You’re trying to explain a problem on your screen to a support agent who can’t actually see what you’re looking at. It’s like trying to give someone directions over the phone while they’re blindfolded. Frustrating doesn’t even begin to cover it.
Baxter Credit Union (BCU) decided enough was enough. With more than 370,000 members and $6.4 billion in assets under management, they knew their digital banking support needed a serious upgrade. The solution? Glance‘s cobrowse technology, integrated directly into their Salesforce platform.
Show, Don’t Tell: A Better Way to Get Help
Think of cobrowse as screen sharing, but purpose-built for customer support. Instead of members trying to describe what’s happening on their end—”There’s a blue button… no wait, it’s more teal… actually maybe it’s just a link?”—BCU agents can now see exactly what members see in real time. They can then guide them through whatever they’re stuck on, whether that’s navigating online banking, tracking down a document, or completing a transaction.
The old way involved what’s charmingly known in the industry as the “swivel chair problem.” Agents had to bounce between multiple systems, losing time and probably their sanity in the process. By embedding Glance directly into Salesforce, BCU eliminated all that system-hopping. Everything happens in one place, which means faster resolutions and far less digital whiplash for support teams.
Why BCU Chose Glance
“We evaluated several options, but Glance quickly stood out as the ideal solution,” explained 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.”
That last part is key. When you’re dealing with your finances, clarity and speed matter. A lot. Nobody wants to spend twenty minutes describing button locations when a quick visual guide could solve everything in two.
The Bonus: Better Data, Smarter Service
Here’s where things get even more interesting. Every Glance cobrowse session gets captured within the member’s Salesforce record. That means BCU builds a complete, 360-degree view of each member’s journey over time. Human agents can reference past interactions to provide more personalized support. And as AI agents become more sophisticated, they’ll have access to that same rich context.
It’s the difference between walking into a store where nobody knows you versus one where they remember your name and preferences. Except, you know, for banking.
What’s Next
“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 isn’t stopping here. They’re planning to expand Glance across additional platforms, including their new member application experience. The goal is consistent, high-quality visual support throughout the entire member journey—from the moment someone considers joining BCU to every interaction thereafter.
Because at the end of the day, good digital support shouldn’t require members to become expert describers of their own screens. Sometimes the best solution is simply letting people show you what’s wrong. Revolutionary? Not really. Overdue? Absolutely.
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