United Teletech Financial CU Retail Experience Makes Branch a Member Destination

HOLMDEL, N.J. — The hot spot that's got locals buzzing isn't a club but rather United Teletech Financial Federal Credit Union's latest branch.

“We wanted to open a branch that made a bold statement and spoke to our commitment to the community and service to our members,” said United Teletech Financial FCU President/CEO Leo Ardine. “So our board decided that this facility would be a retail space that is high touch and reinforces what we are known for which is our consultative process.”

Originally chartered in 1967 to serve the financial needs of Bell Labs employees and later Lucent and AT&T, United Teletech Financial expanded its service through a community charter in late 2005. With the enhanced ability to serve the public in Monmouth, Ocean, and parts of Middlesex counties, Ardine said they realized they needed to reposition their branches to stay competitive and stand out in the marketplace.

United Teletech turned to St. Louis, Missouri-based design/build firm NewGround to create a progressive storefront branch layout that would create a fresh member retail experience.

“The main thrust of the new branch format is to create stops and destinations along the member's path of travel, building upon United Teletech's brand promise, products and service offerings,” said Brad Ritner, retail designer for NewGround. “You walk through the door and understand you're not going to see this at every financial institution. This is different–so you get a sense that you're going to be treated different here. This is what we wanted to convey–that United Teletech Financial offers a different kind of experience and relationship for its members.”

When a member enters the 3,300 square-foot financial center filled with music from XM satellite radio, an employee from the greeter station welcomes the individual into the space and helps direct them to the right service area, whether that be the teller station, the member waiting area, or a private office in which to meet with a Financial Service Representative. A fabric wall in deepening shades of red showcases United Teletech's brand promise including “Integrity,” “Sharing” and “Family.”

“Retailers like Target or Apple stores have an added advantage by offering zippy product merchandising–financial institutions don't have that luxury and are places that people generally visit out of necessity, so we had to find compelling ways to get the brand message out, create a dynamic retail environment and break the products and services offered into simple vignettes or departments,” said Ritner. “That 20 foot fabric wall looks cool and eye catching but most importantly it immediately delivers the message of what United Teletech stands for and its values such as integrity, accountability, and respect.”

The member waiting area ventures beyond the mainstream with muted earth tones and contemporary furniture positioned in a roundtable effect. With a digital screen providing information on products and services, and a Starbucks coffee bar the space eases members into an inviting retreat of sorts.

A uniquely branded Internet station stands in the center of the space, adding a dramatic element to the motif, while providing an area where members can access product and service information online and employees can demonstrate United Teletech's online services.

“One of the most compelling components of the branch is the blending of our brand at every member touch point–from the brochures, newsletter and signage, to the marketing messages and images selected in the branch it all reinforces our corporate values and brand promise that we are here to help and that our members are better off with this experience,” said Ardine.

Ritner adds that branding has been key to translating beyond the physical footprint of the facility.

“If you look at successful retail–what you see on the commercials, in newspapers ads, flyers–all of it is in alignment with their retail environment and it is easy to talk about branding but very difficult to execute and United Teletech has really embraced it,” said Ritner.

The path through the heavily branded spaces plays up the retail feel by creating different zones or departments each with their own signature colors and provides areas where specific products or promotions can be highlighted.

Privacy was a key focus in the design of the Member Service Rooms, which are used when members come in to open new accounts, apply for loans or obtain information about additional services. Frosted glass elicits a contemporary feel while making the space more intimate for discussions.

Ardine said the financial center was designed to be a comfortable environment to conduct business and relax. Members are not hurried to make financial decisions or transactions, but are asked to enjoy the space. The facility also has the ability to turn into an after hours meeting site for community events like chamber functions and economic seminars. For younger members, plans are underway to add two X-box stations.

Knowing that a new environment can only go so far and ultimately it is the staff that makes the difference Ardine said ensuring staffers could comfortably work and engage “members is something that has been a work in progress for some nine years.”

“We've made our biggest strides in this particular piece–that sales is not some 'four letter word' and is really vital to better serving our members–in the last five years,” said Ardine. “We have a lot of face time with the team on an ongoing basis about what we're trying to do with the membership, share lots of members' success stories and just make sure the entire United Teletech team is truly engaged.

Wanting staffers to interact in the new environment naturally, United Teletech also employed NewGround's training program Ready, Set, Open to formally introduce employees on how to interact with members on this new stage.

“We concentrated on how staff should use the new space, explain the new design to members, greet members, and give tours. And we focused on how to interact with members and deliver their brand promise using the existing sales and service philosophies they already had in place,” said Rebecca Doepke, director of training and culture change at NewGround.

More importantly, said Ardine, Ready, Set, Open taught employees to be proactive and make a connection with members.

“The program encouraged them to take the extra step and care with members. After the training, an employee asked if it was okay if she could walk a member out the door if the facility wasn't busy. We said 'Absolutely.' We want our staff to think about going that extra mile. It's working for us.”

In just the first three months of opening, Ardine said the credit union garnered over 100 new members, $3 million in deposits and earned $6 million in consumer loans. He credited the meshing of branding, facility and staff in making an experience that creates members for life.

“And that is a great story to share,” said Ardine. “We've made United Teletech a destination spot that members old and young alike want to be a part of.”

–mdigiovanni@cutimes.com