With credit union member adoption of mobile bankingoutpacing that of banks, there's no doubt that credit unions havecome of age regarding the use of mobile technology.

Monthly growth rates range between 9% and 10% according toAustin, Texas-based Malauzi Software.

Nevertheless, many are still missing opportunities to reapbenefits from mobile technology in other ways, most significantly,by enhancing branch operations and revenue.

From identifying marketing opportunities to reducing fraud, thebenefits of integrating mobile technology into branch operationsare nearly limitless. Here are a few key examples.

Data analysis goes mobile

Savvy credit union management is using business intelligence toanalyze transaction data from the core processor, credit cardactivity records and other data streams, and then glean importantinformation that positively impacts the bottom line. The datareports that these BI solutions can create runs the gamut from keyperformance indicators about teller efficiency to out-of-rangetransactions such as multiple deposits and withdrawals into thesame account, quickly, that might indicate fraud. These analysesalso include analyzing member activity patterns to help each branchtarget its customer service and sales efforts.

No matter what type of information is being harvested, analyzedand delivered, the best of these solutions are fullymobile-integrated. Depending on the solution, that can meanproviding performance charts and reports to the smartphones andtablets of regional supervisors, or sending real-time text alertsof suspicious activity to branch managers.

In all cases, when key decision makers can receive and quicklyretrieve data on demand in a mobile environment, they are betterequipped to act quickly and arrive at informed and appropriatedecisions.

Keep the workforce moving

Member visits to branches are dropping as adoption of mobilebanking goes up. Many credit unions are addressing this challengeby using dynamic scheduling solutions that can adapt to changingtraffic forecasts as often as daily. If these solutions offer amobile interface with an alerting system, credit union managementcan more quickly notify tellers and other production personnel whenor if their schedules change.

Such a solution often has the added convenience of lettingworkers send messages back to their managers, for example, tonotify them if they need to take a personal day or to request timeoff for vacations. Although the phone is always an option, amobile-to-mobile connection between credit union personnel andmanagement not only streamlines scheduling, it ensures everyone canboth receive and send notifications outside of business hours.

The mobile lobby

Credit unions that are replacing outdated paper sign-in sheetswith modern technology are realizing the combined power thesesolutions provide, including the ability to collect data thatfacilitates analytics and propels customer service. Some of thesesolutions support the use of iPads and other mobile tablets forlobby sign-in, enabling members to provide information about theirassistance requests directly rather than wait until they see amember service representative.

This approach has three benefits: It professionalizes the lobbysign-in step and engages members while they wait, streamlines theassistance process and can reduce wait times, especially if itsends an alert to a MSR as soon as someone signs in, and lets MSRssee the member's request in advance via computer terminal orsmartphones so they can be better prepared to address it.

Optimally, these solutions will also be able to alert both MSRsand credit union management if lobby-assist wait times exceed acertain threshold.

Community outreach

Mobile technology is making it possible for credit unions tooffer a branch presence outside of the physical structure. By usingsecure, Wi-Fi-enabled tablet devices at booths sponsored by thecredit union during community events, representatives can sign upnew members, pre-qualify an individual for a loan, take credit cardapplications, and more. Mobile-based activities like these not onlypromote more sales, they also enable credit unions to servicemembers wherever they might be.

Future belongs to credit unions

Mobile devices are becoming increasingly ubiquitous. Per the PewResearch Center, 58% of American adults now have a smartphone, and42% own a tablet. Adopting mobile technology where possible at eachlocation, especially in publicly visible areas such as the lobby,positions credit unions to extract more value from their branchesand show members they are modern and technology-forward.

W. Michael Scott is president/CEO of Financial ManagementSolutions Inc. He can be reached at 877-887-3022or [email protected].