Next Step In Online Banking? It's Not With Members, But Employees
Online banking is a hot topic at most financial institutions, but many credit union managers are
According to several people at the Digital Insight National Conference here, the answer lies not in members but in
Bobbi Brown, senior vice president of information technology at Safeway Northwest Central Credit Union in
"Our people were not sure how it works, so there was a tendency to redirect members who were asking questions to
Safeway Northwest Central CU began its program by setting a goal of having 100% of its staff trained. Then, it
Brown said SNCCU designed T-shirts and polo-style shirts with a special logo that were awarded to each member of
Safeway Northwest also set up a monetary incentive plan that awarded quarterly incentive payments to staff based
"We concentrated on actual use," explained Brown. "All of our employees had to register for our online banking
According to Brown, one of the most valuable things the credit union did during training was compile an extensive
After completion of its training program, SNCCU increased its active online banking users by 62%, and its bill pay
Benefits of Training
Renee Gibson, acting director of training for Digital Insight, told attendees that return on investment (ROI) in
In addition to improved quality, time savings, labor savings and improved productivity, Gibson said training yields
"It is not true that people do training and then leave. If you train your employees, then they know you care," she said.
The ultimate payoff of training is how well your employees do their job after completion. Gibson recommended
Tony Rasmussen, vice president of e-services for Mountain America CU in Salt Lake City, Utah, emphasized the
"The branch only serves a small part of the member base; but home banking serves everyone," he said.
Mountain America's members have told the credit union they cannot be "forced" into using one channel versus
According to Rasmussen, members who have online banking, but not bill pay, have an average of three services with
"If you can get members with nearly twice as many services, imagine how much less likely it is that they will leave,"