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Do Fancy Branches Matter to Members?
Tuesday, May 14, 2013 6:55 AM

When it comes to what matters to your members, are they more impressed with the quality of your window dressing or the quality of your team members?

A recent survey by SYNERGISTICS Research finds that consumers are far more concerned with the skills and knowledge of the branch staff and the location of the branch than they are with how slick the branch looks. 

When asked which of three branch features is most important to them, only 4 percent of consumers indicated branch appearance as the most important. Consumers were split with regard to whether they considered staff quality or branch location to be the most important feature.

The research reinforces the importance of investing in frontline staff, who represent the face of the credit union to members. Given the plethora of information branch staff members are expected to know, the Texas Credit Union League offers numerous training opportunities through webinars, seminars and conferences. Be sure to register by May 20 to take advantage of early bird registration for the upcoming Compliance, Audit & HR Conference in Austin June 19-21. Or take a look at other upcoming trainings that may benefit credit union branch managers and frontline staff at http://www.tcul.coop/Training_Events.html.