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.

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