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Architecture for Member Relationships

When First Commonwealth Federal Credit Union found its members increasingly migrating online, it decided its branches needed a new architecture.

The new situation required employees of the Bethlehem, Pa., credit union to transition to spending more time helping members solve problems than performing transactions.

To that end, 95 of its 176 employees of First Commonwealth ($672.4 million in assets, 54,569 members) have become Certified Financial Wellness Coaches this year through a program administered by Greenpath Inc. of Farmington Hills, Mich. This summer the credit union is launching a series of financial health seminars.

Meanwhile, the branch redesign and training efforts are part of the credit union’s recent “Different … by Design” marketing campaign.

[…] Novantas’ 2017 Omni-Channel Shopper Study found that consumer segments that placed the highest importance on branches for their checking relationship shrunk significantly in the past year, at the same time that those segments with the lowest branch attachment grew.

[…]The shift was so great that now a majority of U.S. shoppers “don’t use bank branches, don’t care much for branches … or both.”

Read the full article on Credit Union Times

For more information, contact Novantas Marketing

+1 (212) 953-4444