The recent Credit Union Times article, "Digital and Bricks and Mortar Fill Consumer Needs," (April 13, page 20) validates the need for credit unions to make the digital shift sooner rather than later. While it’s true many members still visit their physical branches, new technology is quickly changing their expectations for speed and convenience when it comes to financial services.
It’s time for credit unions to "think digital"–make their products available remotely, upgrade their websites and e-banking programs, add mobile capabilities, consolidate email, text and voice messaging communication channels. By studying members’ online and mobile behaviors, credit unions can learn which technologies best appeal to their members.
As the popularity of smartphones and other Internet-enabled devices continues to grow, along with more consumers finding their comfort zone in using technology, it won’t be long until mobile becomes the norm.
It’s a fast-paced, instant-response, digital world–and credit unions must be willing and able to adapt to their members’ changing technology preferences. If not, members will go elsewhere.