CINCINNATI-A branch is always more successful when staff take part in goal setting.
Beth Hinkle, supervisor for the Milford, Ohio, office of $270-million Sharefax CU, believes in the philosophy, as does the credit union's CEO. Hinkle asserts that is a key reason why her office consistently achieves its targets.
"Once a year, before our company's big strategic planning meeting, our CEO, Art Kremer, comes to our office and meets with the team. We get together after the credit union closes. We all sit around in a circle and talk about the branch and our goals for the following year."
Hinkle said having the meeting with the CEO not only lets leadership get much-needed input directly from the front line, it also lets her employees know their opinions are valued. "I think that makes a difference in how our employees pursue our goals each year. They know they have played a role in setting them and therefore have a greater stake in them. It's also nice to know that management is listening to you."
Prior to the branch meeting, which Kremer holds at each of the four Sharefax offices, he sends a survey to staff and asks questions about the office and the opinions of the team. "He comes to the meeting prepared to ask the right questions and we just hash over what he's learned from the survey."
Hinkle added that the input from the branch last year helped make improvements to the member switch kit, which has helped boost membership and cross sales.
Hinkle, who has been with Sharefax for 25 years, the last six as branch supervisor, said she and her team have been meeting with Kremer this way for at least five years. "It's also good for the staff to see Art, since he does not work at our office."
She believes what also makes the branch successful is building trust and deeper relationships with members. "I know that is not unique, but I think a key to building that trust often lies in whether or not your staff believe they can truly make a difference in members' lives. I think they first have to have confidence that they understand the products, which requires regular training and review. When they are more comfortable talking about the products they are going to do a better job at cross sales, which means listening to members to find the right product for their situation."
Moving To New Office
Hinkle is ready to move on to run a new branch in Lebanon, Ohio, that will open Oct. 11. She'll miss the Milford office and the staff, but said she has extra incentive to manage the new location-about an hour less driving time each day. "I live in Lebanon now, so as soon as I heard it was going to be open I put in my request," said Hinkle. "It's almost like the credit union opened the office just for me," she kidded.
