BASTROP, Texas-The first day Jill McNabb stepped into her role as branch manager for the Bastrop branch of Greater TEXAS FCU, she moved her office to the front of the building.
"My office is small, a bit cramped, but it's where I want to be and where I need to be," said the regional branch manager. "I have two windows and we call my office the 'fishbowl.' I can see everyone right when they walk, in and I can wave hello from my desk without getting up."
While many credit union branches are going high-tech to serve members, McNabb said the majority of Bastrop members want personal service.
"It's a small town, everyone knows everyone, and our members like to interact with my staff. They see me sitting at my desk when they come in, I have a smile on my face and it sets the tone for this office. If a member needs to speak with me they feel very comfortable just walking in. If they need anything, I help them. If they simply want to talk, I talk."
One of the reasons McNabb placed herself at the front of the CU is because the teller stations are hidden from direct view when members walk in. "What people see first are four remote teller stations, sophisticated ATMs that can handle many banking needs." However, McNabb said those stations don't get used a great deal, and mostly by younger members.
Competition Just Out The Window
All the competition in the area, too, demands the personal touch, insisted McNabb. "There are 12 other financial institutions, including three credit unions, within a one-mile radius of our office. Consumers have a lot of choices and we want them to choose us. If they want personal service, and that differentiates us, that's what we do."
The approach has worked. Since McNabb took over four years ago, branch membership has increased by 30% and transactions are up 20%.
McNabb admits the office also faces another challenge in that it is set back, away from the main road and hidden by a home improvement store. "Rarely do we get someone who walks in off the street without having been referred to us. Word of mouth has boosted our membership."
McNabb also oversees two other GTFCU offices in Texas, one in Manor and another in San Marcos. "I spend most of my time in Bastrop, and while I check in at the other locations, I let my talented mangers oversee their branches."
When members walk into the Bastrop office, they don't always see McNabb, because she does her best to get out into the community to promote the credit union. "Another obstacle we face is that this community does not have a good understanding of what a credit union is-I have to get out and spread the word."
