The findings: Fifty-one percent of credit union members, including individuals and small businesses, prefer face-to-face service, per a recent PYMNTS Intelligence survey. This shows that physical branches remain crucial for member retention and loyalty.
But there’s more to it: Credit unions can’t deprioritize digital innovation despite in-person preferences.
- Gen Zers are 78% more likely than the average consumer to expect digital onboarding, which can help financial institutions (FIs) build trust with young customers especially.
- Sixty-eight percent of small businesses that left credit unions for another FI said they prefer digital onboarding for new products.
The takeaways: Credit unions must prioritize:
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Maintaining and improving in-branch service: Continue investing in physical branches to provide personalized service that builds trust and loyalty.
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Enhancing digital onboarding processes: Online onboarding for new members and products should be simple and user-friendly.
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Creating a unified member experience: The most successful strategy is a hybrid one. Integrate digital and in-branch services to create a smooth, unified experience that meets the needs of all members, regardless of how they choose to bank.