Solarity Credit Union members have much more freedom with their in-branch banking experience due to a digital transformation that allows members to bank on their time and at their own pace.
Solarity employed the use of self-service Smart ATMs where members can conduct any transaction and transitioned its branch employees to the role of Experience Guides, who are available to consult with members to answer their questions. Experience Guides can also connect members with Digital Financial Guides (DFGs) via video conference inside private rooms. DFGs can open new accounts, take loan applications and assist members with more complex banking needs.
It started in the spring of 2020. With empty branch lobbies due to the COVID-19 shutdown, Solarity leaders capitalized on the opportunity to remodel and revamp the entire experience. Solarity leaders had already tested the idea in a smaller branch in 2015. After conducting extensive membership research including analyzing more than 10 million transactions, the data assured Solarity leaders that members’ needs would be satisfied with mobile banking and Smart ATMs. In March of 2021, Solarity invited a cross-section of members, including those who prefer in-person banking as well as digital enthusiasts, to help test the new branch experience. These members were able to try the Smart ATMs and give feedback on the transition from tellers to Experience Guides.
“Reactions were positive, including among members who were reluctant to adopt digital options” says Chief Operating Officer Carrie Gabbard. “It gave us a confidence boost because it went pretty smooth. They appreciated the simplicity of the Smart ATM and that they were in and out of the branch much quicker than with traditional tellers.”
“Our success with this has validated our belief that the future of branching and the member experience will be different,” adds President and CEO Mina Worthington. “This all confirmed for us that the redesign was in alignment with our value proposition, giving members more time to do the things they love.”
Worthington and Gabbard say the biggest win of all is that Solarity better understands its membership and Solarity can give members the gift of time while they enjoy a better banking experience.
"I love being able to still talk to someone face-to-face if I need to get an account or a loan,” says one member, referencing both the Experience Guides and the DFGs on videoconference. “It doesn't bother me at all that it is through a screen. I've become used to that over the last year."
"I just hate technology but if I have a nice person guiding me like I did, I guess at 86 years old, I will have to keep trying,” one long-time member says. “It’s nice having someone to help me as needed."
