DETROIT-It's not uncommon for Glenda Evans to step into the middle of a line of members, pull out her smartphone or tablet and show someone how to download and use the credit union's mobile banking app.
Mobile is altering the role of branch staff, adding to their duties the job of advocate/instructor for using the financial institution's mobile applications, along with other e-services.
"I like to do this when I have the time, and it helps lighten our load at the branch when more members know they can do their banking from home or straight on their phone," said Evans, who manages the Wyoming office of $675-million Michigan First CU in the Motor City.
But to be good trainers, said Evans, she and her staff have to know the mobile application well, which means using it themselves. "We learn it and make it part of our own daily banking. You have to do that to be able to walk members quickly through the app and show them how easy it is to use. If you can do it easily and with a smile on your face, members are much more likely to adopt the technology. They see how easy it is."
But the extra efforts from Evans and her team also demonstrate to members that staff care. "They see us taking additional time to help them with their banking, talking to them one-on-one. It deepens relationships."
A Wide Mix of Members
Located in the suburbs of Detroit, the standalone branch serves a wide mix of members with a broad range of income levels and occupations, said Evans, who has managed the office since it was built in 2008. "Like most branch managers, I will tell you that I like dealing with members and the range of individuals who come by."
Evans joined Michigan First 12 years ago as an assistant branch manager, coming over from her role as an assistant branch manager at a bank. "I would not go back and work for a bank. As I said, I enjoy working with people, not something we always had time for at the bank because there was too much pressure on results and numbers there."
An Error To Avoid
But Evans contends that many banks don't realize that what turns an office into a productive location is taking the personal time with customers and members. "Build the relationships and the numbers follow."
Evans manages a staff of 21, and says cross-training is key to making a branch tick. "You never know when, at any given moment, you will need an employee to step into another role. You have to have that flexibility, plus, it builds a greater sense of team."
The tenured manager said she has learned that a key mistake leaders often make is assuming staff know what is expected of them. "Don't make the error of not being up front and clear with your team. Your staff have to know exactly what your expectations are and how you expect them to deliver the service they provide. And that starts right when you hire them."
Michigan First is based in Lathrup Village, Mich.
