The role of the credit union branch has been up for debate for some time. Customers will always desire a physical location in some capacity, but the raw numbers show that branch traffic is decreasing while digital traffic is increasing.
It’s easy to see how a more connected, more digital credit union will be the future of banking in the CU space. Online and mobile banking provide unparalleled convenience for the customer’s day-to-day needs.
While the customer service and face-to-face interactions that a branch experience offers are important and will continue to last, all eyes should be on the role that CUs can play digitally.
Here are 3 tips for finding success on digital platforms:
1) Rethink your website
There are parallels to the branch throughout your website. An old homepage design can give the same impression as a dilapidated building. If it has been a few years since you redesigned your site, consider renovations.
Is your site easy and intuitive to navigate, or is important information hidden in sub-menu after sub-menu? Your customers shouldn’t have to traverse a labyrinth to find what they’re looking for.
Does your homepage showcase dynamic information? If your homepage isn’t updated regularly with new promotions or campaigns then you’re missing out on opportunities to connect with users.
2) Broadcast your message
Regulation and compliance have meant that the whole banking industry has been slow to adopt social media. Facebook, Twitter, Pinterest and other services allow you to reach large audiences frequently, including people who might not find you otherwise.
It doesn’t take a big time investment to participate and with a little persistence and creativity you can accomplish great things on a shoestring budget.
3) Engage customers with content
Show your customers that you have more to offer than just transactions. “Content” is what fleshes out your website and provides an experience that isn’t product- or transaction-focused.
More than 1 in 3 Millennials view their financial institution as their PRIMARY resource for financial information (TD Bank). Customers of all ages could use content like retirement guides, financial planning checklists, or savings tips and tricks. These types of content can help people save money and avoid mistakes, keeping them engaged without a product pitch.