How PenFed Credit Union Brought 2.8 Million Members' Feedback Home to One System

PenFed Credit Union consolidated its member feedback platform from Medallia into Salesforce, giving wealth managers and service reps a single record with sentiment data, case history, and automated survey flows — all in the system they already use daily.

Challenge

PenFed Credit Union (PenFed) had already made the investments. Salesforce was live. Feedback Management was in place. The ambition was there. The challenge wasn't starting — it was scaling.

As PenFed grew past $28 billion in assets and 2.8 million members, its feedback operation started carrying more weight than the architecture around it was built for. Challenges included:

Disconnected Feedback Records: Survey responses collected in Medallia rarely made it back to Salesforce, leaving wealth managers and service reps working from member profiles with no sentiment data attached.

Manual Survey Coordination: Without automated distribution or follow-up flows, survey outreach required manual intervention at every stage, slowing response rates and making the member experience inconsistent from one outreach to the next.

Fragmented Satisfaction Reporting: Satisfaction data existed but wasn't tied to the wealth manager, channel, or region leadership needed to filter by, making it hard to act on in real time.

Established Platform Investment: PenFed had built meaningfully within Medallia, so consolidating platforms required clear proof Salesforce could carry the full load before any commitment was made.

What PenFed needed wasn't a new platform. It was proof that the one it already had could carry feedback, case history, and member sentiment in the same place.

Solution

Coastal built a Feedback Management implementation designed to carry that proof. It ties survey data natively to member records and automates the coordination work that had slowed the team down.

Unified Data Model: Feedback Management is configured to relate survey responses natively to Leads, Person Accounts, and Engagement Interactions, so member feedback lands on the right record automatically.

Automated Survey Distribution: Record-triggered flows send surveys from qualified member records without manual intervention, and scheduled daily flows check for incomplete responses and send on-brand follow-up reminders.

Live Satisfaction Dashboards: Dashboards map member satisfaction scores directly onto target records, giving leadership the ability to filter by wealth manager, channel, or region in real time.

Governed Platform Consolidation: The implementation was scoped and validated against PenFed's existing Medallia workflows before cutover, giving the credit union the confidence to retire the legacy platform rather than run both systems side by side.

The combined effect moved PenFed from two feedback systems working in isolation to one, with sentiment, case history, and survey data now living where its people already work.

Clouds & Products

Feedback Management
Agentforce
Agentforce Financial Services
Flows

Results

PenFed now runs member feedback as one coordinated system — with the data foundation in place to support what comes next.

Unified Member View: PenFed moved from two disconnected platforms to one, with survey responses, satisfaction scores, and case history now surfacing together for the first time in the system reps use daily.

Recovered Staff Time: Automated distribution and follow-up flows took over work that previously required manual coordination at every stage, freeing staff to focus on member-facing tasks.

Real-Time Leadership Visibility: Satisfaction data became filterable by wealth manager, channel, and region in real time, closing a reporting gap leadership previously had to piece together manually.

Platform Consolidation Validated: PenFed migrated off Medallia with confidence that Salesforce could carry the full load, the prerequisite for deeper platform investment going forward.

Expanding Partnership: Coastal also built Agent Wingman, an Agentforce agent for PenFed's call centers — projected to save $1.6M annually, cut after-call work time by 50%, and reduce held calls by 40%. The data foundation and operational confidence built here laid the groundwork for that broader Agentforce program.

The institutions that get member experience right aren't the ones with the most platforms. They're the ones who bring the data home first.