Building Buzzwords for 2009

By Mary Mink

Across the country, credit unions are building branches in support of their strategic plans and planning to build more despite the economy—or possibly because of it.

Some credit unions "are taking advantage of this time. Construction is as cost-effective as it's going to get. Right now you can build things for really great prices," says William Bily, vice president of design for DEI, Cincinnati. "By now, most institutions know whether they're strong and healthy. Several of our customers know they're healthy. They're building new branches. It's a great time to do that."

Credit unions taking advantage of today’s comparatively low building costs should be aware of these building trends and buzzwords.

Dialogue banking

An alternative to the traditional teller line, dialogue banking is a more member-focused service delivery method, says Bily.

Members approach a "dialogue pod" where two full-service tellers conduct transactions using a cash recycling machine. More than half of DEI's credit union projects now include this design element.

"We're seeing a consumer-centric aspect taking over," he says.

There’s also more demand for dialogue kiosks, says David Jaeckels, executive vice president and chief operating officer for Milwaukee-based BCI . "A lot of clients respond to the idea of dialogue kiosks to reduce the barriers and make staff more accessible."

Some credit unions use a greeter concept to introduce this new approach to members. "Anytime you change the traditional design with something more modern, the danger is the members won't know what to expect. It's not self-evident what to do when they first come in," Jaeckels says.

A greeter can guide members the moment they come in the door. For example, Arizona Federal Credit Union, Phoenix, has a large "greeter service center" staffed by two to four people just inside the lobby entryway.

Go green

Gesa Credit Union, Richland, Wash., will open a new, green headquarters this fall, says Christina Brown, president/CEO. The credit union plans to attain at least a silver LEED rating on all newly constructed facilities and will apply the same standards retroactively to existing facilities as they're remodeled.

While some credit unions are constructing facilities with sustainable features, others have put that on a back burner. "Quite honestly, they're not thinking about that,” says Jaeckels. “They're thinking about [corporate credit union stabilization] and keeping members.”

Microbranches

John Hirabayashi, CEO of Community First Credit Union, Jacksonville, Fla., sees a trend toward smaller branches with more retail focus.

He says there still will be a place for traditional branches, but within a two- to three-mile radius will be a network of microbranches.

"We have a manager's office and three teller lines with ATM services and a security guard," adds Mignhon Tourne, CEO of ASI Federal Credit Union, Harahan, La., describing its new microbranch.

Renovations

"We're seeing a trend toward renovating existing branches and leased-space buildout projects," says Bily. Credit unions are refreshing existing offices by updating branding and adding new finishes, materials, and colors.

"When a credit union has a strong brand, and you can just change those things a bit in the existing facility, you can use that with a lot of impact,” he adds. “Great use of color and large-scale graphics are our key to creating that consumer experience.”