Credit Union expands staff roles to enhance member experience

GLENDALE, AZ (October 29, 2014) — Credit Union West began an initiative at the beginning of 2014 to drive up member efficiency and enhance the members’ overall experience within their branches. The credit union began by redefining staff roles, giving each employee the opportunity to build relationships and make a difference for members. They established convenient work stations so the representative can create a smooth transition for the member from the teller line to the desk.

In a time where mobile and online banking users are on the rise, Credit Union West strives to accommodate the growing needs of their members who enjoy personalized service in their branches. Debbie Winter, VP of Branches, expressed that the revitalization of branch staff roles demonstrates the credit union’s desire to meet member expectations and improve overall banking services. “Our goal is that no matter what our members’ financial needs are, when they visit a branch the representative can help them with everything,” Winter said, “One and done service – just like that!”

The Maricopa and Yavapai County based credit union, which has over 52,000 members and over $500 million in assets, also launched free Wi-Fi at their branch locations. Winter said that each branch has a designated computer station where they can assist members with their online banking but also wanted to be able to allow the member to use their own devices. “Creating a unique member experience is one of the best ways to exceed their expectations,” she said. “It increases overall satisfaction and establishes the foundation for us to be their life-long financial partner.”

Winter said the flexibility of branch staff and Wi-Fi capabilities are just some of the innovative steps the credit union is taking. The non-profit financial organization plans to continue to raise the bar in financial services, “Our goal is to raise awareness of the credit union movement and to strengthen member relations,” she said, “Our members’ financial well-being is important to us, now and in the future.”

About Credit Union West
Credit Union West was founded in 1951 and is an award-winning financial cooperative. Today it serves over 52,000 members with more than $500 million in assets. The credit union’s core principles have guided its decisions, which in turn has ensured integrity and trusted member service. Membership is open to anyone who lives, works or worships in Maricopa or Yavapai counties and family members of current members. Credit Union West is federally insured by the NCUA and is an Equal Opportunity Lender.



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