Branch by Branch: Delivering on the credit union promise of personalized service

BY MEREDITH DEEN

Credit unions have built their collective brand promise on providing personalized member service. But putting members first looks a lot different now than it did back in past decades when tellers could greet by name all the people who walked through the front door.

Members today expect more than a familiar face from their financial services providers. They require a wider range of products and services, a full array of delivery channel options, and account access whenever and wherever they want it. At the same time, they continue to appreciate good old-fashioned personal service. This is especially true of consumers who have specifically chosen to remain with or move their business to a financial institution that claims to be different from its competitors. If a credit union promises to put members first, the front line service it provides should clearly demonstrate that commitment.

How can credit unions deliver on the expectations of members to provide this combination of modern-day banking and individualized attention to their financial needs?Several timeless aspects of one-to-one personal service, combined with technological tools for branch management, can help zero in on the types of transactions and guidance members are seeking so the financial professionals staffing each branch can anticipate and deliver on those needs.


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