Branch staff take center stage amid transformations

New technology and design changes force credit unions to update staffing models.

For many financial institutions, the teller line is no longer a line and a teller is no longer a teller.

Technology, consumer preferences, and design changes have altered the way members obtain services at their credit union branch. And front-line employees have had to up their service game to keep pace, according to a recent CUNA Councils webinar.

“Branch staff have to take center stage and be the member’s advisor,” says Jamie Eads, director of retail staffing at Bancography, a firm that offers branch planning, network optimization, and retail staffing services.

Most institutions are shifting to the universal associate methodology, where front-line employees have a breadth of expertise on the vast majority of their credit union’s products and services.


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