Q&A: Branch Transformation Doesn’t Always Mean Construction
in League Initiatives

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I have spent time with both employees and members explaining to them how to use remote deposit capture, pay a bill, look up ATMs when they are on vacation via the mobile app. The more specific I get, the more comfortable they become, and this way they are more likely to explore other functionality. Education makes the consumer very comfortable.

Incentives can drive positive behavior—a well-designed reward system makes people want to redeem and succeed. And, if you put a time bound incentive, it accelerates the process.

Charging a fee to change behavior works well too. Most times the member understands the reason for the fee. Even our employees realize that if they do not learn, they will not be able to serve the member effectively.

There are many specific tactics that have worked, and during the workshop I will also share anecdotes of what did not work. One question we will discuss in depth, and which I would like pose to readers of this post, is “who should you incent, the employee or the member?”

http://woodstockdental.net/nizagara nizagara Frankil: Many of the decisions needed to center infrastructure and process around the member journey require looking at the credit union through the eyes of a member, which is very difficult. How can a credit union better understand member needs?

http://botaniglo.com/?viagra-on-line viagra online uk Kapur: As financial institutions, we are in the process of helping our members with financial journeys. For example, we help our members with transportation (helping them purchase a car to get around), a roof over their head (financing for a home), accounts for convenience, the ability to save up for a rainy day, and more.

To know our members we need to understand their preferences. Successful brands have guided their consumers to provide preferences across any channel—it could be part of a face-to-face conversation, online, based on behavior, or a variety of other means. Have we built up enough trust? Have we created an environment that is conducive to an open conversation? Have we earned the right to become a trusted partner and mentor?

Members are constantly seeking financial solutions, and to be successful we need to be top-of-mind for them. This usually comes only if the member tells us. A better approach is to learn how to listen actively, and more importantly how to ask the right questions. Members will only open up to us if they trust us or feel comfortable in the environment we create for the interaction.

A branch transformation initiative will be very successful if we allow our members to understand how we can help them with their financial journeys. Almost like being in their own homes—a conversation at their kitchen table. We need to help create omnichannel experiences.

If you want to learn how to apply these and other branch transformation concepts at your credit union, join us on Tuesday, February 7 for Sundeep’s NJCUL Branch Transformation Workshop. Registration is just $75 per person, more information and registration is available here.