Citadel Federal Credit Union ($3.1B, Exton, PA) brought in expert advice when it sought ways to improve the member experience. It asked branch staff to name one thing they would change about the branch to make a better member experience.
“We got a ton of ideas about what was working, what wasn’t working, and what members did and didn’t like,” says Pam Krupansky, the credit union’s vice president of retail delivery.
Those conversations in 2014 kick-started an effort to introduce a new branch concept. Across the following 12 months, a Citadel project manager and a third-party architect consolidated notes from employee conversations, considered technology needs, and conducted vendor due diligence before rolling out a new concept in 2015 that the credit union hoped would encourage member interaction and deepen relationships.