AUSTIN, Texas-Effective branch managers today aren't in the trenches. They focus less on day-to-day activities and more on doing what needs to be done to run the branch as its own book of business.
Veronica Maxey made that observation as she described how her branch manager's role has evolved. She has run the Lakeline office of the $1.4-billion University FCU for the past 15 years and said the change has been gradual. "I never really saw the shift happening. It's not like we flipped a switch and said now things are different."
But they are, acknowledged Maxey, who said managers are now required to run the branch at a much higher level. Maxey's attention today is much more centered on carving out a strong space in the community for the branch and building the skills of her team to accomplish that goal. "It's taking ownership of the branch as your own business and making sure your departments are performing at their highest levels."
To achieve that objective Maxey said she spends a lot of time on training, coaching, counseling and motivating her team of 14. "That is so much different than when I began 15 years ago. Don't get me wrong, staff growth and development have always been important to me and to the credit union, but much more of my time back then was taken up by daily operations, like auditing cash drawers and managing processes. I delegate much more than I used to."
Advancements in technology have made the front line more efficient, end-of-day balancing simpler and faster, and taken a great deal of the daily workload off the manger. "It doesn't take us nearly as long anymore to do things and our teller functions are more accurate. We are not looking for outages and balancing which used to consume our time."
Reaching Out
That has given Maxey more time to focus on the branch's image and presence within the community, a role she sees steadily increasing. With support from her team and the business development department, she reaches out via local events, sponsorships and community functions, as well as builds relationships directly with local businesses. "I am more involved inside and outside the branch in developing business partners."
Managers' skills sets have changed too, noted Maxey. She said having a member service mindset, integrity and commitment have been and still are key attributes. But now you have to be a better communicator and listener, and maybe-above all-learn to be flexible. "How can you not be flexible today?" asked Maxey, pointing to all the regulatory changes already handed down and those still to come. "Change is a big part of our lives in the financial industry, and as managers we have to be very good at making adjustments."
