PANAMA CITY, Fla.—As more CUs teach members about the advantages of touchscreen, teller-less branches, one credit union that has opened its first high-tech office hopes to learn from its members as well.
The $1.2-bllion Tyndall Federal Credit Union’s second Dothan, Ala., location is filled with interactive tools. Depending on how members use the devices and how they navigate to product information, the CU will adjust the way products are presented in-branch and also on its website.
“What makes this branch different from our other locations is the interactive member-facing tools,” said Katie Mackay, VP and chief marketing officer. “When you walk in we have what we call the discovery zone—a bar with barstools and two iPads with touch-screens.
Consumers can learn about Tyndall Federal’s product offerings, and there also is an educational component,” said Mackay. “For example, members can find out what a home equity line of credit is and how it differs from a regular mortgage loan.”
Alongside the bar is an interactive video wall where consumers can learn about the credit union, and how it can be accessed. “For example, if people want to see where all of our ATMs are—even ATMs outside the state they can use—they can pull up a map on the wall. We had man join the credit union after using the wall. He said he didn’t think credit unions offered a great deal of access, not like banks, but then the wall showed him differently.”
Via all interactive tools, Tyndall presents its products in three categories: Everyday Banking, Auto Loan Solutions and Home Loan Solutions. “We believe this approach delivers products in a more member-focused view,” said Mackay. “Under Everyday Banking we have credit cards and checking. Those are products used almost daily by members.”
Mackay said the credit union is monitoring how members access products and said TFCU will refine the categories if needed.
“We want to learn from our members how to best organize our products to meet their needs,” said Mackay.
Universal Employees
Mackay said the new office also does not have teller lines. If members need to speak with a staff member, they are greeted by an employee who assists them throughout their entire visit. “These are truly universal employees,” said Mackay.
If members need a teller transaction, the employee works side-by-side with the member at a free-standing teller station.
“And if the member needs to see an expert, say on IRAs, and we don’t have one fee at the branch, they can go to a video kiosk and speak face-to-face with an expert at another location,” said Mackay.
If the prototype office is successful, Mackay said Tyndall will retrofit some of its other 13 offices with the technology.
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