LOS ANGELES – Are digital channels convenient for members? Ofcourse they are.

Should your quest for member convenience end with digitalchannels? Definitely not.

Or put another way, credit unions don’t need a digital strategy,they need a convenience strategy.

That was the message from Erik Vandermause, VP of TruStageInnovation and Channels at CUNAMutual Group, during his session Tuesday at the California andNevada Credit Union Leagues’ REACH annual meeting andconvention.

“Today’s consumers prefer products and services that allow themto feel more in control of their time,” Vandermause said. However,he was quick to point out that convenience doesn’t always meandigital. This explains why, as mobile continues to explode, thenumber of credit union branches also continues to rise.

“Digitalis leading the way and defines the future in terms ofmembership growth,” he added. “On the other hand, brick and mortarbranches are clearly seeing a renaissance.”

This is because what constitutes convenience depends on theparticular situation. Vandermause pointed to 2013 research byNovarta that explored consumer preference in terms of convenienceversus complexity.

Not surprisingly, for a transaction as simple as checking anaccount balance, nearly 90% of consumers preferred a digitalchannel. At the other end of the spectrum, more than 80% ofconsumers preferred to get financial advice either in the branch oron the telephone with a live person. At nearly 60%, branches werealso the overwhelming favorite for making deposits.

“As the complexity of the transaction increases,” Vandermausesaid, “it’s actually more convenient to speak with someone who canhelp.”

According to Vandermause, omni-channel delivery is also becomingincreasingly important to member convenience. He clarified thedifferences between multi-channel and omni-channel, namely thatomni-channel delivery focuses on both a consistent user experienceacross all channels and a customized user experience based onaccess device, e.g., smartphone vs. tablet.

From Progressive Insurance to your local cable TV company,service providers of all types are encouraging consumers to“bundle” services. Vandermause recommended a similar approach forcredit unions seeking to increase member convenience. For example,credit unions can bundle car-buying, auto insurance and financing,reducing a three-purchase proposition to a single transaction.

“If you give people their time back, you’ll do well,”Vandermause concluded.