The digital branch: How one credit union is meeting their members where they are

Credit unions are unique financial institutions, existing solely to serve their members. In a digital age, particularly in a time when in-person interactions can be out of reach, new approaches must be taken to maintain a high level of service whether or not a member can visit a branch.

Char Sears, AVP of remote experience at Unitus Credit Union, spoke on a recent training with NAFCU about improving the member experience“We have a motto of meeting members where they are. That’s not only their preferences but where they are in their financial journey and supporting life defining moments. For service delivery, digital is key. We need to work with agility meeting our current members needs while also attracting new members. So its not only the ability to pivot and adjust, but having the buy-in and desire across the organization to transform and deliver digitally in new ways.”

The approach Unitus is taking with their digital branch is addressing an issue that is not unique to credit unions. Service organizations across all industries are seeing a need to increase the access of their services to their customers, constituents, or members.


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