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Like many of the physical spaces we frequented before the pandemic began, the credit union branch can be associated with a form of longing – longing for the days when we could enter a public place without wearing a mask, when our only concern about a crowded business was how long the wait might be, and where we could strike up a conversation with a stranger without worrying about stepping too close to them.

While digital tools have done a fine job of allowing us to complete functional tasks without having to go out in public, entering a physical, shared space delivers a sort of magic that can’t be replicated online. Walk inside a business, and the combination of colors, designs, scents and sounds that have been carefully selected for the space will influence the way you perceive that business’s brand. Interact with others, and you’ll have the advantage of interpreting non-verbal cues and body language, build chemistry and develop relationships – all things that are difficult to achieve over a screen. And of course, there won’t be any awkward moments of technology going awry, like frozen screens and dropped connections.

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Natasha Chilingerian

Natasha Chilingerian has worked in the credit union space for over a decade. She joined CU Times as managing editor in 2015 and was promoted to executive editor in 2019. Before that, she served as a communications specialist for Xceed Financial Credit Union (now Kinecta Federal Credit Union) in Los Angeles from 2013-2015, and as a CU Times freelancer from 2011-2013. She has been a professional writer and editor for more than 17 years, specializing in news and lifestyle journalism as well as marketing copywriting for companies in the finance and technology space.

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