ENGLEWOOD, Ohio-When marketing tactics or even rates aren't enough in a tough lending environment, sometimes extra effort from branch staff does the job.
Wright-Patt's Englewood office stood at 84% of its loan goal for the year with four months left thanks to a 10-person team that member center manager Amanda Nelson motivates every day. "I set goals, we stay on top of them and we go over the results. And it doesn't hurt to have some healthy competition, too."
The latest internal promotion is called "All About The Benjamins," and staff each amass "contest money" every time they reach a target incentive for the month and watch their totals mount. The employee with the highest dollar total wins a small prize at the end of the week and then the staffer who reaches the highest "Benjamin" total at the end of the promo wins the grand prize.
"I have not decided what that is yet, but the staff know it will be something good," said Nelson. The contest is geared toward branch goals for the year with a focus on areas that need improving.
Nelson is a big believer in employee motivation delivered regularly and consistently, with recognition. That has helped the branch close in early on its $6.143-million loan goal. The branch has also received a boost from the home office's "You SAVE or We PAY" promotion that promises to give members and nonmembers $50 if the CU can't save them money on a car loan, credit card or mortgage they have elsewhere.
The Balancing Act With People
Nelson acknowledged that the biggest challenge for her-and for many branch managers-is keeping staffing at the proper levels. "It's a balancing act. You don't want too many employees, but you have to have good people trained to be ready step in to fill a void, because on the front line, as we know, is where credit unions have the greatest turnover. You have to make sure you have enough bodies in the member center to reduce members' wait time."
The Clayton office is located in strip mall in the center of a middle-class suburb that's growing. "The membership is a mixture of everything, professionals, retirees, and blue-collar workers . . . I deal with a wide range of needs."
That suits Nelson fine, because like any strong branch manager she considers herself a people person. "What I like about being a branch manager is working with all kinds of individuals, meaning my staff and the members who stop in every day. It means a lot to me to be able to help them both-our staff grow and our members improve their financial lives. That is what motivates me and provides results for me personally and for the credit union."
The $2.2-billion WPCU is headquartered in Fairborn, Ohio.
