PLYMOUTH, Minn.-A credit union can certainly invest in the most sophisticated of tools to drive deeper relationships and cross sales. But what really makes the branch environment work remains hiring the right employees.
Cathy Worth, branch manager for TruStone Financial FCU's Maple Grove office, passed along that reminder in talking to Credit Union Journal about how the credit union's emphasis on retail sales has changed what she looks for in a new employee.
"The credit union has decided to place a much greater focus on sales, as well as maintaining excellent service. The changes are making the credit union and our office more successful," said Worth, who has been a branch manager and manager at TruStone for a total of 10 years, the last two running the Maple Grove office. "It used to be that you could hire someone for the front line and not be overly concerned about their previous work experience. If someone had good people skills and the right attitude, that person was often a very good hire."
With TruStone's new emphasis on sales, Worth said she now views former sales experience as a big plus. "I just hired someone who worked at the YMCA because he was responsible for recruiting new members. That person has done very well in our new setting."
The $680-million credit union changed its name from Teacher FCU to TruStone Financial in June 2009 to appeal to a broader consumer segment to coincide with a broader FOM. It also changed the design and function of its main branches, and how employees interact with members, to create an environment that more closely matched what consumers experience in a retail store.
Branches were redesigned to allow staff to engage with members. Members are greeted as soon as they walk in the door. "Personal bankers" actually start their interaction in the reception area, and 'teller pods' have replaced the teller counter with staff working side by side with members in a consultative manner. Tellers are trained to pivot the PC screen toward members so they can view the transaction being conducted by the employee.
People & Pods
The office, located in the shopping district, gets heavy foot traffic and the new retail sales environment is having the desired results, said Worth. "This year we are opening a lot more new accounts than we did in the last two. I know the members like the new environment, it's a lot more inviting. I have a great staff of eight, and they make members feel welcome and at home, and they do a great job of cross selling."
Worth added that she also looks for employees who have the ability to quickly assess a situation, as those skills are needed to review a member's financial picture and find the right service that meets their needs. "Ultimately that is what we are trying to do, enhance relationships and give members the products that improve their lives."
