Over the last five years branch networking has exploded. As more and more credit union branches are built, I've noticed one consistent flaw. Most credit unions are skipping the final, most critical step in opening a new or remodeled facility-educating their employees.
I'm not talking about training employees on the processes and transactions of banking. Instead, I am referring to educating employees on the new facility and how to use its features to create a successful member experience.
It's amazing to me that credit unions create these dynamic, new facilities that are designed with innovative, member touchpoints and are equipped with powerful sales tools, and then they don't train their employees how to use them. A new, attractive branch is an attention- grabber, but if you don't have staff who can apply its features, speak to its benefits, and use its advantages to capture sales, then the facility and your investment is worthless. Educating your employees on the new facility should be thought of as the last step in your building process.
Here are some key elements that need to be addressed when it comes to training your employees on the new branch.
Features & Benefits of the Facility
Training should begin with a walk-through of the building so employees can identify every member touch-point within the facility. A new branch typically includes new technology, merchandising, digital signage, retail centers and kiosks. Staff must be informed on how these tools work and their purpose within the branch.
Take Advantage of New Features
It's not enough that your staff knows about the new features of your facility, they must also know how to take advantage of them to create cross-sales. The use of retail centers and kiosks are a great way to start a conversation with a member and mention your offering without just bringing it up out of nowhere. It's easy for an employee to say something about a product or service that is on display. Credit unions should introduce sales strategies and techniques that incorporate the new features and tools of the facility.
Why Did You Build?
What was the reason behind your decision to build a new branch? Why did you choose this location? There is a story behind why and how you choose to build and develop in the location. And there will be members asking or commenting on the expansion. Make sure your employees have a reply.
Is your credit union entering a new market with this branch? Speak to your employees about this market, and how to deliver member service that will go beyond their expectations. Discuss your sales goals for them and the new facility.
Reinforce Your Brand
Hopefully, if you've built a new facility, everything about it screams of your brand. If this isn't the case, you've got some redesigning work ahead. When your brand is visually apparent, your employees can better tell the story of who you are, what you do, and why you're the best. This also needs to be taught, or revisited, at the new branch.
Employee education is a key component to opening a successful branch. Don't invest in developing a new branch and then throw it away with uneducated and unequipped employees.
Rebecca Doepke is Director of Training and Culture Change at NewGround. She can be reached at 314-440-8420 or rdoepke
