Three mantras to keep top of mind. By Craig Beach Sponsored by CO-OP Financial Services 
Branches have been foundational to the credit union service proposition since the beginning. What’s more, branches continue to deliver unique value to your members today, remaining one of your most strategic assets. Focusing on fast-evolving mobile and digital platforms is vital, but so is investing in branching. For consumers, there are simply times when business is best conducted face to face. To keep forging forward in meeting members’ needs, keep the following three mantras top of mind:
- Self-Service Delivers Speed and Convenience.
Your branch should be designed to serve members in any way they want to be served, and having the right self-service strategy in place helps you achieve this. Surveys, time and again, reflect that members value convenience and speed. And self-service works best when technologies deliver the same level of service that a live teller gives. So if a bank of smart ATMs makes it convenient for members to access their accounts, deploy the technology. Remember that the human touch matters. Consider equipping your ATMs with a video concierge option that connects members to representatives–and support self-service tools with a full-service employee who can step in to assist members as needed.
- Employees Are Your Brand Ambassadors
While technology is powerful, it is not all powerful. Migrating routine transactions to self-service channels can make the branch experience fast and convenient for members, but only your employees can provide the kind of personalized, human-centered experiences that help build relationships. So elevate the role of employees in the branch. Empower them to grow revenue across your offerings by first getting to know members and then guiding them to the products and services that will best strengthen their financial picture. Today’s branch employee is there to engage with your community. Be sure that employee converses with members, offers them complimentary services, and takes opportunities to forge connections that enrich members’ branch experience and inspire loyalty.
- Education is a Service
Fintech is expanding rapidly all around us, making it difficult for even the most tech-savvy consumer to keep pace. That is where your value as a financial institution really shines. Your ability to help members decipher an increasingly complicated financial landscape is a valuable service that delivers new innovations to them while positioning you as a valued advisor and thought leader. Educate your employees so they can, in turn, teach members. Becoming a valued resource to members will strengthen your branches and transform them into inviting hubs of activity that build member relationships and cultivate a sense of community. Craig Beach is chief operating officer of CO-OP Shared Branching, a business unit of CUES Supplier member CO-OP Financial Services, Rancho Cucamonga, Calif. Beach can be reached at 678.812.1322. CUES School of Member Experience will be held Sept. 26-27 in Charleston, S.C.
