In today’s omnichannel environment, whether consumers are transacting digitally or physically, we still have the same desired outcome for the consumer – to feel known and personally engaged with their best interest in mind. While it is a fact that many branches have seen a decline in traffic and a change in the types of member transaction requests, the goal is still the same: Provide the right customer engagement model regardless of channel.

Credit union members are increasingly using the branch for complex transactions, issue resolution and advisory services. As a branch’s role diminishes, their member service and advisory roles increase. Members now want self-service, banker-assisted and full-service options, and the ability to seamlessly move between digital and human channels.

As a result, credit unions are redefining the role of the branch, contact center and banker. They are now deploying a variety of human-asset methodologies to meet member needs, including centralized bankers, branch-based bankers and mobile bankers. This requires an omnichannel solution that is able to optimize human asset utilization for engaging members effectively, strengthening member relationships, providing advisory services and handling complex member needs.

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