Remember the days when banking was always done face-to-face? Itmay seem like a distant memory, but there was a time – not thatlong ago – when banking was conducted when people walked into abranch.

Today, of course, Americans live in a 24/7 environment. They nolonger want to be constrained by traditional “banker's hours.” As aresult, they expect their financial organizations to meet theirneeds by conforming to their schedules, rather than the other wayaround.

Convenience has become almost as important as confidence in thestability of their financial institutions.

To meet consumer demands to make transactions quickly, getaccurate and timely answers to their questions, and conductbusiness at times that are convenient to them, more and more creditunions are taking advantage of the advances technology affords.

Electronic services like online banking, mobile banking, textbanking, remote deposit, online statements and notices, imagingATMs and online account opening are no longer just the domain ofthe big banks.

SECU offers a good case in point. This year alone, we finishedconverting deposit-taking ATMs to imaging technology, added alertsto online banking, and enhanced our mobile banking through a muchimproved user interface and iPhone app.

Shortly, we will be rolling out enhanced mobile banking onBlackBerry and Android, and also coming soon is remote depositcapture which will allow customers to use smart phones to makedeposits.

All of that is just the tip of the iceberg, though.Increasingly, credit unions are engaging their customers throughthe use of social media. Facebook, Twitter and other social mediasites give individuals a forum to ask questions and enhance theirfinancial literacy. Members can stay current on important accountnews, as well as new or pending legislation, events, andpromotions.

Just as important, social media sites make banking moreconvenient, particularly for consumers in the 18-35 age range whohave strongly indicated that they prefer to interact online.

According to a recent survey by Fiserv Inc., 84% of 3,000 onlineconsumers polled indicated that they regularly use social media.While only 11% said that they had connected to their financialinstitutions in that way, that number is rising as more creditunions adopt a social media policy.

Still, there is room for growth. Despite the high level ofsocial media acceptance and use, only 10% of 166 financial servicescompanies polled in a survey conducted by the Aite Group said theypossessed “advanced knowledge” of social media. More than halfconsidered themselves “novices” at using social media, however,while 30% admitted they devote no funding at all to social mediacampaigns.

Although social media is gradually gaining acceptance at creditunions across the nation, enhanced technology undoubtedly isplaying a more prominent role in the design of the branchesthemselves. Despite the desire to bank whenever it is convenient,there are still times when people want or need face-to-facebanking.

When such instances occur – and perhaps because service willalways be paramount in distinguishing credit unions from banks –robust, technologically elite branch services are essential.

To that end, credit unions are designing modern branches thatprovide streamlined, efficient and effective services. In somecases, this means building new branches, but not necessarily.Refurbishing existing branches can make them more effective bytoday's standards.

Regardless, providing a modern branch experience that offersaccess to online banking, enhanced ATMs and cutting-edge tellerstations not only helps people make their in-branch transactionsfaster and more effective, but also goes a long way towardenhancing the credit union's reputation in the marketplace.

Of course, face-to-face service to assist in opening complexaccounts or applying for loans needs to be available too.Technology can enhance – but never replace – the true one-on-onemember service so many people have come to expect from creditunions.

As quickly as technology has changed and improved the way we dobusiness, members can and will expect more changes to come.

Technology, when applied effectively, can provide solutions forenhanced member relationships. By combining online options withface-to-face access to information and service, credit unions aredoing what it takes to make customers financially successful andimprove the financial well-being of the communities we serve.

Rod Staatz is thepresident and CEO of the $2.2 billion, 243,000-member SECU inLinthicum, Md., and a member of the CUNA Board ofDirectors.