INDIAN WELLS, Calif. -
The Council honored Spokane Teachers CU for its "Conversation Engine" member management system. The credit union said the relationship management solution helps identify needs and optimize service. Spokane Teachers said the member-centric tool recommends the highest priority conversations that might be encouraged based on specific knowledge of a member's financial opportunities and needs. The $870-million CU credited the Conversation Engine with increasing referrals by 74% over the previous year and allowing employees to feel more comfortable about what to say to members.
Ascend FCU, Tullahoma, Tenn., won in the Branch Design category for its new "financial center" in Murfreesboro, Tenn. Ascend FCU partnered with Chesterfield, Mo.-based consultancy NewGround for assistance in transforming its brand, culture and facilities. Ascend, formerly known as AEDC FCU and originally chartered to serve the employees of Arnold Air Force Base, tapped its aeronautical heritage and a "taking flight" theme to say it could "raise possibilities" for its members.
The lobby of Ascend's new branch mimics the look of an air traffic control tower, and the entire branch features brand image artwork. The credit union eliminated teller lines and traditional offices and instead installed "member service rooms" and freestanding teller pods.
Ascend said the new branch realized new household growth of 8.3% in five months and is a prototype for the $1.1 billion asset CU's future financial centers.
