Credit Union Times Publisher Mike Welch’s recent D-Day column on his pet peeves (CU Times, June 6) sparked one of my own. We stopped referring to our many “branches” as such about a year ago. Just as we stopped calling our “tellerless” branches “Service Centers.” Now we call them all “banking centers.” Here’s why we changed, and why we changed to that: 1. Nothing sounds more like a bank than does a “branch.” So, what’s the big deal with “banking center?” 2. Service Center sounded like we were servicing cars, you know, a lube and oil change. We’re there to provide service, yes, but not just operational services like balancing checkbooks and “servicing” accounts. 3. Most importantly, we now call them “banking centers” because that’s where people go to “do their banking.” They don’t visit us to do their “credit unioning.” So, if you ever drop by one of our “branches”(like in the little community of Sutherlin), you’ll see the sign out front reads: “Oregon Federal Credit Union, Sutherlin’s Community Banking Center” Although I agree with what Mike said about “members versus customers,” I’d suggest that he doesn’t go too deep into the pond with that pair of boots. He may soon be over his head! Dal D. King President Oregon FCU Coquille, Ore.

Complete your profile to continue reading and get FREE access to, part of your ALM digital membership.

Your access to unlimited content isn’t changing.
Once you are an ALM digital member, you’ll receive:

  • Critical information including comprehensive product and service provider listings via the Marketplace Directory, CU Careers, resources from industry leaders, webcasts, and breaking news, analysis and more with our informative Newsletters.
  • Exclusive discounts on ALM and CU Times events.
  • Access to other award-winning ALM websites including and

Already have an account?


© 2023 ALM Global, LLC, All Rights Reserved. Request academic re-use from All other uses, submit a request to [email protected]. For more information visit Asset & Logo Licensing.


Credit Union Times

Join Credit Union Times

Don’t miss crucial strategic and tactical information necessary to run your institution and better serve your members. Join Credit Union Times now!

  • Free unlimited access to Credit Union Times' trusted and independent team of experts for extensive industry news, conference coverage, people features, statistical analysis, and regulation and technology updates.
  • Exclusive discounts on ALM and Credit Union Times events.
  • Access to other award-winning ALM websites including and

Already have an account? Sign In Now
Join Credit Union Times

Copyright © 2023 ALM Global, LLC. All Rights Reserved.