How to create that relationship will be different for each credit union in every community--there is no one-size-fits-all solution. The people who make up the segment or community you serve have their own special blend of needs, desires and fears. Each credit union has its own unique culture, a product of many years of learning how to provide quality service to its members.

As each branch is planned, it needs to be custom designed to reflect the unique aspects of that credit union and help reinforce its identity. The best branch designs consist of a "kit of parts" that can be arranged in different ways to best respond to the needs of the members that it serves (i.e. provide a kids' area in a branch located in a community comprised of young families). The branch must be designed to foster a relationship of trust and provide a seamless way for the credit union employee to meet the member's needs without dragging them all around the branch.

Here are some design principles that can help a branch promote trust relationships and quality service:

oGetting Ready for Company

Just like you spruce up your living room before you have guests over, the branch needs to be designed with the idea that you are about to receive very important guests. Also, just like our homes, the branch must be welcoming and inviting and make the members feel at ease at the same time as it makes them feel important.

o Exude Professionalism and Knowledge

The branch must be a clean, professional place of business. The goal is to build a relationship as a trusted financial professional so the environment needs to look professional, not too much like a retail store. Incorporating a knowledge center or financial resource library into the design can reinforce your branch staff's credibility as a well-trained and knowledgeable financial partner. oConvey a Sense of Security Your members want to know that they are secure when they do business with you, in every sense of the word. They want to know that their money is safe with you and that the credit union's assets are well managed. The design of the branch needs to be a careful balance of showing that the credit union is financially stable and is also prudent with how it spends its member's money on fixed assets. They also want to feel safe conducting financial business in your branch. The branch needs to provide real physical security and to convey a sense of security without feeling like a prison. oProvide a Seamless Experience by Utilizing Multifunction Workstations

The most seamless branch experience would exist if each member is greeted at the door and then led by that employee to a workstation where all the financial needs of that member could be met. A truly multifunction workstation can provide for any financial transaction that a member might need including ones that require additional privacy. These workstations can incorporate a teller cash recycler for efficient and secure money handling and can feature separate zones with varying degrees of privacy.

Credit unions are uniquely suited to excel at both trust-based relationship building and quality service delivery. A well-designed branch that responds to your members needs and to your credit union's culture can help you meet that goal.