Listerhill launches new branch prototype
MUSCLE SHOALS, AL (April 19, 2018) — While many in the financial services industry are struggling to find a happy medium between a digital and physical presence, Listerhill Credit Union has planted a flag into the financial services landscape by opening a state of the art facility that also expands services opportunities to its members.
“The expectations of what a branch is are changing,” said Brad Green, President & CEO of Listerhill. “Of utmost concern to us is the value, the convenience, and the experience that we provide our members.”
Kristen Mashburn, Chief of Staff-Retail at Listerhill, said that the Muscle Shoals-based credit union proactively sought to write a new chapter in its service story while also introducing modern design elements reflective of the credit union’s mission, vision, and values.
The 4,000 square foot financial center introduces a new concept of Listerhill’s enhanced retail model, which includes an open floor plan and employees able to assist members with any of their financial needs. The branch also includes a tubeless drive-thru area with new Hyosung ATMs that allow members to make deposits, payments, or withdrawals anytime – even without a debit card. The ATM offers members an optional video link to connect with a Member Advocate inside the branch in case they need assistance with a transaction.
Inside the branch, members can grab a cup of locally-roasted coffee or a chilled bottle of water while children have access to iPads with financially-themed games. The member waiting area of the branch features a “Community Wall” that allows members to see the local impact of Listerhill’s footprint.
“This office is the culmination of many years of work,” said Mashburn. “From surveys, workshops, and credit union visits to constructing, training, and testing – our team made sure that our members’ needs were considered first in every decision we made.”
Mashburn said that a cross-sectional team of employees from management, facilities, people operations, marketing, and IT formed a “Retail Task Force” to make sure the highest standards were applied all the way from the drawing plans to the last coat of paint.
“We’ve already seen a positive shift in our members’ adoption of the Killen branch and its resources,” said Mashburn. According to Mashburn, it is an industry norm that branch traffic falls off and member satisfaction scores suffer after a new branch is opened.
“Our expectation was to see a substantial drop in our Net Promoter Score, but it is now far better than we ever expected,” Mashburn said. “Even our older members have seemed to enjoy the technology available to them along with having someone present to assist them.”
Mashburn said that in the weeks leading up to the branch officially opening its doors, members could get a preview of the branch’s new look along with the services available by visiting a video wall in front of the new branch. Listerhill also placed a video wall at the old branch location down the street that would close when the new branch opened.
Listerhill also placed staff in the drive-thru lanes at its new branch for six weeks in order to show members the features of the new ATMs. Mashburn said that members had the option of requesting video assistance through the ATM or having a staff member walk them through the services available. Listerhill staff also had hot chocolate onhand to make the colder weather more bearable.
“We have made every effort to try to establish the perfect balance between the technology that is offered in this location with the personal touch,” added Green.
Members of the local business community got to experience all of the new branch features, complete with one-on-one tours of the facility, at Listerhill’s grand opening event in mid-February. Two weeks prior to the grand opening, Listerhill held a “Friends & Family Night” to allow employees, their family members, and friends to experience the renovated branch firsthand, see its capabilities, and enjoy some catered ware.
“The best thing that we can do to help our members is to give them more of Listerhill,” said Listerhill Board Chairman Larry Hester. “This facility in Killen represents that ability to be able to meet every need, every financial problem, and every financial planning need that might arise.”
“There’s more of this to come in the future of Listerhill,” said Green. “With this design and with this project in Killen, we are looking to create similar features and experiences at new and existing branches in our service area.”
“This branch is an example of what we can do when we strive to exceed expectations,” said Mashburn. “There’s true excitement here that will help serve as a springboard for our future growth.”
About Listerhill Credit Union
Listerhill Credit Union is a nonprofit, member-owned financial institution. Founded by Shoals residents 71 years ago, Listerhill has grown to include 93,000 members, $1.3 billion in assets and 17 branches, making it the seventh largest credit union based in Alabama. For more information, please visit www.listerhill.com or call 800-239-6033.