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Investments in Branches Also Lead to Sales, Service Improvements

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BY MEREDITH DEEN

How much is your credit union putting into its physical branch infrastructure? Making branches a priority in this day and age of mobile banking is paying off for CUs across the country. Learn how several credit unions have improved their customer service and thereby boosted sales by prioritizing the branch experience.

BrightStar Credit Union has directed a spotlight on the importance of investing in branches.

The $430 million in assets credit union operates seven retail offices in the Sunshine State, all located in affluent areas north of Miami and none more than a few miles from the Atlantic Ocean. BrightStar has made it easy for its 53,000 members to visit a branch. It maintains extended evening hours by staying open until 7:00 p.m. on Fridays and keeps open-lobby hours on Saturdays.

Those extra hours when BrightStar is open for business has made it crucial for management to maximize the impact of its on-the-floor employees. To that end, BrightStar turned to a suite of workforce optimization solutions.

“We found exactly what we were looking for when we sought out a software solution that would help us with our branch staff scheduling,” said Dennis Leiva, BrightStar’s vice president of operations. The suite of products will help BrightStar “automate our staffing process [and] ensure we are not short staffed anywhere in our branch network at any given time, while minimizing excess staffing levels.”

BrightStar is just one financial institution that continues to place a high priority on making investments in its physical branch infrastructure. Rather than pouring all of its resources into mobile banking, many credit unions and banks have decided that their branch networks are a valuable tool in the quest to improve customer service, which in turn boosts sales.

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