and member‑first.
By pairing a smoother appointment experience with an intentional review strategy, UMassFive has turned routine branch visits into a sustained source of social proof—reinforcing its brand and giving members confidence that their money is in the right place.
Result #3: Staff & Member Resilience | Positive Experiences and Stronger Trust
The operational improvements inside the branch also created a powerful halo effect outside it—especially in how members talk about UMassFive online.
“During deployment, we launched a Coconut Employee of the Month program that recognized Contact Center staff for appointments booked and in-branch teams for appointments completed. This initiative reinforced consistent booking and usage across channels, supported early momentum, and helped embed the platform into daily workflows from the start.”
UMassFive quickly achieved 100% adoption across all departments, reflecting strong employee engagement and a shared commitment to integrating Coconut into everyday workflows—key to building staff resilience and member trust. A Coconut Employee of the Month program recognized Contact Center staff for appointments booked and in-branch teams for appointments completed, reinforcing consistent usage across channels and helping embed the platform from day one.
Staff value an easy-to-use platform that centralizes member appointments, improves resource allocation, and reduces rushed, stressful interactions. With clear visibility into upcoming appointments and space for walk-ins, staff can prepare more effectively, build deeper rapport, and enjoy a more balanced, confident workday.
The impact of scheduling and operational changes shows up in how staff feel about their workdays—and how members describe their in‑branch and virtual experiences, in their own words:
- From a member: “Set up an appointment to sign documents with a notary and our entire family approx 12 days beforehand. Showed up on the day of the appointment and everything went off without a hitch. Great job.” – Gary C., UMassFive Member
- From a member: “Had an appointment today to apply for a new and larger Home Equity Line of Credit. Very satisfied with the very efficient experience. I love my CU, and today’s experience was one more good example of why.” – Barbara P., UMassFive Member
A Bright Future Outlook: Refining Service Design and Expanding to New Communities
With a more predictable, insight‑rich operation in place, UMassFive is using Coconut not just to run today’s branches more smoothly, but to plan for what’s next.
UMassFive discovered that appointment data revealed operational insights previously unnoticed. Reviewing appointment types and actual durations allowed the credit union to better align staff expertise and availability, improving both efficiency and member experience.
UMassFive continues to refine service design using Coconut metrics, reducing average member wait time from 7 minutes to 4 minutes, and reducing handle time from 70 minutes to 63 minutes.
With a 7th branch opening soon, the credit union is positioned to extend its member-first approach, maintain operational efficiency, and deliver consistent, personalized service to new communities.
More Insights & Soundbites
A Partner That Reflects UMassFive’s Culture
“It looks modern, is easy to use, and ultimately Coconut’s vendor philosophy—innovative, member-focused, high-touch/high-tech, and compliant—aligned closely with our CU culture, which is a key factor when selecting partners,” says Alexis Derosier, Manager of Marketing at UMassFive. “This cultural alignment gave the team confidence that Coconut wasn’t just a scheduling tool, but a strategic partner that would grow with our members’ evolving expectations.”
Data That Surfaces Hidden Operational Inefficiencies
“One unexpected but very positive takeaway was how clearly the platform helped surface operational inefficiencies we hadn’t fully recognized before,” Derosier explains. By reviewing data on appointment types and actual appointment length, UMassFive discovered mismatches between how services were categorized and how they were delivered in practice—routine requests were sometimes over-allocated time, while more complex conversations often needed more than originally scheduled.”
“These insights also highlighted opportunities to better align staff expertise and availability with member needs, prompting more thoughtful service definitions and staffing decisions that improved both efficiency and the member experience.”
About UMassFive
Established in 1967, UMassFive College Federal Credit Union (UMassFive) is a not-for-profit financial cooperative that serves the financial needs of the people and businesses of the Pioneer Valley and beyond, including those associated with the University of Massachusetts and Five Colleges, Mercy Medical Center, Northampton VA Medical Center, UMass Chan Medical School, and other local organizations that share UMassFive's commitment to community-focused values and a sustainable local economy. The Credit Union’s earnings are reinvested back to their members through better rates, lower service charges, and improved services and banking technology. UMassFive offers a full range of financial products, including personal and business banking and lending, retirement planning and investments, and insurance. UMassFive has over 50,700 members, six branches, and assets of over $703 million. For more information about UMassFive, please visit www.umassfive.coop.
About Coconut Software
Coconut Software is redefining how financial institutions run their branches with AI-powered Intelligent Branch Solutions that unify operations, workforce planning, and customer engagement in one platform. By combining AI-driven insights with enterprise-grade appointment scheduling, in-branch queuing, video banking, and workforce optimization, Coconut helps institutions forecast demand, optimize staff allocation, and deliver seamless customer experiences—driving stronger branch performance.
