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Baxter Credit Union (BCU) is strengthening its digital banking support experience through a new integration between Glance and Salesforce, enabling members to receive faster, more personalized assistance during online interactions.
As digital banking becomes increasingly central to customer engagement, financial institutions are seeking ways to improve support experiences while reducing friction for both members and service teams. BCU identified challenges caused by disconnected systems and inefficient workflows that slowed issue resolution and complicated the customer journey.
By integrating Glance Cobrowse directly into Salesforce, BCU enables service representatives to instantly join members in secure, real-time browsing sessions. Instead of verbally explaining issues step by step, members can now visually show agents exactly what they are experiencing during online banking interactions.
The integrated experience helps representatives guide members through account navigation, document access, transaction support, and other digital banking tasks more efficiently and accurately.
“We evaluated several options, but Glance quickly stood out as the ideal solution,” said Dane Pellegrini, Senior CRM Product Manager at BCU. “It was easy to implement within Salesforce and simple to manage. Most importantly, it allows our members to show us what they’re experiencing instead of trying to explain it. That creates a sense of clarity and relief, and it helps us resolve issues much faster.”
The integration also helps eliminate the “swivel chair” problem, where customer support agents must constantly switch between disconnected systems while assisting users. With all interactions managed directly within Salesforce, representatives gain a more unified workflow and improved visibility into the customer journey.
In addition, session information is stored within a unified member profile, providing a more complete view of customer interactions for both human agents and AI-powered support systems. This centralized visibility helps BCU deliver more personalized and context-aware support experiences.
“Bringing human support directly into digital interactions is exactly where customer experience is heading,” said Heather Nightingale, Vice President of Product at Glance. “BCU is a great example of how embedding Glance into Salesforce eliminates friction for customer service team members while giving members the clarity and confidence they need in important financial moments.”
BCU plans to expand its use of Glance across additional digital platforms, including new member onboarding and application experiences, with the goal of creating a more consistent and seamless support journey across all customer touchpoints.
The collaboration reflects a broader trend across financial services, where organizations are increasingly combining real-time visual support, AI-driven insights, and integrated CRM systems to improve customer satisfaction, accelerate issue resolution, and strengthen digital engagement.
