GARDNER, Mass.-As more transactions roll out of CU branches in favor of e-channels, the role of the branch manager is changing.
That is the way Bob Jumper sees things. The AVP and branch manager for GFA FCU's main office here says that as his credit union has emphasized home and mobile banking in recent years, he now finds himself spending less time in the office.
"Speaking for our credit union, an important role of the branch manager is driving business," said Jumper. "Before home banking took off and mobile caught fire, the branch is where everything happened. But now we find the branch is becoming less and less the center for members' banking, which really demands that managers reach out to the community themselves and bring business in."
Among activities Jumper undertakes to attract business the $410-million CU's way: He is a member of the boards of several local businesses, is well known within the business community, works closely with realtors and runs local financial education seminars.
Rethinking 'Wallet Penetration'
Jumper is able to get away from the office because virtually the entire member-contact staff are trained to deliver full service and handle a great deal of the daily load.
"We are doing away with traditional teller positions. Tellers are getting desk trained-making follow-up calls to members, cross-selling with outbound calls...all to get more wallet penetration. As is the case with many credit unions, we are transitioning the branch away from a hub for transactions to a center where members receive consultative services," added Jumper.
It has not been difficult for GFA to create the new branch culture, according to Jumper, who explained that as the credit union has hired member contact staff in recent years it has focused on individuals with sales and consultative skills, not just a strong financial background. "It used to be we mostly looked for individuals who had a banking background. Now we look for the right attitude and experience when it comes to sales and we can teach the financial side of the business."
Sensing 'Passion'
GFA has invested in comprehensive employee training, including the launch of its internal GFA University. "Our employees have taken to this new training very well," said Jumper.
GFA has nine locations, including its newest branch in Peterborough, N.H., which came on board with the purchase of the one-office Monadnock Community Bank (Credit Union Journal, Dec. 24, 2012), one of five credit union acquisitions of banks over the past two years.
Jumper, who has managed GFA's main location for the last seven years, contends that a branch runs well when the manager believes in the CU's goals.
"Employees sense the difference when a manager just passes along the credit union's direction and when the leader is passionate about his or her role and the mission of the credit union. They follow managers who they know believe in what they are doing."
Managers, too, must be able to give up some control, concluded Jumper. "Delegate. Delegate. Delegate. You can't do it all yourself. If you think so, you are making a big mistake."
