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Future Branches Interview

A Hybrid Approach to Improving Credit Union Members’ Experiences—Insights from Aaron Young at CU So Cal

A Hybrid Approach to Improving Credit Union Members’ Experiences

Insights from Aaron Young at CU So Cal

The banking industry is changing rapidly, with more and more customers requesting to use digital channels to complete financial transactions. The shift to merge virtual, digital, and in-person banking is challenging. Even so, the benefits to the members/customers outweigh the time and effort it takes to coordinate and perfect a new workflow. Many banks and credit unions are now focusing on a hybrid approach that combines the best of both worlds.

In a recent interview at the Future Branches Conference (Austin, TX), the Coconut Software and Credit Union of Southern California industry leaders discussed their experiences. They shared insights on creating successful hybrid bank experiences. Eric, the VP of Product at Coconut Software, explained that his company provides scheduling software specifically designed for financial advisors. Aaron has worked with Coconut Software for the past 3-1/2 years.

Eric and Aaron discussed the importance of marrying digital and in-person branch services to create a seamless, consistent banking experience for members. Aaron pointed out that as banks and credit unions focus more on digital experiences, they may unintentionally create inconsistencies that can negatively impact the customer experience. If customers have to switch between channels or start over every time they want to complete a transaction, this can be frustrating and time-consuming. To address this issue, banks and credit unions must provide a consistent starting point for customers across all channels.

The duo emphasized the importance of understanding member behavior and preferences. From the perspective of the scheduling software (Coconut Software), Eric highlighted the need to provide customers with a personalized experience tailored to their unique needs and preferences. By doing so, banks and credit unions can build stronger customer relationships and increase customer loyalty and trust.

Another key takeaway from the discussion revealed the importance of leveraging technology to create a consistent, easy-to-replicate transaction experience. Banks and Credit Unions must implement technology that enables customers to switch between channels easily without starting over every time. This requires the right platforms—that can integrate and talk to each other—and the right processes and procedures to ensure consistency and efficiency.

During the last portion of the conversation, Aaron discusses the involvement levels of different staff members. For example, those in leadership need to understand how each piece of technology works at a high level so they can approve and advise integrations between departments. In contrast, member-facing associates need to know each platform in detail from an admin and an end-user point of view to walk members through processes smoothly remotely and in person expertly.

In conclusion, the panel discussion highlighted the importance of a hybrid banking approach that leverages both digital and branch channels as connected gateways to do-it-yourself or do-it-together humanized experiences. By doing so, banks and credit unions can create a consistent, seamless, and personalized experience for their members/customers. With the right technology and processes, banks and credit unions can revolutionize the banking experience and build strong relationships with their members/customers for years to come.

Looking for ways to improve your members’ experiences? Let's start a conversation! Message Aaron to book a consultation.

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